CLIENT SITUATION
Our client is one of the leading healthcare, scientific, information technology and engineering staffing firms in the world with offices in six countries and $1.5 billion in revenue. They had disparate brands that were not capitalizing on the strength of their other brands; they lacked identity and had very little name recognition. They had no discernible marketing strategy and no integrated sales and marketing efforts. Each execution stood alone and thus looked and felt like an entirely different company from website to brochureware to social media to campaigns. Overall, they had determined, independently, that they were having an identity crisis and that in-house marketing efforts were not serving their needs. Return on investment was not thought of as a possibility due to the situation and they decided it was time to make a change.

Overall issues included:

• Lack of identity
• No consistent efforts
• Disparate brands
• No lead generation activities
• No return on investment

S.J.HEMLEY MARKETING SOLUTION
We began with an overall marketing, sales and recruiting assessment with the intention of understanding the client’s current operating procedures and approach to the market. From interviewing the leadership team, sales leadership, sales SMEs, recruiting leadership, recruiting SMEs and marketing staff, we were able to build clear process flows, overall marketing strategy, messaging, differentiation, competitive analysis, market strength and go-to-market strategies. The marketing strategy was created with clear go forward steps that were needed, along with a tactical assessment and recommended efforts.

The assessment determined that the strength of the brand relied on its ability to project itself as one company giving confidence to clients, consultants and the investment community. The company needed to move to a single brand perspective, conveying one strong message with unifying elements. All executions were built to capitalize on the single brand. The strategy became the focal point for asking a simple question, “Why should we be doing this?” Each opportunity was reviewed in order to determine its function, audience and message leading to a revamp of marketing process and execution. It was determined that a step-by-step approach would be taken to revitalize the brand as opposed to a sweeping effort which allowed cost containment.

Focus Areas:

• New Branding
• Updated Websites
• New Collateral: Client and Candidate brochures, Case Studies, PowerPoint, etc.
• Office Location Prioritization
• Lead Generation Campaigns for both Client and Candidate
• Tradeshow Booth and Campaigns
• Email Campaigns
• Onboarding kits
• Training

KEY CLIENT BENEFITS

• The unifying brand had immediate impact on both the candidate audience and the investment community. The messaging was now understandable for all to see and was directed to the right audiences.
• The new websites began producing 30% higher traffic and candidate conversions to applicants within the first month and to over 100% within one year.
• The client audience showed impact after the very first lead generation campaign with a return on investment of 10:1. Subsequent marketing campaigns resulted in even higher ROI and were focused on key markets and locations as per the strategy.
• Tradeshows went from unqualified leads to qualified leads that each office acted upon within a single week. ROI was measured for each effort.
  The firm experienced unprecedented growth for coming 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