FROM PENZING
TO PORT ELIZABETH
Jendamark Automation has over three decades’ experience in developing world-class production lines and assembly facilities for the automotive sector. With the rise of the Fourth Industrial Revolution and its foray into digital operating systems, Jendamark’s offering has become increasingly tech-driven and is exported worldwide.
The Task
The brand’s digital profile did not reflect its new reality as a global tech leader. Jendamark’s online presence was an afterthought, outdated, and damaging to its brand positioning. There were many missed opportunities to share the company’s many success stories. Meanwhile, a lack of digital strategy and coherence was causing a disconnect across online channels, inhibiting its core audience from receiving its message.
Our STRATEGY
Already producing Jendamark’s glossy magazine for its global customers, GNL pivoted to provide the company with holistic digital marketing solutions. The first step was a strategic review of existing online channels and formulating a strategy to maximise the use of the digital space โ to digitally reflect the company’s brand promise of being a global tech leader.
OUR SOLUTION
GNL began by strategising and executing a high-tech overhaul of the companyโs digital โground zeroโ โ its website. This has become the hub for subsequent marketing initiatives: housing a digital version of its magazine and latest news (crafted by GNL), a careers portal for prospective employees, and a lead generator to build up an email database of global interested parties, among others.
We then set about crafting engaging stories about the company, its successes and its employees, added them to the website and linked them to posts we created for Jendamarkโs social media channels (focusing on a business-to-business narrative for LinkedIn), leading followers back to the website.
We began using Facebook and Instagram as tools to uplift and unite the companyโs 600-plus staffers globally while engaging with their communities.
Supplementing Jendamark’s digital marketing, GNL also writes and distributes newsworthy press releases about the company for the media (TV, print and broadcast, and online). These stories then also live on the companyโs website, for its global audience.
We design and create content for marketing brochures, the biannual Jendamark Junction magazine (aimed at their stakeholders globally) and an internal company magazine, Jendamark Juice. To leverage these interesting stories, we repurpose them for the companyโs website and other digital platforms.
THE OUTCOME
GNL’s expertise ensures unified and robust brand messaging for the company in the markets in which it operates globally. Jendamark has noted a marked increase in external parties’ business propositions since the start of GNL’s holistic marketing rollout.
Through consistent and coordinated digital strategy execution and engaging content development, Jendamark’s digital reputation has improved significantly โ from a 400%-plus organic (unpaid) growth of its Facebook and Instagram channels to a 700%-plus increase in LinkedIn followers (also all organic; unpaid).
Average monthly visitors to the companyโs website increased by over 100% following GNLโs relaunch of the new site in 2019.
Thanks to our public relations efforts, Jendamarkโs story has been highlighted in influential news publications, including Daily Maverick, News24, Engineering News, Sunday Independent, IOL, Ventureburn and ITWeb.
Through GNLโs effective positioning of the company as a global tech leader, Jendamark continues to enjoy a growing public profile. The directors are now regularly called upon as industry experts and high-level speakers, and the company has received multiple accolades.
Our services now extend to its Indian operations, where we managed the digital rebranding and communications process rollout in line with the companyโs global brand-building strategy.
GNL consistently expands its overarching strategy and solutions to incorporate any newly-developed product innovations at Jendamark, ensuring a consistently current and relevant brand message reaches its key audience and stakeholders.