Practicality Brown

Practicality Brown environmental contracting is a specialist contractor delivering large-scale environmental clearance and land management services across the UK. The company is split into two divisions: Tree & Vegetation Clearance and Habitats

Working with developers, contractors, and public bodies, the company plays a key role in helping clients meet biodiversity goals through their habitats division, as well as delivering infrastructure development and vegetation clearance services.

Scope of Work

Practicality Brown engaged SALINE Business Services in 2022 to enhance their visibility and drive business growth through strategic business development and marketing.

The key objectives of this ongoing engagement are to:

• Increase visibility to attract more tender opportunities

• Expand outreach to build and strengthen client relationships

• Support growth by opening conversations with potential clients they wouldn’t usually have time to reach

• Improve their marketing presence, particularly on LinkedIn and other social media platform

This partnership is ongoing, with SALINE Business Services continuing to provide regular business development and marketing support. Activity is reviewed and adapted during quarterly strategy meetings to ensure it remains effective.

Challenges & Need for SALINE

Before partnering with SALINE, Practicality Brown faced several key challenges:

• Time Constraints: The team lacked dedicated time for proactive outreach and client engagement

• Limited Internal Resources: While they had strong industry expertise, they needed a structured approach to business development and marketing

• Limited Digital Marketing Focus: Their LinkedIn and social media activity needed a clearer strategy to reach the right audiences

• Need for Targeted Outreach: They required a focused approach to identifying and engaging high-value prospects and partners

Solution Provided by SALINE

Over the past three years, SALINE has delivered a tailored business development and marketing service to meet these needs. Key elements of the solution include:

Integrated Business Development Support

SALINE acts as an extension of the Practicality Brown team, supporting proactive client engagement. Activities include:

• Attending industry events on their behalf

• Registering for supply chain platforms and “meet the contractor” events

• Setting and reviewing quarterly goals to support annual growth targets

• Following up on quotes and regularly engaging prospective clients

Marketing Strategy & Execution

• Developing and delivering a practical marketing strategy, including social media content plans

• Managing LinkedIn presence and content for both divisions, boosting brand visibility

• Supporting with ad hoc design work for events and marketing materials

Pipeline Management

• Organising and optimising their CRM system (HubSpot) to track and manage opportunities

Targeted Outreach

• Identifying and engaging relevant potential clients, ensuring conversations align with Practicality Brown’s services and growth goals

Results & Impact

The partnership has delivered clear, measurable results:

Increased Business Opportunities

Consistent tender leads and business development activity have resulted in key project wins, including the Sizewell C project and Botley Bypass. New contracts have been secured directly with major contractors including Balfour Beatty, Careys, Winvic, and FCC Environment.

Expanded Client Network

SALINE opened doors to valuable new industry contacts and clients that were previously difficult to reach.

Enhanced Market Presence

Launched the Practicality Brown – Habitats LinkedIn page, growing the following from zero to 677 engaged followers in less than 10 months. Ongoing management of the Practicality Brown Tree Clearance LinkedIn account has further boosted visibility.

Professional Marketing Materials

Produced high-quality marketing materials for events, including brochures, banners, and adverts.

Improved Efficiency

By managing outreach and marketing, SALINE enabled the Practicality Brown team to focus on core operations and project delivery.

Client Feedback

Practicality Brown is extremely pleased with the support from SALINE, describing the partnership as genuinely valuable, particularly in areas where they previously lacked in-house expertise. SALINE has opened new doors and built strong relationships, helping Practicality Brown reach opportunities they hadn’t been able to before.

With SALINE’s help, everyday marketing tasks have become much easier to manage, freeing up internal resources and improving efficiency. Their LinkedIn and social media activity is now more consistent and engaging, playing a key role in promoting the business.

The partnership remains strong, with regular quarterly strategy meetings to review progress and set priorities, making sure that business development and marketing efforts stay aligned with Practicality Brown’s growth plans.