Sapphire Garage is a state-of-the-art accident and repair centre based in Manchester. Established in 1985, Sapphire garage has won prestigious contracts with the council, police force, and global automotive giants such as Mercedes Benz. 

With a state-of-the-art facility and a pristine reputation, the call for marketing was not one for new custom, but for new staff to help manage the ever-growing demand for Sapphire’s quality service.

The goal

The Panel beating industry is competitive and the mission to find good quality staff that can live up to the standards of the Sapphire trade has become more challenging in recent years. 

The Sapphire CEO challenged the Goliath team to produce a marketing strategy that would entice skilled panel beaters to work for the Sapphire brand.

The Strategy: Rebrand

Sapphire had used the same branding for over 10 years, falling behind competitors who delivered a fresh brand image to market. 

We rebranded the business by creating a new logo, typography/font, and color palette that could be used across all of our upcoming marketing material, keeping the brand linear across all marketing channels.

Stage 2. Re-write job descriptions

The existing marketing efforts for new staff consisted of a job description on indeed and a landing page on the Sapphire website instructing people to submit their Panel Beater CV. We Re-wrote the job descriptions across all platforms and website material, redesigning the employee board landing page.

Stage 3.Market organically across social media

Social media plays a huge part in customers’ and employees perception of a business, both culturally and as a professional, successful outfit to work for.

The Goliath team took over the Sapphire Garage social media pages, both Instagram and Facebook and Linkedin to create content based around the work Sapphire does for clients, the level of detail that goes into preparing cars, and the work culture. This produced a brand image that we could leverage in marketing to prospecting employees.

Stage 4. Outreach and referral management

Our previous work leading up to this stage of the campaign set the tone of who Sapphire Garage is as a professional outfit to clients and as a potential employer to panel beaters. 

We then moved on to job board outreach, speaking to recruitment agencies that would refer sought-after Panel Beaters to look through Sapphires job listings, website landing page and social media content that we had produced with the aim that our efforts across all platforms had been appreciated by prospects to gain their trust for the brand to enquire about a position.

Results

Facebook Ad Results After 1 Month

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Before working with Goliath we struggled with our digital marketing funnel set up by a previous supplier and weren’t getting consistent work. Since working with Goliath that has changed! Very happy with our service.