Mitie

Mitie is the UK’s facilities management & professional services company. Its c50,000 employees, provide infrastructure consultancy, facilities management, property management, energy, and healthcare services.

Company GOAL:

Mitie came to us seeking a UX led redesign and migration to WordPress from Kentico, whilst improving the site structure, information architecture and navigation. With a number of different user personas, Mitie wanted to ensure that it is easier for all users to find information they need on the site to support the entirety of the customer journey, and future digital marketing and inbound lead generation.

Clarity’s Challenge:

We needed to build a UX focused redesign and migration from Kentico to WordPress to support digital marketing, communications & lead generation for the UK’s leading facilities management & professional services company.

ABOUT

We kicked off the project with a thorough strategy, discovery and definition phase involving all the key business stakeholders to create a streamlined and clear strategy for the project, align stakeholders and ensure the project could be delivered against its strategic objectives.

Discovery workshops

With a number of cross industry clients and personas who use the site, we began the design stage by focusing on clear user personas and journey mapping. This was followed by work on content, information architecture and an improved UX.

UX

The Clarity team then focused on creating the wireframes for a refreshed design with a simple and intuitive UX. This improves clarity of user journeys, and helps the different user personas ‘discover’ more about Mitie, supporting marketing, lead generation, sales enablement and talent acquisition.

As Mitie is a leader in its field, with a number of awards and strong credentials, we ensured the website is able to showcase these clearly, positioning Mitie as an innovative company and supporting the sales journey for the different user personas.

WordPress development

We built a powerful content hub with advanced filtering and search for users to access whitepapers, case studies, videos and other content, tailored across services and sectors.

The website is integrated with Mitie’s investor relations platform and data, showing live share price details. We also built employee and office directories, integrated with the Google Maps API.

Personalised content hub

Mitie serves a number of industries with a complex array of personas, so finding a way to present the right information to the different users all at once was a challenge.

Clarity took an innovative approach to this by delivering a UX optimised, highly configurable & personalised content hub that allows users to search, sort and filter content based on their needs. This enables various stakeholders to engage with the extensive content on the Mitie website and help users easily ‘discover’ more about Mitie.

CMS Flexibility

Mitie wanted to embrace the flexibility & open source power of WordPress. As a result, we delivered a flexible CMS fit for future content publishing and digital marketing, migrating away from Kentico. WordPress allowed us to develop ‘modules’ instead of building ‘templates’. As a result, ‘modules’ of content can quickly & easily be used to piece together new pages as needed by the Mitie team with no technical web knowledge. We ensured that individual design elements with modules cannot be adjusted to ensure consistency & cohesiveness of the design.

As a result of our solution Mitie has been able to rapidly communicate around the fast moving COVID-19 situation. E.g. launching the ‘Getting Britain Back to Business’ campaign in a matter of days.

Marketing automation integration

One of the big focuses for Mitie was to improve lead generation and understand the sales journey better through the website. To aid this, the website was developed to support integration with marketing automation platform HubSpot.

Results

700+ enquiries
120+ MQLs
35+ SQLs

more of our work

CHEQ

Company Goal: To protect brands from falling prey to ad fraud and undesirable placements

Clarity’s Challenge: Create a distinct, ownable narrative

Cheq enlisted Clarity to help position the company’s technology for preemptive brand protection. Clarity helped to create an ownable narrative under the banner of “Autonomous Brand Safety,” with messaging and proof points that support CHEQ’s differentiated approach.

With the aid of a team of advertising experts, Clarity unleashed an aggressive content marketing campaign to advocate for the  idea behind the narrative and support it with data.

The team also helped to develop an advertising program that turned former NBA all-star Dikembe Motombo into CHEQ’s “Chief Block Officer”

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Hired

Company Goal: Build brand awareness among tech professionals, hiring managers and C-suite executives in the U.K.

Clarity’s Challenge: Rapidly establish Hired as a foremost expert in the U.K. job market as they expand beyond the U.S.

Hired is an online recruitment marketplace that matches top tech talent with innovative tech organisations. Already an established proposition in the U.S., Hired was looking to grow its footprint in the UK and build brand awareness amongst tech talent prospects, hiring managers and C-level executives.

Clarity was tasked with raising awareness around Hired’s upcoming annual ‘State of Salaries’ report, which highlighted  trends in salary levels and skills across the UK’s software sector. The company also enlisted Clarity to refine their messaging and conduct media outreach in the U.K. around the U.S.-centric ‘State of Wage Inequality’ report to reinforce the company’s commitment to promoting diversity and inclusion within the tech sector.

Clarity embarked on hard-hitting media relations campaign leveraging refined corporate messaging developed to resonate across technology and business audiences. Leading on both the ‘State of Salaries’ and ‘State of Wage Inequality’ reports, Clarity extracted key findings from Hired’s proprietary data and outlined the key messaging for UK media outreach. Proactive media relations campaigns ensued to maximise potential for coverage, and help penetrate Hired’s key messaging amongst business and tech audiences.

Clarity’s efforts have paid serious dividends in launching Hired into the UK market and supporting its marketing objectives across the pond.

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Owl Cameras

Company Goal: Protect every car, driving and parked

Clarity’s Challenge: Get Press to Ditch the Dash

Thanks to the likes of Dropcam, Nest, Ring, and Arlo, home security cameras are as commonplace as throw pillows around the house. Easy to install, instantly connected to mobile, constantly protecting your home and able to alert you to trouble no matter where you are in the world – in the span of about 5 years, home video security went from ADT to DIY.Â

But, frankly (and thankfully) not that much happens in the home. Sure, you may have the occasional package stolen around the holidays, you may be able to catch a funny moment when your family member was living the motto “dance like no one is watching,” and you may even catch the rare intruder. Statistically speaking, though, we need security in our cars far more than in our homes. From crashes, to break ins, to insane drivers you just want to catch and share – we see more during any given daily commute than we do in our homes all year.

Enter the Owl Car Cam. The brainchild of Andy Hodge, whose career launching “first ever” products included the iPod, Microsoft Hololens, and Dropcam, the Owl Car Cam set out to take the cloud-connected, easy-to-install, always-protecting home security camera and make it travel at 70 miles per hour.

“Wait a minute,” we hear you say in your most skeptical voice.”Dash cameras have been around forever. They’re practically government issued in Russia. You can buy one for $20 on Amazon.”

Congratulations, you just encapsulated Clarity’s challenge: How do you get the world to take a second look at car security as a space ripe for innovation, rather than a “solved problem”. To meet that challenge, the Clarity team embarked on an ambitious program that combined a steady drumbeat of product announcements, in-person meetings with hundreds of tech, auto, and security journalists, an aggressive review program, and a nationwide local media campaign to highlight Owl success stories.

Here were just some of the results:

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