Case Study: Spectrum Recycling
Full Outsourced Marketing Support for Waste & Recycling Business Growth
The Brief
Spectrum Recycling has over 25 years’ experience providing waste and recycling services to businesses across London and the North London Counties. Their target audience included Facilities Management companies, waste brokers, cleaning companies, hotels, universities and educational establishments.
Despite the company’s strong operational reputation, marketing activity was minimal. The website was updated infrequently, social
media lacked consistency, email marketing was not in place and there was no dedicated in-house marketing resource.
The business wanted to invest in marketing to support continued growth, increase brand awareness, generate opportunities for the
sales team and strengthen customer retention. They required a marketing partner with both marketing expertise and genuine
understanding of the waste and recycling sector.
The Solution
I worked closely with Spectrum Recycling to develop and deliver a structured marketing strategy focused on improving visibility, engagement and lead generation across multiple channels.
Initial recommendations and support included:
• Setting up Google Analytics and baseline website performance tracking
• Updating website content to improve SEO performance and search visibility
• Improving website calls-to-action and customer journey
• Creating and managing social media activity across LinkedIn, Twitter and Facebook
• Developing a regular programme of social media content and updates
• Supporting PR activity including press releases, blogs and networking opportunities
• Creating and delivering email marketing campaigns through Mailchimp
• Segmenting communications for both prospects and existing customers
• Designing bespoke branded email footers for the business
• Providing regular reporting and performance updates aligned with business goals
As the partnership developed, additional commissioned support expanded into:
• SEO strategy and ongoing optimisation
• Blog and website content creation
• Google Ads and PPC campaign management
• Internal communications support
• Case study development
• Videography and photography coordination
• Wider strategic marketing planning and implementation
The focus throughout was on creating a proactive, measurable and commercially focused marketing approach aligned with the company’s long-term growth ambitions.
The Outcome
The project helped Spectrum Recycling transform from having very limited marketing activity into a business with a far more professional, visible and strategic marketing presence.
Key outcomes included:
• Improved online visibility and SEO performance
• More professional and consistent brand communications
• Increased awareness across key industry audiences
• Structured social media and email marketing activity
• Better support for sales and customer retention objectives
• Stronger website content and customer engagement
• Measurable and commercially focused marketing campaigns
• A scalable marketing strategy aligned with ongoing business growth
By combining industry understanding with strategic marketing delivery, I helped Spectrum Recycling create a far more effective and proactive marketing function capable of supporting long-term commercial objectives.
Client Feedback
“Jayne’s knowledge of the waste and recycling industry was an extreme advantage. She understands our sector, our audience and how best to communicate and market to them to bring in measurable results.
She’s easy to work with and makes things simple, using plain English with no jargon, which made the whole process straightforward and effective.
Jayne brought structure, ideas and momentum to our marketing activity and helped us move from having very little marketing presence to having a far more professional and proactive approach.”
— Vince Whelan, Managing Director, Spectrum Recycling
