Proposition and Positioning
The agency had come about when the brothers, who had worked extensively, but independently, within the worlds of brand and architectural interiors, decided to join forces. Over the years, their success led to the development of a small team of creative associates and independent partners to work alongside them, but they realised that any continued growth meant they needed to be able to answer two fundamental questions; what were their ultimate goals for RAW, and how were they going to reach them? Together with this, came the need for some serious thought into exactly what it was that RAW offered, what made it so special, and how should this be articulated more effectively within their marketing and communications; this is where I came in.
Over a 6-week period I carried out a SWOT Analysis on the brand, undertook a survey and phone conversations with existing clients, and carried out research into their competition, as well as into a core set of existing and targeted markets. More importantly, I got to know Rich and Andy, and those that they work with. I spent time with them to understand their motivations and desires, to get inside the head of RAW; to discover what made it tick and what made them get out of bed in the morning!
After many very interesting discussions, we developed a new brand proposition and positioning for the agency, clarified their messaging and provided a clearer direction from which Rich and Andy were able to start re-developing the look and feel of all of their marketing and communications. I further provided them with a clear set of Marketing and Communication Goals, including objectives and measures, and recommendations for specific activities to support them as they continued to grow and evolve.
Apart from having the opportunity to work with two truly inspirational and creative brothers, it was incredibly rewarding to be able to become a part of their world and experience the positive change that they are able to bring about for the people that they work with.
Over a 6-week period I carried out a SWOT Analysis on the brand, undertook a survey and phone conversations with existing clients, and carried out research into their competition, as well as into a core set of existing and targeted markets. More importantly, I got to know Rich and Andy, and those that they work with. I spent time with them to understand their motivations and desires, to get inside the head of RAW; to discover what made it tick and what made them get out of bed in the morning!
After many very interesting discussions, we developed a new brand proposition and positioning for the agency, clarified their messaging and provided a clearer direction from which Rich and Andy were able to start re-developing the look and feel of all of their marketing and communications. I further provided them with a clear set of Marketing and Communication Goals, including objectives and measures, and recommendations for specific activities to support them as they continued to grow and evolve.
Apart from having the opportunity to work with two truly inspirational and creative brothers, it was incredibly rewarding to be able to become a part of their world and experience the positive change that they are able to bring about for the people that they work with.
A Clearly Defined Vision and Mission
I ran a series of discussions and workshops, and carried out a SWOT Analysis, to evaluate the Brand and to pinpoint and agree on the company’s unique proposition. This resulted in a redefinition of the company’s Vision and Mission statements, and in finding new ways of expressing and communicating their Brand Values and USP.
Following this process, I was able to use this new Brand direction to formulate key Marketing Goals, Objectives and Measures, with the aim of re-positioning fst within the marketplace, raising their profile in the creative industry, the retention and development of existing client relationships and building on existing staff engagement.
As a part of their Development goals included finding new clients and future partners, I also embarked on research into a number of target sectors; putting recommendations in place for focussed communication with potential clients and client leads, to help generate this new business.
Fst are a great bunch of people to work with, with boundless energy & creativity, so it’s great to be able to witness their continued growth and recognition for a number of key successes, including the opening of a new office in the US, taking on new clients and winning prestigious awards for both themselves and their clients.
Following this process, I was able to use this new Brand direction to formulate key Marketing Goals, Objectives and Measures, with the aim of re-positioning fst within the marketplace, raising their profile in the creative industry, the retention and development of existing client relationships and building on existing staff engagement.
As a part of their Development goals included finding new clients and future partners, I also embarked on research into a number of target sectors; putting recommendations in place for focussed communication with potential clients and client leads, to help generate this new business.
Fst are a great bunch of people to work with, with boundless energy & creativity, so it’s great to be able to witness their continued growth and recognition for a number of key successes, including the opening of a new office in the US, taking on new clients and winning prestigious awards for both themselves and their clients.
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