The Challenge

Safetylyne was traditionally known for providing height safety products; however their business direction evolved to become a more holistic supplier, providing customers with expert advice and tailored solutions for the maintenance of building elements and pedestrian safety.

Safetylyne were looking to increase revenue growth on the previous year by 50% and sought Marketing Angels expertise to create a growth strategy.

The Approach

Marketing Angels facilitated a workshop for Safetylyne in order to help them define and streamline their marketing approach. The workshop process focused on the Safetylyne brand, market positioning and brand hierarchy, profiling their target markets and the development of key marketing messages in order to ensure a strategic and targeted approach.


Marketing Angels developed a comprehensive marketing strategy with lead generation and awareness tactics, a budget, measurement tools and an activity calendar.

To increase sales, Marketing Angels developed an integrated marketing campaign which consisted of:

Industry product handbook

Marketing Angels developed a product range handbook which was used as a tool for the sales team to approach customers. Rather than create a standard product catalogue key industry information was included so it then became a safety and compliance guide.  Customers perceived this as a business tool that had a high value; the sales team were asked ‘how much would it cost to get more copies’.


Digital marketing              

Marketing Angels implemented a low cost integrated digital campaign that included an eBlast promoting the release of the handbook. This was sent out to a targeted segment of the database to drive awareness and enquires.

An eSignature advertising banner that promoted the release of the handbook was inserted into all staffs email signatures as an overall awareness tool.


The Results

  • Face-to-face leads increased by 122%
  • Website leads increased by 100%
  • Telemarketing leads increased by 60%
  • Repeat business leads increased by 55%
  • 50% increase in sales for the month

The campaign was recreated for different target markets and was so successful that Safetylyne had to reduce their lead generation marketing tactics for 6 months to catch up on the sales enquires.

What the client says

“It has been a pleasure working with Marketing Angels, they are responsive to our demand and we have been pleased with their professionalism. I have found working with Tracy to be flexible and responsive to changing briefs and our needs. Marketing Angels have a high level of commitment to delivering quality work.”

Brent Collett – Director, Safetylyne


Find out more about Safetylyne.

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Who said this?

“We’ve had some great enquiries from potential Franchisees and customers, with our Cranbrook centre going from 50% to 100% occupancy. Marketing Angels made sure to monitor the dollar spend and constantly measured return.”