Web Design
User Journey Mapping
Development
Content Creation
Year
Client
Website
While SPS's field capability was exceptional, its commercial maturity had not kept pace.
Category confusion: Consumers were likely to mistake SPS's GEAR membership for travel insurance, obscuring its real value as active rescue and medical evacuation support.
No conversion infrastructure: SPS had no dedicated landing pages, funnel, or tracking system in place, leaving prospects unable to understand or act on the offer.
Undefined enterprise approach: On the B2B side, SPS lacked a structured way to prioritise industries, tailor messaging to different buyers, or generate qualified conversations with security, HR, and operations leaders.
Brand fragmentation: The relationship between SPS and its GEAR membership product was unclear, creating friction before trust could even be established.
Without a clear commercial system, SPS risked strong operational capability going unrecognised in the markets it was trying to reach.
We began with a full discovery process using CSM's 7L diagnostic framework, scoring SPS across leadership, liquidity, leverage, load, landing, logistics, and line-up. This produced an evidence-based baseline, highlighting strong operational leadership and logistics alongside a critical gap in sales funnel infrastructure. On the consumer side, we repositioned SPS's GEAR membership away from insurance and towards a specialist rescue and response category, defining four ideal customer profiles and a five-pillar Prospect Experience model to guide messaging and conversion. In parallel, we developed a dedicated B2B growth strategy, identifying priority industry segments including Oil, Gas & Energy, EPC & Infrastructure, and NGOs & International Development, and mapping a distinct messaging angle for each buying role, from Security Directors to CFOs.
With strategy set, we moved into execution, building the digital infrastructure to support both the consumer and enterprise sides of the business:
GEAR brand identity: We designed GEAR as its own consumer-facing brand, distinct from SPS's corporate identity, giving the membership product a clear, standalone presence in market.
Consumer landing pages: We built two live landing pages on a dedicated GEAR subdomain, one for Adventure and Expedition Travellers, one for Digital Nomads and Remote Professionals, each reframing GEAR against insurance and walking prospects through how live response works.
Membership presentation: We structured and priced a clear three-tier offer, from single-trip cover to annual membership to specialist support, so prospects can see exactly what they're buying at each level.
Tracking infrastructure: We connected Google Analytics 4, Google Tag Manager, and Google Ads across both landing pages, ensuring every visit, click, and enquiry is measured from day one.
B2B landing page concepts: We designed enterprise landing pages built around a direct "Speak to Our Response Team" enquiry model, with capability overviews and credibility signals tailored to security, HR, and operations buyers.
B2B lead magnets: We created three data-driven assets, including a Travel Risk Exposure Assessment and a regional guide to operating in the Middle East, designed to open conversations with target enterprise buyers.
Together, these builds gave SPS a live consumer front door and a ready-to-launch enterprise toolkit, both grounded in the same underlying positioning and brand logic.
Demand generation is now underway. On the consumer side, we've built two Google Search campaigns targeting Adventure and Expedition Travellers and Digital Nomads, using exact and phrase match on high-intent rescue and evacuation terms, with the UK and US as initial test markets. Campaign structure and keyword research are complete, and campaigns are ready to launch within 24 hours of final sign-off. On the enterprise side, we're aligning with SPS on priority segments and messaging before moving into outreach, with a deliberately light-touch approach to outbound that supports visibility and trust rather than leading it.
Given this is a new market for SPS, we've taken a conservative, test-and-learn approach designed to validate messaging and channel performance before committing further budget.
/KEY OUTCOMES/
Our work with SPS Global Assistance moved the business from strategic discovery to a working commercial system, live on the consumer side and asset-ready on the enterprise side. By clarifying positioning, building the GEAR brand, and developing the pages, assets, and tracking needed to support both audiences, we gave SPS a working foundation to acquire members and enterprise clients alike. As paid campaigns and B2B outreach begin, these figures reflect what has been built and launched to date, with performance metrics to follow.
GEAR landing pages designed, built, and launched for the consumer membership market
B2B lead magnets created to open conversations with security, HR, and operations leaders
Tracking platforms connected — GA4, Google Tag Manager, and Google Ads — to measure performance from day one