CASE STUDY: BRANDING
IT STAFFING FIRM
QUICK FACTS
Client Situation:
- Lack of identity
- No consistent efforts
- No lead generation activities
- No return on investment
Solution:
- Created Clear Brand
- Unified all marketing efforts around the brand
- Created lead generation campaigns with clear ROI
- Internal marketing moved forward with clear and understood mission and direction
Key Benefits:
- High growth period
- Definable ROI
- Go-forward plan
- Clear direction
- Unified brand
- Key messaging and differentiation
CLIENT SITUATION
Our client is an IT staffing firm with revenues of $180 million and had grown over the years with no discernible brand identity. Prior to our engagement, they were meeting resistance from both clients and consultants regarding differentiation. They were well respected, but not widely known and had attempted some marketing efforts with various successes. They had not identified themselves in the marketplace and struggled with new market penetration. In general, the company was incredibly reputable, hard working for its clients and consultants, but failed to make that widely known and as a result had not attempted lead generation because it was viewed as impossible.
Overall issues included:
- Lack of identity
- No consistent efforts
- No lead generation activities
- No return on investment
S.J.HEMLEY MARKETING SOLUTION
We began with an assessment of the situation in order to determine the true differentiators of the firm and created a unique look and feel along with key messaging and differentiation. After meeting with stakeholders, we found that the brand relied on its ability to provide the highest quality of recruiting offering clients the best possible candidates with the least amount of effort on the part of the client. They offered candidates recruiting that cared about their careers and a straight shooting approach. All in all, they were a brand that clients and consultants could trust with finding the right people for the position and right career for their people. They are the go-to brand.
We agreed that the message to move forward with was that the firm was among the most thorough and dedicated in their space and that they took immediate action on every need. The message was refined and we moved forward with creative executions that would demonstrate this new message. The logo was updated to be fresh, but held onto its history. The websites were redesigned to carry the new messaging and new features and tracking capabilities were created to drive the message home and provide success metrics. New brochureware, datasheets, folders and case studies were created to reflect the new messaging. Email campaigns were created to begin driving the brand to a wider audience and the first lead generation programs were formed. Training was held with all staff to make differentiation clear and understandable for all in order to drive adoption.
Focus Areas:
- New Branding
- Updated Websites
- New Collateral: Client and Candidate brochures, Case Studies, PowerPoint, etc.
- Email Campaigns
- Onboarding kits
- Training
KEY CLIENT BENEFITS
The new brand had brought with it a number of benefits that translated into increasing success. The company now appeared to its various audiences as a leader in the marketplace. The consistency of the efforts drew attention from both clients and consultants.
The new messaging and differentiation made it easier and clearer for them to communicate with the audiences and as new markets were brought online there were clear ways to communicate.
The new websites began producing significantly higher traffic and increased numbers of candidate conversions to applicants. This trend continues to date.
The firm experienced industry leading growth for several years and continues to this day.
ABOUT S.J.HEMLEY MARKETING
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.
Marketing Strategy | Branding | Lead Generation Campaigns | Website Design & Development | Social Media | Market Research | Advertising
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