Solidifying Promarine's position across the marine mortgage sector Brand / Digital Services
Promarine Finance is one of the UK’s leading marine finance lenders. The Southampton-based business provides loans for a wide range of vessels, from jet skis to superyachts, and offers flexible, competitive finance packages to buyers up and down the country.
After experiencing a 29% year-on-year increase in deals between April and August 2020, the Promarine team was looking for a specialist agency able to help it capitalise on its increased presence and deliver sustainable growth across each of its business categories.
Promarine Finance customers are UK-based boat lovers, looking to purchase RIBs, motor boats, canal boats or sailing yachts, but only have a percentage of the funds they need.
These could be first-time boat buyers, those looking to upgrade their existing boat, or even add to their collection. We also wanted to ensure that people who never thought they could afford their dream boat know that marine finance is an option.
To help Promarine Finance grow in a sustainable way, the brand needed to own its position as the leading provider of marine finance in the industry. Its key differentiator is its team, made up of real boating enthusiasts, with the right industry expertise and finance knowledge.
Sharing this message required an integrated strategy, encompassing brand, messaging and website development, followed by the distribution of regular, topical press releases, consistent advice and news content on the website, engaging social media copy, strong imagery, and a complementary paid advertising proposition.
The process began with the development of an updated brand and messaging framework, with a new logo, visual identity, and detailed guidelines created to provide consistency and support the next chapter in Promarine’s growth. The new look and feel was then leveraged to design and build a brand new website that focused on user experience and positioning the business accurately across each of its target audiences.
The content was also developed, with SEO-friendly FAQs and expanded news sections added to the site to enhance organic search visibility and provide a space for positional, thought-leadership content. The larger content opportunity throughout the site complemented the ongoing PR strategy, which saw press releases and feature articles placed with key trade and national media, covering marine finance-related subjects. The PR activities also included organising speaking opportunities for members of the Promarine team, and supporting the business at industry events, such as Southampton International Boat Show.
The campaign was also augmented with a bespoke social media strategy, working across Facebook, LinkedIn, and Instagram. We focused on driving engagement and connecting with potential customers and partners, as well as providing helpful information to new and seasoned members of the boating community.
MTM clearly understood our objectives and offered the breadth of digital and communications experience we were looking for. I have total trust and confidence in the MTM team, and we’re delighted.Stuart Austin, Promarine Finance