Professional services


The client, a well-established, multi-million pound professional services firm, had recently rationalised its operations and set its strategic and financial objectives for the following five years. The business did not have a marketing team so WTWS was asked to develop the marketing strategy and plan its implementation.

Having undergone structural change, the first stage was to define the brand personality via workshops with people from across the business. As a service provider, customer-facing staff within the business are key to delivering the brand promise. External and internal communications must accurately represent the experience people can expect when engaging with the business.

The second stage was to identify profitable target markets by analysing the net profit derived from different types of work and assessing HR capacity. At the same time, we conducted a competitor analysis to help understand how competing businesses were positioning themselves to ensure our offering would be unique.

The next step was to define our value proposition. Again, this was done via a series of internal sessions to ensure buy-in across the organisation and build the brand from the inside out. Subsequently, we developed an integrated communications plan to incorporate on and offline advertising, PR, social media, events and direct marketing. We also updated the business’ visual identity to reposition the business and communicate the proposition more effectively.


Objectives:

  • Provide a marketing strategy
  • Define a brand personality
  • Define specific profitable target markets
  • Create a value proposition and differentiation from competitors

Work:

  • Workshops with client to fully understand the business
  • Market research and competitor analysis
  • Marketing strategy document
  • Capacity analysis with HR to assess implications of change management
  • Budgetary planning and control

Achievements:

  • Marketing efficiency in terms of time and money
  • Integrated communications plan across PR, social media, digital, events and direct marketing
  • Increased level of new business acquisition
  • Clear brand definition and proposition