Driving Growth With Long Standing Marketing Partnership
Driving Growth Through a 15-Year Marketing Partnership with L&S Waste Management
For more than 15 years, Defero Communications has acted as the outsourced marketing and PR partner for L&S Waste Management, one of the South’s leading independent waste, concrete, and aggregates businesses. This long-standing collaboration has ensured strategic alignment, brand consistency, and the effective execution of multiple marketing initiatives that drive awareness, engagement, and measurable business growth.
Strategic Partnership
From the outset, Defero has been embedded within the L&S business, operating not just as a supplier but as an extension of the senior management team. The relationship is built on trust, adaptability, and a shared vision. Whether managing high-profile campaigns, handling urgent design requirements, or responding to emerging PR opportunities, Defero has provided consistent support that evolves alongside the business.
Email Marketing and Database Management
One of the most powerful tools in the L&S marketing mix has been email. Defero has managed the company’s regional database of contacts, spanning both customers and prospects. From promotional and transactional campaigns to automated sign-up sequences, every message is designed and delivered to build loyalty, generate repeat business, and keep the L&S brand front of mind.
Design and Brand Development
Brand presentation has always been a cornerstone of the partnership. Defero has produced everything from service brochures and seasonal campaigns to vehicle livery and internal credentials documents. Alongside this sits the ongoing development of the L&S brand itself, ensuring consistent application across multiple divisions, from Waste Management and Aggregates to Concrete and Portable Loos.
Managing External Partners
With multiple marketing investments and collaborations in play, Defero has also overseen the company’s third-party relationships, including PPC advertising, web development, and Portsmouth FC sponsorship. This ensures every external investment delivers measurable value and supports L&S’s broader strategic goals.
Website and Digital Marketing
Defero has been instrumental in shaping and managing the L&S website. From ongoing content creation, including blogs and news stories, to the development of new service pages, the site has become a key driver of sales and enquiries. Working alongside L&S and Interpro, Defero helped design and refine the current online ordering process, making it one of the most effective digital tools in the industry.
SEO and PPC campaigns have been carefully managed to complement this strategy. Search-optimised content has improved organic rankings, while ongoing PPC management has ensured ad spend is continually refined for maximum ROI.
Campaigns and Community Initiatives
Over the years, Defero has helped L&S deliver some of its most memorable and impactful campaigns. These range from the award-winning L&S in the Community programme, which formalised local project support into a structured CSR initiative, to high-profile campaigns such as Simpler Recycling, battery recycling awareness, and fly-tipping prevention. The Local Heroes campaign, meanwhile, highlighted unsung champions in the community, generating both positive publicity and genuine goodwill.
Partnerships and Sponsorships
The partnership with Portsmouth FC has been another highlight, with Defero managing all stadium signage, big screen content, and concourse artwork. Beyond the visuals, Defero has also supported wider PR and marketing activity linked to Pompey in the Community, ensuring the partnership delivers tangible value as well as brand visibility.
Social Media, PR and Reputation Management
Defero has transformed the way L&S engages with its audience across digital channels. From video production and photography to targeted paid campaigns and competitions, social media has become a key driver of interaction and loyalty.
PR has been equally important, with Defero identifying and delivering a wide range of opportunities to enhance L&S’s profile. From press releases on infrastructure investment and MP visits to community projects and staff announcements, coverage has been consistent and high quality. Defero has also provided valuable crisis communications support when required, ensuring the L&S brand is always protected.
Google account management has played a complementary role here, with Defero monitoring and responding to reviews across multiple local accounts to maintain reputation and engagement at a community level.
Senior Management Support
Alongside outward-facing marketing, Defero also supports the L&S leadership team with internal documentation, presentations, and reporting. Monthly analysis of website performance, PPC results, and online sales ensures the business has the insights it needs to refine and improve its strategy over time.
Results
The impact of this 15-year partnership has been significant. L&S has become one of the South’s most recognised independent waste management brands, with a strong digital presence, an engaged customer base, and consistent year-on-year growth in online ordering. The brand has developed a reputation not only for its core services, but also for its role as a community supporter and responsible business.
Client Testimonial
“Working with Defero has been one of the best decisions we’ve ever made. They understand our business inside out and have been central to our growth over the last 15 years. Whether it’s building our brand, managing our campaigns, or making sure our message is consistent across every channel, they’ve delivered time and again. To us, they’re not an external agency – they’re part of the L&S team.”
— Mick Balch, Managing Director, L&S Waste Management