Marketing provides many options to raise awareness in order to evoke a particular response. Typically, it generates consumer interest, which ultimately leads to the purchase of goods or services a company is trying to sell. However, at EBY, we understand that the true nature of marketing is much more complex and requires different approaches for different messaging. Not only does this ensure that the message is heard, but it also results in a behaviour change. This doesn’t necessarily have to result in a financial transaction, but could instead be an action for an audience to undertake. In the world of emergency services, it could help them safeguard their well-being or give them added protection.
Having been established for over 20 years, the variety of sectors and businesses EBY has worked with is varied. From the private to the public sector, our marketing services cover everything from creating content, design and web development to SEO, PPC and creating Apps. Assisting our customers to ensure their needs and requirements are supported involves the ability to remain agile and understand how our clients’ audiences think.
However, our long-standing partnership with the emergency services sector has allowed EBY to build a level of experience that allows us to connect with our clients and develop an unparalleled understanding when communicating messages to their audiences. By identifying the specific marketing insights that illuminate the challenges our clients face, we have successfully provided unique and innovative solutions to meet our clients’ objectives. Our approach works in several ways.
Understanding the audience
Developing a complete understanding of any audience is paramount in determining the correct way to bring about the desired shift in behaviour.
The ability to discover audience insights, from how to generate initial interest, adapting messages to translate across different cultures, to pinpointing how an audience connects with a message to drive a change, is a skill-set clients can tap into.
At a strategic level, EBY has worked with clients such as the NFCC to develop brand assets to reposition the organisation. Work such as this often needs to work across multiple languages and cultures, which has to be considered at the outset of any strategic project. This has been most evident in our work with JESIP.
The tactical use of marketing tools is an area where EBY has substantial experience when creating messaging that informs and engages with the public, communicates important public safety messages or helps to bring about the desired change in behaviour. The counter-terrorism work we delivered was a perfect example of a targeted tactical campaign.
Within international projects spanning as far as Asia, Malaysia and Africa, we have the capacity to both scale up our solutions, as well as adapt to local environments, governments and countries.
We are conscious of the cultural aspects, as well as ensuring the opportunities are maximised when rolling out messages on a global scale.
By combining our emergency services sector expertise with our private sector knowledge, we can also create and develop solutions for organisations that work alongside the sector. One example is our ongoing relationship with the Institution of Fire Engineers. A deep understanding of both the client and the sector, has enabled us to support them with brand development, content creation and website design.
The expertise we’ve gained throughout our 20 years of business is broad. However, while a large proportion of our work is in the private sector, our expertise in the emergency services sector, where we have the developed knowledge and experience, means we can respond to any brief and offer a solution.
If your organisation needs assistance refreshing a brand, or you require a bespoke solution to a tactical message campaign, then please get in touch to arrange a call.