Case Study: VPS
Strategic Marketing Transformation, SEO & Lead Generation Support
The Brief
VPS provides a wide range of vacant property protection, management and security services for empty properties, remote sites and infrastructure projects across the UK. Their target audience spans sectors including property management, housing associations, public sector organisations, hospitality, construction, retail, utilities, insolvency practitioners, insurance companies and infrastructure providers.
Despite being an established and highly capable business, there was a lack of clear and coordinated marketing direction across the
organisation. Messaging, campaigns and content lacked consistency, there was no structured campaign plan in place and the
business was not maximising digital marketing opportunities to support sales and lead generation.
The website was outdated, underperforming from an SEO perspective and lacked ongoing content development. Social media and PR activity were partially outsourced, email marketing had become inconsistent and there was limited integration between marketing activity and sales goals.
VPS required an experienced marketing strategist with sector knowledge, content expertise and strong project management skills to help organise, modernise and professionalise the entire marketing approach.
The Solution
I worked closely with the VPS leadership and in-house marketing team to create and implement a structured, measurable and commercially focused marketing strategy.
Support included:
• Developing a comprehensive marketing and campaign plan aligned with sales objectives
• Creating coordinated month-by-month campaigns covering:
o Brand messaging
o New products and services
o Case studies
o Cross-selling and upselling
o Testimonials
o Social value activity
o Industry news and insights
• Supporting the redevelopment and repositioning of the VPS website
• Assisting with web agency selection, briefing and project management
• Rewriting website content to improve SEO, user journey and lead conversion
• Developing and managing Google Ads campaigns
• Writing SEO-optimised content to improve ongoing search rankings
• Creating social media campaign plans aligned with wider marketing activity
• Reviewing PR strategy and supporting decisions around in-house vs outsourced PR
• Developing email marketing strategies, templates and lifecycle communications
• Supporting CRM-driven marketing opportunities and automation
• Updating product and service brochures aligned with the new brand direction
• Providing ongoing project management, guidance and training for the internal team
• Acting as the “wordsmith” behind campaigns, messaging and content strategy
The focus throughout was on creating a far more organised, measurable and commercially effective marketing approach capable of supporting lead generation, awareness and long-term business growth.
The Outcome
The project helped VPS significantly improve the structure, professionalism and effectiveness of its marketing activity across all channels.
Key outcomes included:
• A more strategic and coordinated marketing function
• Improved website positioning, SEO foundations and user experience
• Stronger alignment between marketing activity and sales objectives
• Increased focus on measurable ROI and campaign effectiveness
• Better integration across website, email, social media, PR and advertising
• More consistent and professional brand messaging
• Stronger lead generation and awareness-building activity
• Increased internal confidence and capability through training and support
By combining strategic oversight with practical implementation and content expertise, I helped VPS modernise and professionalise its marketing approach while creating stronger foundations for ongoing lead generation and growth.
Client Feedback
“Jayne brought much-needed structure, strategy and clarity to our marketing activity during a period where the business needed a far more joined-up and commercially focused approach.
Her understanding of the security and property sectors, combined with her strategic marketing expertise and exceptional content skills, made a huge difference to the business. She quickly identified gaps, opportunities and priorities, and then helped us put practical plans in place to improve performance across all communication channels.
Jayne worked extremely well with the internal team, providing guidance, project management and ongoing support while also becoming the driving force behind the tone, messaging and content strategy across campaigns.
She is proactive, highly organised and genuinely easy to work with, and her contribution helped transform the way we approached marketing and lead generation.”
— Spencer Rock, Managing Director, VPS Security
