Client: Mitchell Wilson, Accounting and Advisory firm
Hum Consulting was asked to help Mitchell Wilson reposition its brand from a traditional accounting firm to a broader business advisory firm and support business development efforts to drive the firm's growth plan.
We conducted a marketing audit to identify and document brand strengths and weaknesses. Select staff members and clients participated in one on one interviews designed to gain insight into strategy, organisational structure, brand management, marketing communications and business development. Based on the audit findings we recommended and implemented a new brand strategy for the firm.
The value proposition: 'Unlock your potential' enabled Mitchell Wilson to position themselves as a business advisory firm to attract a new generation of clients. The new communications mix we created included a brochure, business development training, website, email marketing programme and social media presence.
This demonstrates our ability to deliver a large strategic project covering all aspects of brand and communication.
Mitchell Wilson want to change the way people view the role of an accountant in their business. We'll continue to work with them to take the strategy to new markets in 2013.
Client: Marshall McAdam, Boutique Recruitment firm
Marshall McAdam had established a growing reputation as a boutique firm providing recruitment services to finance and technology markets when they approached Hum Consulting to review their brand strategy.
While their striking visual identity was making a splash in the market they weren't communicating key strengths effectively. Hum conducted a brand development project to support their growth objectives.
The core message developed as part of that process 'It's the company we keep' became the company's tagline and an ongoing communications platform used to highlight their superior professional network with the target market. This was reinforced by a quarterly market report and regular profiles of successful clients.
We then developed a website to showcase the strength of Marshall McAdam's network in their specialist portfolios, including innovations such as social media business cards.
This demonstrates our ability to work within the parameters of existing visual identity to develop a brand story and a communications strategy to support it.
Working with a motivated team of professionals who want to engage deeply and genuinely with their market gave us the opportunity to innovate. We'll be working alongside Marshall McAdam to take their digital marketing to the next level in 2013.