DIY at Flower Skills
Marketing a new DIY course offer aimed at a new audience.
Since refreshing the Flower Skills brand and website in 2021, we have watched them consolidate their ambition to empower more people with construction skills. Having grown their core business across education, local councils, and corporate clients, they identified an underserved opportunity in London – DIY courses for the public. The team returned to us to help develop the product name, brand, website, and marketing design.
- Sectors and services
- Education
- Brand presence
- Digital + Film
Brand positioning
Whilst there are many reasons that someone would want to become more skilled in home DIY, it must also be fun. We understood that any paid-for adult learning has to be enjoyable as well as beneficial. It was important for this new course offer to position itself clearly within the DIY arena and be distinctive from a trade store or service. DIY Essentials fits within the company's core brand whilst allowing it to speak to a different consumer.
Brand creation
This exciting new DIY courses offer is aimed at a completely new audience to the company. As such, it required a new product brand and proposition. We helped create the name DIY Essentials and the engaging visual language to ensure this product was distinctive and bold.
Microsite
Working within a modest budget, we have established a striking DIY microsite which has the ability to grow as the course offering widens.
Using the same CMS as for the core website, the client can control new course additions and enquiries.
Marketing
We have supported with a mix of traditional print promotions and press support, and digital marketing via social platforms, initially aimed at a very local market and spreading to further south-east London.
