Creating clarity to bring niche software to market
Our partnership with SWS Group began when the company was still known as Streetworks Software. At the time the business consisted of a small team of specialists who had developed their first major software platform, SwIMS.
SwIMS was a powerful works management platform designed for the streetworks and utilities sector. While the technology was strong, the company needed help explaining the product clearly to the market and establishing a credible presence within a competitive industry.
As the company prepared to grow, leadership recognised the need for stronger communications foundations. The team needed clearer messaging, a professional digital presence and a strategy for explaining how its technology solved real operational problems for organisations in the sector.
Over time the business expanded, launching additional platforms including Qualified For, a workforce compliance tool that helps organisations manage staff qualifications and renewal requirements. As the product range grew, the challenge became ensuring the wider business story remained clear and consistent.
We began by working closely with SWS leadership to define how the company should explain its technology and the value it brings to the streetworks and utilities sector.
This strategic messaging work established the foundation for how SwIMS would be introduced to the market. The narrative focused on how real‑time software could simplify complex works management and give organisations better visibility of operations.
From this foundation we developed the company’s digital presence, creating a new website that clearly explained the platform and its benefits to potential customers.
Alongside the public website we built a dedicated customer support platform. This gave existing clients a central location where they could access guidance, documentation and updates on how to use the software effectively.
As the company grew and launched additional products, including Qualified For, we continued advising on communications and supporting the development of new product messaging.
Our team produced a range of communications content including photography, video and written materials that helped explain the technology to industry audiences.
At the same time we provided digital marketing guidance and training to the company’s internal team, helping them build the skills needed to manage day‑to‑day communications while relying on us for strategic projects and major initiatives.
The partnership supported SWS Group’s transition from a small specialist software developer into a growing technology company with multiple platforms serving the business sector.
Clearer messaging helped position SwIMS as a credible solution within the streetworks industry, while the company’s digital presence provided a strong platform for future growth.
As new software platforms launched, including Qualified For, the communications framework ensured each product could be introduced to the market with a clear and consistent narrative.
Today SWS Group offers seven software tools supporting organisations across multiple industries. The continued collaboration has helped the company explain its technology more effectively, strengthen its market presence and support its ongoing expansion.
Business Development Manager
