Consolidation and Protect
The company had four brands which individually provided services in the tax return, accounting, financial planning and loans area. It also had 13 ITP – The Tax Professionals offices in Western Australia.
Scope of Works
The Directors of the four businesses engaged Brand One to help define a brand structure and align the marketing strategy to take the business forward.
Discovery & Background
With the cost (and revenue) from tax returns for SME’s and individuals rapidly declining, the business had to look to strategies to protect and increase profitability. Likewise, there was a clear niche for an organisation to provide a full financial service across all financial and accounting needs to deliver the best result for clients.
Brand One provided advisory on the brand structure and hierarchy and assisted in the roll out a plan. The plan, and subsequent plans each year, needed to align with tax and business ‘seasonality’ and engage with the targeted markets to deliver on revenue targets through the team of accountants, advisors and book-keepers.
What We Did
Strategic process: Working closely with a highly respected business strategist, Brand One embarked on a strategic process. Whilst it was important, it was also important that it was a collaborative process that was not cumbersome as Growth Partners is a SME in itself with very busy Directors.
There are two Directors who we workshopped SWOTS, objectives, brand names and more. From there, we helped to define their vision, values and core purpose, along with the USG (Unique Selling Proposition) and its value proposition. Key messages were articulated to help build the new company’s market position.
Branding and brand hierarchy: Working collaboratively, Brand One led the process of uniting all four brands into the one – Growth Partners. The ITP – The Tax Professional brand was critical and remained as part of the ‘conversation’ and marketing; however the name Growth Partners was transformed from its previous form to be the Group brand representing all services.
The other brands were strategically managed out over time allowing existing clients and employees to transition. A process of change management commenced with well managed and timed change-over of collateral from stationery to marketing materials.
Employee engagement: Employees were predominantly part of the ITP franchise and had little to no engagement with the rest of the Growth Partners’ services. They now had the opportunity to cross and up-sell all services. With employees spread around the 13 offices and with varying views and perceptions, they had to be engaged in the importance and value of the strategies.
A leadership team was formed by the business strategist to cover all areas including the brand transition and operations.
Brand One facilitated workshops, presented at the annual ‘retreats’ and ran role plays, challenges and working groups to help in the engagement process.
An integrated marketing strategy with a strong digital platform
A market position, value proposition and key messages to market were clearly identified and articulated to support the business development objective.
Brand One then built campaigns well timed with the tax and planning calendar to promote sales and build awareness in the full suite of services.
Brand One leveraged an optimised mix of mediums including internal communications, on and off premise promotion, advertising (on and offline), social media, EDMs, blogs and other sales collateral.
Are You Getting Enough? was born. Designed to attract attention and to give Growth Partners’ an edge (very not accountant!), this campaign was set to challenge prospective clients and business to question if they were getting enough back from their tax returns.
There were multiple audiences all in the lower tax spend sector including students, retirees, SMEs and sole traders.
The right media for each target audience was built into the strategy. It included:
- Strategic content marketing: Well managed, purpose-built content was deployed using digital mediums such as eNewsletters, blogs, social media and the website to send key messages out to market. Social media (LinkedIn, Facebook, Google+) as well as EDMs were used to engage in conversations and provide respected information to the target audience’
- In-store: With 13 offices located in the Perth metropolitan area and South West WA, point of sale material in posters and stickers were deployed, along with flyers and giveaways. The material was not just sent out. It was supported by role plays and presentations on how to use it and how to sell the new services (which was a lot of fun!)’
- Employee engagement programs: The transition has been supported with an employee incentive program; and a client referral and new client also launched.
- Commercial and useful website! A new website was built to present the consolidated new brand as well as to be a critical sales tool with a Resource Centre, FAQs and more were built to help the sales process. Designed by Sales and Marketers, key messages and the value proposition were the focus. When websites are so critical, it’s important that it works. Anyone can build a website but is it helping you sell more!