Background

Irish Fencing are specialist installers of high-performance security and ornamental fencing across Ireland. With ambitious growth targets, they struggled to break into larger projects - often competing on price alone, which eroded margins and brand perception.

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Challenges

Commoditised Market: Tenders were increasingly driven by lowest-cost bids, limiting Irish Fencing’s ability to differentiate on quality or service.

High Volume of Small, One-Off Enquiries: A flood of minor project requests tied up time and resources, distracting the team from pursuing larger, strategic contracts.

Inconsistent Digital Channels: No unified approach to LinkedIn, email or website, resulting in ad hoc content and missed opportunities to nurture prospects.

Unclear Value Proposition: Proposals led with technical specs but gave little insight into why clients should choose Irish Fencing over cheaper alternatives.

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Our Strategy

Deep Client Immersion

We are embedded as an extension of Irish Fencing’s leadership, conducting stakeholder workshops to uncover core strengths, competitive gaps and end-client needs.

Bullseye Positioning

Crafting a laser-focused positioning framework that spoke directly to facility managers, architects and project leads responsible for security and compliance.

Value-Led Messaging

Developed a messaging hierarchy rooted in three pillars:

• Unwavering Compliance
• Seamless End-to-End Delivery
• Built-to-Last Craftsmanship - to shift conversations away from price toward long-term value.
  
  

Digital Channel Activation

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• LinkedIn Newsletter: Launched a bi-monthly newsletter on the Irish Fencing LinkedIn page, leveraging existing followers and past posts.
  
  
• Email Marketing: Rolled out targeted Mailchimp e-blasts focused solely on high-value topics (e.g., site surveys, tender invites), driving a 37% click-through rate.
  
  
• Website Optimisation: Revised site structure and content to spotlight turnkey solutions - resulting in a 15% uplift in overall traffic, +14% organic search and +22% direct visits.
• Video Marketing: Employee Spotlight Video Series
  We launched a monthly video series profiling long-standing team members - site managers, installers, estimators who’ve each been part of Irish Fencing for over twenty years. By sharing their personal stories, expertise and passion for quality craftsmanship, we:
  
  

• Humanise the Brand: Viewers connect with real faces and voices rather than faceless contractors.
  
  
• Demonstrate Expertise: Decades-of-experience anecdotes underscore deep technical know-how and problem-solving skills.
  
  
• Build Trust: Longevity on the team becomes a symbol of reliability and commitment, reinforcing buyer confidence in Irish Fencing’s stability and service continuity.
  
  

Content Calendar Integration

These videos were woven into our broader content schedule—teased on LinkedIn with short clips, embedded on the website’s “Our Team” page, and shared via targeted email blasts—ensuring maximum visibility across all touchpoints.

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Content Funnel & Team Enablement

• Built a modular content calendar integrating video case studies, thought-leadership posts and event promos.
  
  
• Trained the team on content syndication (inviting personal connections, commenting, sharing) and client outreach, ensuring consistent brand voice.
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Event & Video Planning

Developed a Dublin-focused shoot schedule to capture project footage; mapped out industry events (e.g., Modular & Off-Site Construction Show) to maximise networking and content capture.

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Results Achieved

Streamlined Enquiry Volume
The overall number of incoming requests became more focused, as routine small-scale enquiries naturally filtered out.

Elevated Project Complexity
Prospective clients began seeking comprehensive, end-to-end solutions—ranging from detailed site assessments to bespoke installation packages—rather than simple product quotes.

Enhanced Lead Value
The enquiries that did come through carried significantly higher scope and value, contributing to a healthier, more strategic pipeline oriented around long-term partnerships rather than one-off jobs.