Verita, an independent investigations consultancy, needed help with the development and delivery of a strategic marketing plan, including corporate branding, website design and development, and digital marketing.
Verita, an independent investigations consultancy supporting the needs of regulated organisations in the UK from a number of different industry sectors needed help with the creation of an effective marketing plan. They searched for London marketing agencies and found Abacus Marketing. After meeting up, they also asked us to look at their corporate branding. This led on to website design and development, followed by digital marketing support including search engine optimisation.
The initial stage in the process was to understand their business proposition. To do this, we reviewed their business plan and analysed the marketing efforts of their competitors. We held brainstorms with the management team to find out about their customer segments and to understand how Verita’s products and services provided solutions to these problems. We held face-to-face interviews with every member of staff. We reviewed internal systems to see how well they supported the sales and marketing process. We tested insights and opinions from an anonymous online questionnaire.
We held a facilitated workshop session to develop a strategic brand proposition. This guided us towards the creation of a positioning statement that enabled Verita to stand out from the crowd. We developed core messages for the organisation and its products and services, and created a customer service charter as part of the process.
We created three design concepts and developed the preferred option in close partnership with the client. We created a site map and navigation structure for the website to reflect changes in the business plan, and provided a full copywriting service to create content for the website. After we had built it, we optimised onsite SEO. We created a brand handbook that is used by staff to ensure a consistent house style is delivered across all communications.
We developed a sales pipeline strategy to minimise churn and maximise conversion, and we liaised with their senior management team on an ongoing basis to help with the implementation of their overall marketing plan.
We provided full social media marketing support and delivered an SEO strategy that now sees them rank for over 600 relevant keywords, delivering a large number of organic site visitors every month.
We have also been commissioned to provide web marketing support for BASL, a not-for-profit social enterprise headed up by Verita’s non-exec chairman, and a full marketing consultancy support package for Eva, a start-up healthcare app devised by Verita.
“We greatly value the contribution that Abacus makes to our business, and consider them to be a virtual extension of our marketing team.”
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