Mitie creates a celebrated solution brochure in just five days

“The pressure was really on with this one. But from the moment we briefed Radix in, I felt like everything was going to be fine.”

Alice Tow, Head of Brand and Content, Mitie

We arrived at Mitie’s London headquarters ready for a routine catch-up meeting. But fate – and Alice Tow, Head of Brand and Content – had other plans.

The UK’s leading facilities management and professional services company was preparing to host the Carbon Disclosure Summit. It had an exciting new carbon reporting and reduction service, ready to preview at the event.

But a last-minute decision was made to turn the preview into a full product launch. Which would have been fine, only the solution didn’t have a brochure yet, or a web page – or any other supporting collateral. And the summit was just over two weeks away.

Speeding towards a great first draft

Our meeting quickly morphed into a briefing session. Alice pulled together all the background we needed to understand the new solution, and we started work the moment we could get a writer in front of a laptop.

“I felt a bit bad about dropping this request on the team at the last minute – especially during what should have just been a casual catch-up – but they were so helpful right from the off,” said Alice. “I knew we were in safe hands”.

Alice Tow, Head of Brand and Content, Mitie

Thanks to the quality of Alice’s briefing, we were able to deliver a first draft of the solution brochure just two days later.

“The quality of input and briefing materials Mitie provided was so high that, on our side, the tightness of the timelines almost didn’t matter,” said Phil Trengove, Senior Account Manager at Radix. “When our writers get such clear direction, it’s easy for them to do great work, and do it fast.”

But when you’re trying to create content fast, especially content that defines a new product or service, pulling together a great briefing and strong first draft is only half the battle.

You also need to loop in multiple stakeholders, from multiple teams – stakeholders who are deeply invested in how the new solution is presented to the market.

The result, typically, is a lengthy approval process. Which is exactly what Mitie didn’t have the time for.

Signed-off, sealed and delivered

Alice and her team mobilised every stakeholder to review our draft and provide consolidated feedback within 24 hours. (If you’re a seasoned B2B marketer, you’ll know that’s a nigh-on superhuman feat.)

“With the copy taken care of, I was free to focus on managing the project on our side and making sure everything happened as quickly as it needed to” she explained. “Fortunately, everyone involved was highly responsive and we didn’t hit any bottlenecks.”

With this clear and comprehensive feedback, our writers were able to put the finishing touches to the brochure almost immediately. Mitie quickly flowed the copy into design and the file arrived at the printers just in time.

“The stakeholder management on this project was really impressive. Getting consolidated feedback on important content is hard at the best of times. But when you’re dealing with the first pieces for a new product or service, you often have a lot of perspectives to consider.

The fact that Alice and the Mitie team were able to get every stakeholder to provide input and agree on the right direction for the brochure within a day was amazing, and a testament to the great work they do.”

John Kerrison, Senior Copywriter, Radix

A boxful of brochures arrived at Mitie’s London headquarters before any of the event attendees, and everyone was able to breathe a sigh of relief. 

A great result for us, Mitie, and our planet

We were happy to have helped Alice move so fast. Alice and her product stakeholders were happy with the copy we’d delivered for every piece of collateral. And the feedback on the brochure was extremely positive. 

“The box of print copies was almost empty by the end of the summit,” Alice told us. “One attendee even took the time to offer unsolicited praise, explaining everything they liked about the brochure and which parts they found especially useful.”

Even better, Mitie was soon engaged in detailed discussions with event attendees interested in adopting the new solution.

“The Radix team just get it. They get what we do, what we provide, and how to translate that into great content. I go into every project that we collaborate with them on with total confidence.”

Alice Tow, Head of Brand and Content, Mitie

If you’d like to check out the brochure yourself, you can find it here. And if you’ve an equally urgent project – or even if you’ve all the time in the world – talk to us today.