Driving efficiency

To keep pace with the ever-changing commercial fleet operations marketplace, ie Marketing evolved this company’s brand as their business diversified. We designed and delivered a second-generation website, among other collateral, for what had become their main product focus: Silvey Fleet. Our involvement included refining Silvey Fleet’s targeted marketing, clarifying their most relevant products and services for their audience and ensuring communications are clear and effective, wherever people encounter them.

The background

We have worked closely with the original company, Silvey, for over a decade, delivering both hero marketing projects and providing day-to-day marketing support. A major player in the UK fleet management market, they developed their national fuel cards and introduced the Miles Monitor app for fleet managers under the brand Silvey Fleet, moving away from their origins in delivering fuel oil to homes and businesses across the West Country and South Wales under the brand Fuels.

As the company grew their product offering and established themselves in new markets, it became increasingly obvious that the different products and services they offered were becoming unwieldly under one brand on one website. It was time for Silvey Fleet to stand alone.

The evolution

The brand-new, second-generation Silvey Fleet website speaks directly to the target audience: fleet managers across the UK. Clearly setting out Silvey Fleet’s ever-updating products, including fuel cards and fleet management software, it focuses on the benefits for and pain-points of SMEs with fleets, helping them to drive efficiency and performance.

As Silvey Fleet’s dedicated marketing team, we have designed the website to encourage business prospects to approach Silvey Fleet about their products, which has been enormously successful. As part of the wider marketing strategy, we produce collateral including their sales brochure, email campaigns that go out to new and retained customers and thought leadership pieces for industry publications that are seen by thousands of customers per month. We are also responsible for building the company’s presence on LinkedIn.

The results

As Silvey Fleet puts their energy into driving efficiency for their customers, we put ours into B2B marketing that delivers. Silvey Fleet has seen a marked uptick in their enquiries as a result of the new website, as well as a wider reach of brand awareness thanks to the articles we publish in industry magazines and connections we make on social networks.

Silvey Fleet's Marketing Manager, Lucy Thomson, says: "It's such a pleasure to work with these guys! They have created a fantastic website for our bulk business and continue to support us with our marketing requirements. If you ever need marketing support, I would highly recommend ie Marketing."