The Marketing Transformation Challenge:
Build a scalable business model within the UK with a view to expand internationally at a low cost for a boutique search firm specialising in permanent and interim staffing for qualified accountants across the capital and internationally.
The Marketing Transformation Solution:
- Development of an Integrated Communication Strategy:
- Target audience definitions (clients, candidates and the crossover of the two).
- Insight development based on recruitment trends.
- Brand values and service promise as foundations of content and services.
- One core proposition designed to unify all communications.
- Full customer journey mapping and content strategy for both target audiences.
- Specification of a new website aimed to deliver their service promise.
- Specification of a full SEO strategy, sourcing of specialist agency support.
- Development and deployment of a full system of templates, processes and measures for use in-house without hiring expensive external resource.
The Outputs and Benefits:
- Clarity of audiences and GAN’s core proposition enabling a higher ROI and lower CPA per candidate.
- Ability to create and curate low cost content, with highly targeted communications.
- Getting the basics right enabling a scalable business model and future proofing for international expansion.