Client case study – Strategy, branding and marketing communications

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

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 as an outsourced marketing department.

Having been through a number of strategic and structural changes, the first stage was to define the brand personality via a series of workshops with people from across the business. This was critical because as a service provider, those within the business are key to delivering the brand promise. External and internal communications have to accurately represent the experience people would have when engaging with the business.

The second stage was to identify profitable target markets by working with the finance team to analyse the net profit derived from different types of work and with the HR team to assess capacity. At the same time as looking at internal factors, we conducted a competitor analysis to help understand how competing business were positioning themselves and their target markets to ensure our offering would be unique.

The next step was to take the all the above and 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. With all the above elements in place, we set about developing an integrated communications plan that incorporates on and offline advertising, PR, social media, events and direct marketing. We also updated the business’ visual identity to effectively position the business and communicate the proposition clearly and effectively to the target market.