Building the marketing foundations with Unify by Bruntwood
Industry: Facilities Management
Services: Marketing strategy I Brand narrative I Visual identity and brand guidelines I Marketing collateral I Campaigns and lead generation I Social media management I Copywriting I Content creation I Website development I Project management I Agency management
About Unify by Bruntwood
Unify by Bruntwood is a facilities management business within the wider Bruntwood Group. Historically, the business grew organically through Bruntwood’s customer base and word-of-mouth referrals. With new commercial targets to expand the business, Unify needed a strong marketing strategy to support brand awareness, lead generation and conversion. Emma Marketing was brought in to build that foundation and create a marketing strategy aligned to Unify’s future growth ambitions.
Why Unify chose to work with Emma Marketing
“Emma hit the ground running which is exactly what we needed from someone who was going to tackle the marketing of these properties. Her extensive experience left us in no doubt, we’d get the best solution. Her knowledge of the sector, ability to work autonomously and lead key senior stakeholders was invaluable.”
Simon Durbin, Managing Director, Unify by Bruntwood
Immediate marketing impact needed
Unify was at a pivotal stage in their growth and needed strategic marketing support that could deliver clarity, structure and momentum from the outset. With no in-house marketing resource at the time, they required someone who could step in confidently and make an immediate impact.
They chose to work with me because:
I was able to understand their business quickly, bringing the experience needed to grasp their requirements without a lengthy onboarding period.
I could provide immediate strategic direction, helping them clarify their narrative, messaging and marketing priorities.
My approach offered the right balance of strategy and hands-on delivery, ensuring progress from day one.
I could build the strong marketing foundations their newly recruited internal marketing resource would later inherit and develop as they move into their next phase of growth.
Marketing strategy balanced with delivery
Over a 10-month period, I worked closely with the team at Unify to implement a strategy tailored to their ambitions.
A 12-month marketing plan: I developed a clear, actionable marketing plan designed to shift Unify from reactive activity to proactive, growth-driven marketing. The plan set the baseline for brand awareness, lead generation and future campaign activity, ensuring the business was equipped with the tools, messages and direction needed to scale.
Clarifying the brand narrative: To establish Unify’s market position as an ethical cleaning provider, I created a cohesive brand story, set of key messages and USPs. This narrative now underpins all marketing channels, ensuring consistency, clarity and a compelling articulation of what makes Unify different.
Strengthening bid performance: I developed a suite of standard tender responses, giving the commercial team a more efficient, consistent and higher-quality starting point for future bids.
Building a marketing toolkit: To support sales conversations and brand visibility, I produced a full collateral suite, including:
A refreshed brochure
A new company presentation
A customer welcome pack
New photography
This toolkit ensures Unify can communicate confidently and professionally with prospects and existing customers.
Want to work with me?
A new website to support lead generation
I led the strategic development and delivery of Unify’s new website, designed to elevate the brand and act as a cornerstone for future pipeline generation.
My role included:
Website briefing and project management: Shaping the vision, coordinating stakeholders, managing timelines and guiding the SquareSpace developer through to launch
Information architecture and user journey design: Creating a structure that clearly communicates Unify’s services, aligns with user needs and supports conversion
Copywriting and messaging: Writing all website copy to ensure clarity, consistency and alignment with the refreshed brand narrative
Keyword and SEO strategy: Establishing strong search foundations to support long-term visibility
Launch communications: External and internal communications to ensure visibility of the new website.
The build was completed by a SquareSpace developer, with my oversight ensuring the final site delivered on functionality, design and strategic intent.
Growing awareness through ongoing marketing campaigns
To increase brand visibility across core audiences, I delivered:
A targeted social media plan, contributing to 10% LinkedIn follower growth over a 10-month period.
Email campaigns to build awareness and engagement across Bruntwood’s existing customer base and to cross-sell services amongst Unify’s existing customer base.
A thought leadership plan to launch alongside the website, positioning Unify as a knowledgeable, people-focused cleaning partner.
The impact
With a clear strategy, strengthened narrative and new marketing infrastructure, Unify is now equipped with the tools, direction and confidence needed to generate pipeline, stand out in the commercial cleaning market and work towards its new-business target. The business now has a consistent brand presence, clearer messaging and a professional toolkit to support both sales and tender activity. Their new marketing recruit has all the tools to hand to continue to build on the momentum created in the last 10-months.
