Baines Simmons is a world-leading aviation regulations, compliance and safety management company.

Partnering as trusted advisors to businesses, armed forces, governments and regulators across all sectors of the aviation industry, they provide specialist training and consulting services worldwide.

Digital Campaign Design - Baines Simmons
Digital Campaign Design - Baines Simmons

Challenge

After identifying a gap in the aviation safety sector, the two founding directors approached Veucom at the outset of setting up their new venture, to support them with their brand, marketing and digital presence.

As a start-up, the directors identified that along with creating the right team, they needed to create a quick-found impact on the industry, and identify successful marketing channels to do so, all from an entirely blank canvas.

Baines Simmons
Baines Simmons Training Directory Design

Solution

Baines Simmons appointed Veucom as their sole brand and marketing communications consultant. Working in partnership with the founding directors and key staff, a marketing strategy was built and Veucom executed a full range of operational marketing activities including:

Baines Simmons provides a broad range of services that spans the aviation industry. With such a large spread of capability, the business services were segmented into ‘Training’, ‘Consulting’ and ‘Managed Services’ to present a more refined service offering.

To position the company as a global aviation organisation, a strapline was created: ‘World Leaders in Aviation Safety’.

The final customer proposition statement was created and used across all marketing communications to bolster the capabilities and value of using Baines Simmons.

Once the brand had been created, Veucom set about creating a new website. The website was comprehensive in content and included an e-commerce training course facility for booking and payment of training course places at the company academy.

The website was optimised for SEO, resulting in many no. 1 positions in Google rankings for key search terms such as ‘Aviation Safety Consultants’ and ‘Aviation Safety Training’.

Collateral is a key part of the Baines Simmons marketing, with delegate training materials required for the large schedule of training courses. Collateral consisted of course materials and training course binders, data sheets, a company brochure and a 116 page Training Directory produced every two years.

A regular programme of campaigns to promote the many training and consulting services offered was undertaken, including two monthly email newsletter campaigns, industry press advertising and digital campaigns promoted on the company LinkedIn and Twitter feeds.

Baines Simmons appear at key aviation exhibitions and conferences around the globe. Veucom designed and managed a custom built exhibition stand at the Farnborough Air Show. The stand featured backlit walls, video presentation screens, lounge seating areas, a bar and storage facilities.

Baines Simmons Website Design
Baines Simmons Brand Guide
Baines Simmons Brand Guide
Baines Simmons Brand Guide
Baines Simmons Brand Guide

Outcome

From a two-man start-up, the sustained brand and marketing exercise helped to elevate Baines Simmons to the world’s number one aviation safety training and consultancy organisation, employing a team of eighty and fulfilling their company strapline.

The website consistently returns the no. 1 position in Google search rankings for many of the key search terms, whilst the e-commerce training course booking facility provided in excess of £0.5M in sales.

Through 16 years of successful marketing, Veucom contributed greatly to the company value, moving from a zero capital start-up to the acquisition by Air Partner Group for £6M.

Exhibition Stand Design - Baines Simmons

“We would not have become the company we are today without your invaluable support.”

Baines Simmons

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