Budget Skips Coventry had been in business for over 20 years, built a team of more than 70 people, and earned a reputation as one of the best-known waste management companies in the area. But rising waste processing charges were squeezing margins, and the answer was not to chase volume further afield — it was to own the local market more completely. The brief was clear: tighten the focus, sharpen the brand, and make Budget Skips the undeniable first choice within a 10-mile radius of Coventry. That is exactly what we set out to do.
Budget Skips had grown steadily on the strength of their service and word of mouth. Customers who used them stayed with them; the testimonials on their website tell that story clearly, with trade accounts, repeat bookings, and long-standing relationships spanning years. But the brand had not kept pace with the business. The visual identity was tired, the website was not structured to convert local search traffic, and the full breadth of their services, far more than just skip hire, was not being communicated clearly to the audiences who needed to know about it.
At the same time, the economics of the waste industry were shifting. Processing charges were rising, making long-distance collections less profitable and reinforcing the logic of focusing marketing spend and effort on the local catchment area where Budget Skips already had the infrastructure, the reputation, and the relationships to win. The strategic question was not whether to focus locally — it was how to do it with enough impact to grow market share meaningfully within that 10-mile radius.
The brief covered everything: a strategic marketing plan, a rebrand with new graphical brand language, a rebuilt website, and a set of local marketing tactics – including print advertising, door-to-door distribution, and an innovative QR code programme, designed to reach residents and trade customers wherever they were.
We began with a full strategic review of Budget Skips' market position, competitive landscape, and the economic pressures driving the brief. The plan identified the 10-mile local catchment as the primary growth opportunity and set out a channel strategy built around local visibility — combining digital and physical touchpoints to reach both domestic customers and the trade accounts that represent the most valuable long-term relationships. The plan also identified the full service range as an underutilised asset and recommended a communications approach that moved Budget Skips firmly beyond the "cheap skips" positioning into a broader waste management partner narrative.
The rebrand gave Budget Skips a refreshed visual identity that reflected the scale and professionalism of the business they had become – not the single-vehicle skip hire operation they had started as. A full graphical brand language was developed, giving the team consistent visual tools across every touchpoint: the website, print advertising, vehicle livery, and social media. The new brand communicated reliability, local knowledge, and environmental responsibility — the three things that matter most to customers choosing a waste management partner.
The website was built to work harder for the business — structured around the full service range, optimised for local search, and designed to convert visitors into bookings as efficiently as possible. The online ordering and collection booking functionality was given prominent placement, reducing friction for customers who wanted to act immediately. The site also gave proper space to the breadth of Budget Skips' services, ensuring that trade customers, builders, and commercial clients could quickly find the specific solution they needed.
As part of the local market share strategy, we developed a programme of advertising in local newspapers and community publications covering the core catchment area. The creative was designed to cut through in a cluttered local media environment — clear, direct, and focused on the key messages that drive local customers to pick up the phone or visit the website.
One of the most distinctive elements of the campaign was the introduction of QR code stickers applied directly to Budget Skips' fleet of hired skips. Every skip on a driveway or building site became a live marketing asset — a visible, branded presence in the local area that invited passers-by and neighbours to scan and book instantly. The QR code linked directly to the online booking system, turning footfall around the skip into a frictionless repeat booking mechanism. For a business where one skip hire often leads to another — from a neighbour, a friend, or the next phase of a project — this was a simple but highly effective local acquisition tool.
We managed Budget Skips' social media channels with a content strategy focused on local relevance, service range, and the environmental credentials that increasingly matter to both domestic and commercial customers. Posts showcased completed projects, highlighted the breadth of services, and reinforced the message that Budget Skips was the local waste management partner — not just the cheapest skip on the street.
Since engaging Make Me Roar, Budget Skips has achieved the following:
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