MJ Teale Case Study
Tyrone International's Aggregate Wash Plant Marketing Campaign
Tyrone International are a specialist in aggregate washing equipment, or “wash plants”, and other material processing systems for the aggregate industry. In simple terms, they build and provide the machinery that cleans and processes waste from building and construction sites like sand, gravel, and rubble waste resulting from demolition and clearing. After processing through a wash plant, construction waste and raw materials like sand and gravel are cleaned of impurities. The resulting high-quality aggregates can then be used for a wide range of applications. These include being a key component in concrete, asphalt, and mortar, as well as for landscaping, drainage, and industrial purposes like glass manufacturing.
Tyrone’s goal is to help businesses in this industry increase production, reduce costs, and operate more sustainably by using less water and energy.
The company sought to create a comprehensive marketing campaign provided by WeAreGo, to promote their solutions and demonstrate their value proposition. The campaign centered around video case studies, one of which was the successful installation of a new wash plant for their client, MJ Teal, in Liverpool. The goal was to produce a series of videos that could be used across various digital platforms and at business events to generate leads, drive sign-ups for a launch event, and ultimately, increase sales inquiries.
Production Strategy & Execution
The campaign involved the creation of distinct video assets from a single production shoot:
- Client Case Study: This video focused on the collaboration with MJ Teal, a long-established company facing the challenge of unrecyclable waste. The narrative was built around how Tyrone’s bespoke “turnkey solution” helped MJ Teal overcome this issue and open up new markets. The script was informed by key interviews with the MJ Teal team and Tyrone representatives, highlighting the problem (landfill waste), the solution (the new wash plant), and the results (new products and business growth).
- Product Video: This film showcased the technical features and functionality of the wash plant installed at the Liverpool site. It utilized a detailed shot list that included pan shots, close-ups of machinery, overhead drone footage, and visuals of the plant in operation. The video aimed to demonstrate the plant’s efficiency, ease of maintenance, and advanced features like the multi-track beltware system and the large filter press.
Production Components & Locations
The production used a blend of professional techniques and assets to create a high-quality final product:
- Video Lengths: The videos were planned to be approximately 5-8 minutes long, providing enough detail to be informative without being overly long for a digital audience.
- Visuals: The videos incorporated a mix of pan shots, close-ups of machinery features, and dynamic aerial footage captured by a drone to showcase the scale and layout of the plant.
Distribution and Measurement
The videos were strategically distributed across multiple channels to maximize reach and impact.
- Distribution Channels: The final videos were shared on the company’s Facebook, LinkedIn, YouTube, and corporate website. They were also planned for use at key business events.
- Success Metrics: The campaign’s success was measured through a number of key performance indicators (KPIs) to track engagement and conversion:
- CTR (Click-Through Rate): Monitored for paid ad campaigns to a launch event landing page.1
- Sign-ups: Tracked to measure the number of attendees for the launch event.
- Sales Enquiries: Directly linked to the paid ad campaign to gauge lead generation.
- Qualitative Feedback: Feedback from the business owners was also used to assess the project’s success and provide insights for future campaigns.
Outcome and Conclusion
The videos successfully positioned Tyrone International as a trusted, forward-thinking partner capable of delivering complex, end-to-end solutions. The case study video, in particular, effectively used the narrative of MJ Teal’s problem and the collaborative solution to build confidence in Tyrone’s services. By creating a suite of videos from a single shoot, Tyrone International was able to efficiently produce a comprehensive marketing campaign that served multiple purposes and audiences. The campaign’s focus on demonstrable results, a strong client relationship, and technical expertise laid the groundwork for future business growth and partnership opportunities.
Next Video
Unleash your vision's impact…
At Film Division we don’t just make videos – we spark movements. Born from a collective passion to amplify change-makers, we craft cinematic narratives that resonate and inspire.
Our tapestry weaves creativity with strategy, turning visions into visceral experiences. We’re not just a production house; we’re collaborators, alchemists, and storytellers. From the whispers of an idea to the thunderclap of impact, we’re by your side. Together, let’s stir souls and sculpt a world buzzing with positive change.