Case study:

How we transformed SuperSchool from bland to brilliant

The catalyst

The SuperCool Group of Companies has been delivering a wide range of products and services to the HVAC&R sector for 40 years.

The management team had identified a growing skills gap in the industry and the need for highly specific training that was not currently available anywhere else.

Training courses were a natural fit with their existing product offering, so they invested in resources to develop a training arm for the business. This training division was dubbed SuperSchool, and the team reached out to us to help develop the brand, create a website, and build out all the necessary supporting content.

Before

When we began working with SuperSchool, the business model was fully mapped out but the brand's public presence was non-existent.

A plain unbranded website page held the signup link for their flagship course, but the site lacked personality, social proof, explanatory information and details about the business, and did not inspire confidence to sign up for training.

Traffic was heavily weighted towards referrals from an associated industry body, but the site also needed to act as a standalone brand in its own right.

SuperSchool needed to bring the site up to a similar professional standard to its other products and services. Their team had a lot of great ideas that they wanted to incorporate but were having difficulty finding a logical and practical way forward.

After

We first met with the SuperSchool team in early 2021 to discuss their goals and vision for this new business venture.

It was clear that the team were incredibly skilled in their field and the product was something that the industry was calling for. Conveying the benefits of this specialised training and building trust around the SuperSchool brand were two of the main goals.

To begin with, we listened to some of the issues the industry was experiencing from a lack of available training. Building on these themes, we developed some key themes to tie the site together in a cohesive way.

Accessibility was an issue: this training was simply not readily available, and the little that was available was highly theoretical and not grounded in practical, real-world outcomes.

We developed an inclusive, down-to-earth 'training for everyone' approach which is conveyed through content and imagery. We also helped build trust by expanding on the skills and expertise of the course instructors.

"Leonie has an extremely rare talent that enables her to see exactly what your business needs before you do, and then turn that vision into reality in a cost-effective and impactful way. From just one briefing, Leonie was able to distil a clear objective from a mess of passionate, well-meaning colleagues, and then articulate that objective in a way that made perfect sense to everybody."

Brett Meads

Director of Training, SuperSchool

Further trust was communicated through fully fleshed-out course pages that answered all the 'what if' questions that potential trainees may have.

Testimonials along with a series of business benefits (such as reduced waste, increased compliance and cost savings) helped to round out the message.

Writing the content and designing the brand was only one part of this project: we also built the site from scratch, adhering to the client's preferred dark colour scheme whilst keeping the overall look and feel from becoming too heavy.

And of course, SEO research formed the foundation of the site build, with a set of ten blog posts delivered as part of the launch.

"Chameleon Marketing Collective provided a solution that is consistent across branding, look, feel, tone, language and message, resulting in a corporate ‘voice’ that is highly professional, engaging, and welcoming. This culminated in a web presence for our brand, SuperSchool, that encompassed a corporate style guide, colour palette, content resource and user interface that has exceeded our expectations."

Brett Meads

Director of Training, SuperSchool

Our scope

Website development
Project management
Tone of voice and brand development
Website copywriting
Blog content writing
On page SEO
Brand image assets/photo library
Colour palette and style guide

"Given the significant value Leonie brings to the table, we are thrilled to have retained Leonie’s services as a content writer, editor, and brand strategist into the future. The decision to work with Leonie has been a blessing. It has been easy, rewarding, cost-effective and hugely successful. "

Brett Meads

Director of Training, SuperSchool

Working together:

The keys to success

Creative freedom

The SuperSchool team had a few 'must haves', but they were able to almost fully hand over creative control to our team. This allowed us to quickly develop a brand presence without significant back-and-forth discussions or trying to satisfy competing priorities. This trust stemmed from our deep understanding of the business and the end goal that SuperSchool wanted to achieve.

One point of contact

Our head strategist Leonie handled the initial brand strategy, colour themes, copy and web page development, enabling extremely fast and accurate delivery of the project. (Avoiding protracted, disjointed workflows is one of the benefits of working with freelancers like us!).

All up, this project took around 4 months.

Long term thinking

The team's honesty and clarity in discussing their long-term goals for their business helped us to quickly understand how the SuperSchool brand would need to function and how it fits into the overarching future plans for the business.

The result:

The SuperSchool team has positioned their brand as the go-to training destination for the HVAC, refrigeration and cold chain industries.

The website gives the team credibility, conveys trust, and helps visitors understand the ‘why’ behind this important and necessary training.

Strong, consistent branding

SuperSchool now has a bold and easily recognisable visual style that can be translated across different media and platforms.

A stable, flexible site

Build on WordPress, the site is user-friendly and can easily be edited or customised by anyone in the future - no need to rely on developers.

Online presence

With a 'home on the web', SuperSchool can now point their social media and email marketing back to a great-looking website.

Brand launchpad

The team currently has competing priorities, but the SuperSchool site is ready for the team to ramp up their marketing when the time is right.

The finished website

The original bare-bones site, an early brand concept, and initial wireframe

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Style guide and brand assets

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