CASE STUDY
Creating a positioning and messaging hierarchy to consistently differentiate an employee benefits offer
Challenge
Our client, a professional services organisation, had offered employee benefits solutions alongside its main advisory offer for a number of years.
This service, however, was not marketed as a stand-alone offer.
This approach meant the service’s potential to a) bring new clients into the business, and b) generate valuable relationships and revenues, was not being realised. The company therefore decided to relaunch the service, with ambitious targets for growth.
Solution
We co-created the scope of the solution to include a positioning, messaging framework, key items of marketing collateral and a launch campaign.
We then interviewed key stakeholders internally – and spoke to a sample of the organisation’s existing employee benefits clients. We also carried out an extensive review of its competitor landscape.
Based on this insight, we identified a clear position, as well as key benefits for each customer segment.
We then created a differentiated value proposition, and resources including a messaging framework to allow consistent storytelling across touchpoints. Based on the framework, we created key items of collateral – including a LinkedIn launch campaign.
Results
Unprompted recognition of the organisation’s employee benefits offer grew significantly amongst target audiences – and there was a substantial uplift in leads for the employee benefits service as a stand-alone offer.
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