Flexcrete Technologies Limited
About Flexcrete Technologies Ltd
Flexcrete Technologies Limited is the UK’s leading independent manufacturer of technical mortars and high performance coatings, specialising in concrete repair and protection products. With origins dating back to 1983, they are a technology-driven company with an enviable track record of setting industry standards. Their innovative products for the reinstatement and protection of buildings and structures offer class leading performance and are used worldwide.
Our Role
InForm were initially approached by Flexcrete Technologies Limited to develop a website and to install a Windows Server and client IT solution. This role rapidly expanded to full Marketing and IT Support. Our responsibilities included:
- Web site development and support;
- Marketing Strategy and Branding;
- SEO including Google Adwords and Analytics;
- Design and development of Powerpoint presentations and adhoc sales support marketing material;
- Social media marketing – Facebook, Twitter, Google+;
- Email marketing and other direct marketing campaigns;
- Reporting directly to the company Directors;
- Corporate & Product literature design, Product Packaging Design, Exhibition Stand design;
- Set-up and deployment of a SBS 2012 server and 30+ client PC’s;
- Set-up and deployment of a CRM System;
- Management of all internal software and systems including Sage Accounts, Payroll & Manufacturing.
When we started working with Flexcrete, they were facing a number of marketing issues. There were no Brand Guidelines in place which in turn meant there was no consistency in branding across product literature and related marketing material. The Brand styling was dated and their existing website was out of date and based on technology that wasn’t compatible with mobile and tablet browsing. At the same time, Flexcrete was expanding rapidly and bringing new products to market.
The products Flexcrete manufacture are of a technical nature and are sold cross sector – as such, the company ethos was very much Product Centric. The website reflected this with navigation focussed on Product Range. To this extent, customers needed to know the products by name to find the range of supporting literture.
The first thing InForm did was to work with the Directors and implement Branding Guidelines. We developed templates for all Marketing Literature and scrapped in-house colour laser printing in favour of low cost commercial printing, a move which saved both time and money. We implemented a Marketing Strategy based on a more Customer Centric approach. We achieved this by devising a simple colour coding system relating to the market sectors within which the Flexcrete Products are sold. This colour coding system was then reflected in the website right through to all product literature.
In developing the website, a major focus was on implementing a Market Sector Solutions approach to navigation. Visitors to the site could easily identify their market sector, from their find a list of common problems & solutions, and from their identify the products required to meet their needs. The backend of the site used a sophisticated MySQL database to link products to all relevant literature. New Project Profiles added at the rate of several per week could be easily indexed, linked and propagated live on the website with a simple database update. This database also formed the basis of the in-house document management system. The site was extremely well received by both clients and distributors.
The website was designed and developed using Drupal CMS based on the Twitter Bootstrap Framework. We chose Drupal as this was the best technical implementation for the website given Flexcrete’s complex product offerings and associated product documentation. We needed a CMS solution that allowed us to integrate a single MySQL database to generate the Product Pages and Market Sector Solutions Pages with associated links to supporting Marketing and Technical documentation. This single database allowed for simple updating of Project Profiles, Technical Data Sheets, Safety Data Sheets and Application Guides on the database with instant propagation throughout the website. This single point propagation was implemented using Drupal’s database abstraction layer. At the time, Drupal was relatively unheard of and it was our first website implemented using this CMS technolgy. Now, Drupal accounts for over 4% of all website implementations worldwide. The responsive element was implemented using the Twitter Bootstrap Framework. The result was a technically complex, future proof website, built using easily maintained, industry standard solutions.
Client Profile
| Client: | Flexcrete Technologies Limited |
| Business Type: |
Medium Sized Businesses |
| Market Sector: |
Manufacturing |
| DELIVERABLES | |
| Website Design: |
Content Management Systems (CMS) E-Newsletter Design Responsive Web Design User Experience Design (UX) Web Collateral Web Design |
| Digital Marketing: |
Content Marketing Email Marketing PPC – Google Adwords Search Engine Optimisation (SEO) Social Media Marketing |
| Branding & Strategy: |
Branding & Brand Identity Copywriting Marketing Strategy Offline Marketing Collateral |
| Technology: |
Bootstrap Framework Drupal CMS |
| IT Services: |
IT Consultancy IT Support Services |
See more examples of our work
- AMO Music Productions
- Andersen Consulting
- Appleyard Design
- Argenti
- BAE Systems
- Bennett & Co Solicitors
- Brookes Bates Partnership LLP
- CAP Group Ltd
- Cats Protection
- Caversham Financial Management (CFM)
- Dawson Solicitors
- FCM Group
- Flexcrete Technologies Limited
- Fuba Communications Systems GmbH
- Gary Baddley Hair Stylists
- General Instrument Europe
- Hospital Saving Association (HSA)
- Industrial Copolymers Limited
- Interact Health Management Limited
- IP Integration Limited
- Johnson & Johnson Furniture Plc
- Lincoln House Chambers
- Little Gems Jewellery
- Modrana Music Promotions Limited
- Motorola BCS EMEA
- Motorola SURFboard Cable Modem
- NTL Inc.
- PacketVideo Europe
