OnBrand

Using our knowledge of customer journey touchpoints, we created an integrated campaign that would take employees on their journey from announcement through to the takeover on day 1.

OnBrand Marketing Agency and Practical Change Partners successfully joined forces in August 2021 when it was announced that Signature Senior Lifestyle was to more than double in size, thanks to the acquisition of Sunrise and Gracewell Care Homes into their property portfolio, changing from managing 16 luxury care homes to 36 in the process.

Employee engagement and strong internal communication would be key to delivering internal acquisition success, so Practical Change Partners introduced OnBrand into the conversation, having worked together on Practical Change Partners’ own brand communication and business strategy plans.

Develop and execute a complex, strategic communications programme for staff, residents and their families

• Delivery of core objective to engage quickly and effectively with each and every team member across all 36 care homes across London and the home counties (over 4,000 individuals) to create a feeling of belonging and inclusion in the newly extended Signature family.
• Delivery of campaign goals including embedding company values, encouraging cross team collaboration, reassuring team members of all levels in the business of the many positive outcomes of change, despite the disruption and building internal recognition of the newly structured senior leadership team driving the larger business forward.

What we did.

• Video Marketing - Day 1 Welcome video messages from Senior Leadership Team.
• Email Marketing - Short weekly bulletins with acquisition milestone updates from key areas of the business.
• Project Management. - Together Campaign updates in general manager meetings, key workstream lead meetings and company-wide ‘Town Hall’ meetings.
• Intranet Management. - New company messages on The Hub Intranet to ensure team members across all care homes felt engaged and updated on key areas of the business, including day to day concerns such as uniform or entry card queries.
• Employee Engagement. - Celebration Party Packs, individual team thank you gifts and goody bags were delivered (as a special surprise on the day) to all care homes and the team support office for everyone to enjoy on the Day 1 merger completion.
• Social Media. - A fantastic sharing of all the individual care home festivities was encouraged across social media channels on Day 1.

Industry
Testing

Services
Business Strategy
Marketing Strategy
Website Design & Build
Content Messaging
SEO Services
Branding

Resillion (formerly known as Eurofins Digital Testing) is a CAC 40, Paris listed, global business delivering quality engineering and end-to-end testing solutions for software, digital devices and media content. With its cyber security services it provides a complete offering within the testing and quality assurance space.

The Background.

Stirling Square Capital agreed to acquire Eurofins Digital Testing in a carve-out deal from Euronext Paris Stock Exchange listed parent company Eurofins Scientific for €220m on a cash and debt free basis. Eurofins Digital Testing was established in 2015 and contributed approximately 1 percent of the Eurofins’ sales and employed over 600 staff.   It increased substantially in size and profitability over the past few years through organic growth, strategic investments and bolt-on acquisitions to expand its range of digital testing tools and services as well as its global reach.

The Brief.

Eurofins Digital Testing was to be rebranded as Resillion and approached us with the brief to build them a new website by migrating 4+ websites into 1.

The Challenges.

Eurofins Digital Testing was to be rebranded as Resillion and approached us with the brief to build them a new website by migrating 4+ websites into 1.

After initial consultations it quickly became visible that due to the company’s growth and accompanying diverse business portfolio of services and clients it meant there was no unified and cohesive strategy or vision about who Resillion were. There were different opinions across the business about what type of company they were and how they should present themselves to the market. The project and OnBrand involvements evolved rapidly into a business transformation piece.

To achieve more substantial growth and economies of scale the company needed to rebrand and position itself as the powerhouse it is and not operate as siloed companies.  A set of very clear challenges were identified:

• 4 separate businesses each with their own website
• Inconsistent messaging and positioning about who Resillion are and what they do
• An un-unified position
• Resillion didn’t know who they were.
• Different opinions about who and what the company was.
• The business silos didn’t know what one another did

Our Solution.

• Ran a selection of workshops with Resillion employees to facilitate and determine Resillion’s position in the market.
• Worked closely with Resillion’s business and product experts to extract and establish key strategic information and then consult on the best way to position and market the business overall and for each core business area.
• Carried out extensive industry and competitor research
• Structuring and mapping out the business and its services
• Built out a bespoke new website
• Developed Resillion’s brand messaging and identifying the powerful benefits they offer to the market.
• Content messaging and positioning project to produce everything from; headlines, straplines, introductory copy to longer form copy.
• Carried out extensive keyword research to identify primary and secondary keywords for over 50 pages.
• Optimised the website for SEO.

Industry
Retail (E-commerce)

Services
PPC
Marketing Consultancy
Social Media
Branding
Web development
Print Ads

About Linea Azzurro.

