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The Background
Name: SPARK® TSL
Industries: Healthcare and Public Wi-Fi
SPARK® TSL provides tailored Wi-Fi solutions for healthcare, retail, transport, and event sectors. Their service allows companies to offer their users free, branded, and reliable Wi-Fi while retaining valuable insights and analytics for better business decisions.
More broadly speaking, they have two target markets:
- Healthcare facility management - Wi-Fi solutions and a platform that both engages and entertains patients and tools to help with efficiencies within healthcare, primarily the UK's National Health Service (NHS)
- Public Wi-Fi provision - Wi-Fi solutions with analytics and targeted messages (rail, retail and stadium Wi-Fi)
The Challenge
SPARK® TSL initially had a single website primarily focused on its healthcare offerings, with minimal mention of its public Wi-Fi solutions.
The website didn’t target the full audience
This meant they were neglecting a significant part of their total audience. This audience had become a missed revenue opportunity but also prevented retail, transport and events companies from benefiting from their services and better understanding their customers.
Inbound campaigns focussed on only one sector
SPARK® TSL has also run inbound campaigns for a long time with Avidly, which were heavily centred on Healthcare, further limiting their reach and impact on potential customers in other industries.
The challenge was to reach and engage this previously overlooked audience effectively.
Solution
Our solution was to propose the development of a new website specifically designed to highlight their public Wi-Fi offerings.
We also recommended creating a new portal to manage contacts more efficiently, ensuring a seamless and targeted approach to communication and engagement across all sectors.
Our plan of action was:
- Rework the healthcare site to make the messaging clearer
- Create a website for their non-healthcare audience
- Deliver inbound campaigns to support the launch of the new non-healthcare site
Results & Impact
From launch, these changes were making a difference for the sales teams and their customers.
Sales teams now have somewhere to send customers
As the website was focused on healthcare, the sales team for the public Wi-Fi side of the business had nowhere to send their customers to find out more about their offering.
This has now changed and it’s making it easier for the sales team to provide answers to their customers and driving the increasing awareness of the public Wi-Fi part of the business.
Building the brand for public Wi-Fi
With an expanding focus on public Wi-Fi, the brand will continue to become more well-known. With 2 separate websites, they can talk explicitly about the area of the business that people are interested in without any confusion or risk of customer alienation.
The healthcare part of the business can now use stronger messaging
Whilst the public Wi-Fi part of the business was never focused on or actively pushed, it did prevent them from being too strong with the messaging on healthcare.
Creating two separate sites and beginning to increase the public Wi-Fi part of the business has had lots of benefits to the healthcare Wi-Fi sector too. They can now be 100% all in on their messaging and remove any impartiality and ambiguity around their service offering meaning there is less confusion for those customers too.
As always, there is further work to be done, but this is well underway and will only help to make the messaging for all areas of their business clearer.
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