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DeGrille Singapore: Establishing a strong brand identity online
For my polytechnic internship, I served as Marketing Executive for DeGrille Singapore, a local small medium enterprise (SME). In six months, I helped to increase their Facebook leads, their Instagram follows, social media reach, and more.
TEAM | SEAN TAN, SUPPORTED BY CLEVERLY SG + MY AMAZING COLLEAGUES AT DEGRILLE
INTERNSHIP DATE | 13 SEPTEMBER 2022 TO 10 FEBRUARY 2023
SOURCES CITED | META BUSINESS SUITE FOR @DEGRILLESG
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FirstObj
Background
DeGrille is a Singaporean small medium enterprise (SME) specialising in the manufacturing and installation of household products such as invisible grilles and automated motorised gates.
During my internship, the company would participate in its first public event, PetExpo 2022; the first physical iteration of the event, since the pandemic. This would be the perfect opportunity for DeGrille to reach out to pet owners, a key consumer base among potential invisible grille customers.
The company would also launch a new product: the DeGrille SmartShade, a motorised remote-controlled zip blind for home balconies. The product boasts latest innovations, such as sliding rollers, automatic calibration, obstacle detection, and more.
DeGrille stands out from its competitors as it offers a variety of security products alongside invisible grilles under one roof. As such, it's a one-stop destination for all things about home safety. However, despite having a website and social media pages since 2017, its online presence was relatively lacking compared to some of its competitors.
Objectives & Goals
With all that in mind, I set out the following objectives for myself:
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To revamp, rebrand and revitalise DeGrille’s digital marketing and social media;
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by forging a consistent and strong brand identity across its social media channels;
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strengthening DeGrille’s online brand presence by creating engaging digital content;
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producing branded video content that resonates with DeGrille’s target audience;
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running online advertisements on Instagram and Facebook; and
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diversifying the types of social media posts to increase content variety.

Prior to my internship, DeGrille social media content was more or less limited to posting daily job pictures with watermarks on them, with the same recurring captions for every post, so there was a lack of engaging content variety.
DeGrille's social media channels also lacked a unified brand identity, lacking a consistent brand colour palette, typeface and design language overall. This likely decreased the company's brand recall and brand recognition.

Within my first week of internship, I revamped DeGrille's online branding to be much more consistent across its different channels; using a blue gradient (derived from their logo mark) and the Sinkin Sans font, which is simple and clean like the Montserrat font, but slightly quirky and friendly, as a home brand for families should be.
I also prepared a brief marketing proposal, performing SWOT and STEEP analysis and social media audit of the company and its competitors.

On top of that, I prepared a regular content upload schedule for always-on content, consisting of videos featuring the company's installation projects every 1-2 weeks, together with promotional photos every 2 working days.
The content would run as Facebook and Instagram ads daily, targeting homeowners and prospective buyers. Ads featuring families with young children or pet owners were also specially targeted at customers within that demographic. Furthermore, the new content would also be shared on Facebook groups with homeowners.


Furthermore, I helped DeGrille set up a company LinkedIn page, which will allow them to increase their corporate presence online, where they can showcase their work culture and ethics. This will enable them to find and attract potential employees better. This was also because Legate, which is one of DeGrille's key competitors, also has a company page on LinkedIn and has a sizeable following.
Content Variety
I established four more different categories of content types, such as community engagement, curated content, real-time content and user-generated content. This ensured content engagement and variety, helping keep social media pages active:

Digital Media Ecosystem
Prior to my internship, DeGrille’s digital media ecosystem was disconnected and not integrated. The company has a good website that provides a variety of ordering and contact options. The website link is also prominently featured if a user searches up ‘degrille’ on the Internet.
However on social media, only the company’s Facebook and Instagram page was linked to the website, whereas the company's YouTube channel wasn't connected to the website.
It’s important that the company’s social media channels are linked and integrated to the website, as potential customers may be interested in DeGrille's services from coming across their social media channels, but would have no means of easily contacting them, besides searching up their company online.
By integrating the channels together and linking it to the website, I was able to streamline the consumer’s decision making process and user buying journey; making ordering from DeGrille more convenient:



Social Media Statistics
Since all the implementations I've made to DeGrille's online digital marketing efforts, there have been stark improvements in the company's social media performance, as seen in Meta Business Suite. Here are various statistics from the period of 13 September 2022 to 10 February 2023, the duration of my internship:









Key Projects
Throughout my internship, I've been fortunate to receive the opportunity to work on key milestone projects that have been core to the company's marketing efforts online. Here are three projects most memorable to me:
Working at DeGrille
Over these past few months, I've built up an incredible synergy with my supervisor and mentor, as well as the salespeople and installation crews of this company.
I've managed to work around language barriers when communicating with installers of Indian and Bangladeshi descent, accommodating to them when they are busy installing grilles and shades, and ensuring that my filming does not disrupt them. They also actively accommodate to me where possible, to ensure I get the shots I need to create a good video for that week. They recognise me whenever I visit the office warehouse now, and sometimes when they're leaving the job site in their lorry, I'd wave at them to say goodbye, and they would too. I realise this all sounds extremely cliched but I'm actually astonished at how six months of internship can enable me to build a connection with people from vastly different walks of life than me, who speak a different language than I do.
Apart from the installers, I've also worked closely with our sales associates, especially when they are overseeing projects, handling customer enquiries and what not. They would share with me their experience of handling difficult customers, and impart on their knowledge of their customers' needs, which helps me craft my content to help satisfy those needs, ensuring that DeGrille's marketing is also consumer-centric. I'm not a very extroverted person, so sales is something that I've always thought of as out-of-reach, despite its association with marketing. But being able to work together with people who are genuinely passionate about helping their clients and working to solve their problems together has definitely allowed me to step out of my comfort zone, far more than I'd have anticipated.
And of course, this all wouldn't be possible without the help of my supervisor and mentor, who have guided me every step of the way. They have been incredibly approachable right from the start, and I'd often find myself learning so much about the company, this industry, local SMEs and life (quite literally, I'm going to serve NS soon), just from our casual conversations together alone. Of course there'd be times where they think my work could be improved, or some things could be changed, which I'd usually be happy to accommodate to. Sometimes I'd propose an alternative idea I find to be more effective marketing-wise, and they'd be open-minded about it, genuinely considering my idea, allowing me to comfortably express my suggestions. They would place their trust in me and grant me the creative freedom to produce quality videos.
I've come to learn ultimately that people like these aren't common; and I've
come to greatly appreciate the work ethics that this small but
growing company embodies.
The Choice Of A New Generation

Have questions?
Let's get in touch.
C O N T A C T

A multi-disciplined Media & Communication student from SP who's ready to create content that connects for your company's media needs
© 2022 by Sean Tan. Supported by Singapore Polytechnic. All Rights Reserved
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