How a Clear Marketing Strategy Helped
Arrow Planning Build Brand Visibility
Planning with purpose
Arrow Planning is a dynamic planning firm, based in High Wycombe, Buckinghamshire.
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Experts in planning, development and delivery, with a passionate team culture at their heart, Arrow’s in-depth knowledge enables them to deliver great places for today’s communities and for future generations to enjoy.
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The Challenge
As Arrow Planning grew in scale and reputation, they recognised the need for a more structured and consistent approach to marketing. Their goals were to:
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Define and communicate their brand more clearly showcasing all the team as well as Founder, Mark Schmull.
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Create strategic content that reflects their values and planning expertise.
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Improve visibility in search engines to drive new business.
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Strengthen their digital presence across platforms, particularly LinkedIn.
A structured approach to their marketing with a focus to build brand awareness and increase inbound leads.
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The Solution
The Polka partnered with Arrow Planning to create a marketing strategy aligned with their brand values and business goals.
Key elements included:
a) Content and Brand Strategy
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Developing detailed client personas for their key audiences.
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Creating messaging and content pillars that highlight Arrow’s strengths
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A refined tone of voice to reflect the team's unique style.
b) Website SEO
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An SEO audit to assess visibility and keyword performance
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We identified high-impact search terms to optimise the Arrow Planning site for.
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A competitor analysis highlighted SEO opportunities for the business.
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We created a monthly action plan to continually optimise and improve Arrow’s SEO position.
c) Social Media Strategy
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Designed a visual toolkit to create impact and consistency across LinkedIn, Facebook and Instagram posts
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Established a regular content rhythm to share a variety of content across pillars, with a strong team focus
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Delivered a LinkedIn workshop to help the team optimise their presence and build their network of collaborators and clients.
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Early Signs Of Success
Arrow Planning have quickly begun to see momentum build from their refreshed approach and we expect this to continue:
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> Increased website engagement – session duration up 19% and views per user up 17.6%
> Audience growth across LinkedIn, Instagram and Facebook with combined impressions over 8k.
> LinkedIn surged as the best performing channel with interactions at nearly 700.
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These early results lay the foundation for ongoing growth.
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A Word from Mark Schmull, Founder, Arrow Planning
" The Polka has helped us take a step back and focus on what makes us different - We have a really strong team and culture that ultimately is the Arrow brand. The structure The Polka have put in place has given us a confident, professional presence that really reflects who we are. It’s made marketing easier and more effective and we’re already seeing some great results that are really encouraging for the future."
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— Mark Schmull, Director, Arrow Planning
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The Road Ahead
With a clear brand, structured content strategy and stronger digital tools in place, Arrow Planning, with the support of The Polka, is well positioned to grow their influence, strengthen their brand and increase their client base. We continue to support the team as they showcase their expertise. Next steps will be to nurture Arrow’s regular LinkedIn newsletter and email communications strategy alongside LinkedIn and continue to nurture the strong Arrow employer brand across the planning landscape.
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Learn more about Arrow Planning here
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Click here to learn more about our LinkedIn services
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