The Challenge
When I first spoke with Lee Tomlinson, Director of The UK Signage Company, it was clear the business had some strong foundations. They were already winning well-known national clients and had good attraction systems in place.
Lee wanted to build on this by improving attraction and conversion rates and making better use of their systems. He also wanted greater visibility across the business so that the team could be more efficient, without losing the personal, problem-solving approach that makes them stand out.
The Delivery
After a couple of initial scoping sessions online, Lee and I agreed that an in-person workshop would cut through more quickly and give us the clarity we needed in one hit.
Together we laid everything out on the table – what was working, what wasn’t, and where the untapped opportunities sat. We mapped customer segments, identified gaps in communication and set SMART measures to track progress.
The outcome of the day was a documented marketing strategy, covering:
- ideal client profiles
- company values and value proposition
- growth targets
- competitor analysis
- a six-month plan of tactics and priorities.
One key insight was when we realised the untapped opportunities within the existing client portfolio and focused on ways to nurture this pipeline.
It was practical, no-nonsense and left Lee with focus and energy – with more than a few laughs along the way.
The Outcome
The focus has delivered attraction and conversion results. One existing client relationship has grown significantly, helping to support further improvements. The website has been tightened up and now better reflects who they are.
Internally, Lee and his team have stronger systems, clearer client segmentation and improved visibility across the business. They can now rank opportunities more easily, tailor communications to different groups, and build campaigns with confidence – all while keeping that personal touch.
As Lee put it:
“I was looking for marketing clarity on who, why and where to focus – and the work we did together certainly delivered that.”
What struck me most about working with Lee was how aligned our values are – particularly around helping others and keeping a sense of humour, even when tackling serious challenges. That combination is at the heart of how The UK Signage Company operates, and it’s exactly what will keep them growing.
About Lee
Lee Tomlinson – Director, The UK Signage Company
Lee leads The UK Signage Company, a trusted nationwide signage partner. With a background in helping large organisations across the UK solve complex signage challenges, Lee brings a practical, solutions-focused approach to every project. His values of helping others and keeping a sense of humour run through the business, creating strong relationships with both clients and partners.