Linea Azzurro sells luxury 100% cashmere clothing, knitwear and accessories made in Italy for men and women in the UK, online only. Founded by two lifelong friends who have worked with fine Italian manufacturers for more than 20 years. They decided to combine their love for design and substantial knowledge to create Linea Azzurro.

Our Approach.

We took a closer look at Linea Azzurro—who they really are and what makes them stand out (USP’s), defining their brand values. We also looked at their existing customer base, to get a feel for who they’re currently engaging. Following on from this, we scoped out three competitors, researching their strengths and weaknesses, how they position themselves, and what they’re up to on social media and in search results.

Once we had all that info, we created up some profiles for Linea Azzurro’s typical customers and figured out where their products fit in the market. We didn’t stop there, though. We did a deep dive into Linea Azzurro’s online presence, using SEO insights and data from Google Analytics.

Wrapping it all up, we brainstormed their new marketing approach, plans for a website redesign and strategy, including how they’ll tackle social media—both paid and organic—as well as PPC campaigns and Print Ads.

Strategy & Branding.

Ran a strategy and branding session to get under the skin of the business.

Who Linea Azzurro really are, what makes them stand out (USP’s), their brand values. We looked at their existing customer base, to get a feel for who they’re currently engaging and undertook a target audience marketing project. Following on from this, we analysed a selection of their competitors , researching their strengths and weaknesses, how they position themselves, what they are up to on social media and in search results.

We coupled all of this with a review of their existing marketing activities and channels and then we had all we needed to define a brand and channel strategy and create an action plan.

Brand Development.

Gave them a stronger brand identity including values, mission, colour palette, typeface, social media look and feel including posts and profiles.

Website Development.

Their website was given a complete refresh visually to make it more modern and appealing from a user journey perspective.

PPC.

One of the challenges Linea Azzurro faced was reaching a wider audience and gaining brand recognition. Their online presence by comparison to their competitors was weak.  We recommended Google shopping ads to hit those further down the sales funnel and directly searching for the products they sell and Google display ads to generate awareness of their brand and drive traffic to their website.

Social Media Management.

Their socials (Instagram and Facebook) got a major injection of energy and style  (as you can see from the before and after) .  Going from flat and outdated single image posts we levelled them up to give a modern and fresh look and feel and added a larger variety of post types into their feed including short form video content, carousels, reels and stories.

The content being shared was shaken up too to be more appealing to their target audience and in line with content pillars we had developed for Linea Azzurro.  Their socials now share a story a fashion story based on “shop the look” “understated style” “wardrobe staples”.

Campaigns & Paid Social.

Increasing their visibility online and also reaching other audiences we had more identified more effectively such as the over 40’s professional workers was key to expanding their market and generating more sales so we launched paid social campaigns to target and appeal to a larger market.

Of course we also wanted to maximise sales for Linea Azzurro on key shopper and seasonal days such as Christmas and Valentines so launched a selection of campaign creatives around these times to boost sales.

Print Ads.

Linea Azzurro have historically invested a lot of their marketing budget into running print ads as the typical customer was of an older demographic and particular socio economic group.  We supported them in executing the designs they wanted for these print ads.

Industry
Home and Living

Services
PPC
Marketing
Social
Web development

The Brief.

As is typical with many companies, Citrus Group had outgrown their previous website as the business had expanded, with many new divisions and entities under the group banner. It also has ambitious plans to grow and wanted to align this to both its external brand appearance and touchpoints, but also internal values and corporate presence.

OnBrand were drafted in to consolidate their branding, positioning and refresh their message and website, on a journey to reaching new customers, attracting new clients and wider lead generation  – making it clear to existing and prospective customers who they are, their core values and mission.

Our brief was to help the business define itself and clearly communicate to stakeholders internal and external alike. These foundations would enable the business to evolve, grow and equally scale with new revenue streams within the same framework.

First Steps.

The first stage was to undertake a strategic review which involved a brand discovery workshop, and follow up with regional heads and stakeholders, and consolidate their individual needs into one consistent and solid visual identify that would represent them today and for tomorrow. We wanted to ensure the company evolved not only its logo and brand, but strategic marketing messages as well as embracing digital lead generation through email marketing, use of b2b social media platforms, google search and paid reach.

Deliverables:

• SEO review of the current website
• New visual identify – brand guidelines, logos, stationary, colours
• Understand and define business story and positioning – vision, purpose, personality
• Develop mission, customer promises, internal and external values
• Develop a new website
• Refresh the look and feel – logo, business cards, presentation deck etc
• Identify target audiences and where to reach them