Case Studies

CASE STUDY

Marketing Strategy, Plan & Implementation 

DELIVERING 782% ROI WITH A THOUGHT LEADERSHIP STRATEGY

After researching the B2B digital marketing industry for PRWD, I created a thought leadership strategy to hit their commercial targets and business objective of 'being the most respected and desirable CRO agency in the UK'.

The marketing plan included campaigns around debunking myths in the industry and creating new methodologies to credibly position PRWD as thought leaders. The campaign messaging was delivered through a range of activities such as;

  • Speaker placements, keynoting at leading conferences including Elite Camp and Internet Retailing.
  • Writing & publishing a book with contributions from world leaders in CRO and reviews from the likes of Avinash Kaushik.
  • Content plan across newsletter, social networks & blogging as well as developing writing opportunities and training courses for respected industry outlets such as Econsultancy. PRWD were rated as one of the top ten most popular writers in 2015 by Econsultancy.
  • PR activities, both through conducting research to generate stories, to putting forward and preparing staff to provide comment for the likes of Tech Radar and Virgin Entrepreneur blog. An infographic from the research was featured in Hubspot's 10 best infographics of 2016.
  • Using an agency for SEO on key terms to positioning the agency highly in organic search (70% of our priority keywords appeared in position 1-3).
  • Created a set of invite-only events in Manchester and London, for directors in Ecommerce. 95% of which said they would recommend the event to a colleague.

The Results

Through implementing the marketing strategy and plan I delivered a 782% ROI, attracting clients such as Wilko, Skyscanner and Games Workshop.

Katie's thoroughness, attention to detail, and result-orientated approach are particularly impressive and valuable traits for a Marketing Manager and Co-ordinator. It's been a pleasure working together over the last 6 months, 

Simon Fryer

Search Director at CandidSky

CASE STUDY

Research & Insights 

Repositioning a UX agency

Back in 2013 PRWD, a UX agency which had been in business since 2004 had a problem. Despite attracting big clients such as All Saints, Lakeland and MBNA, the contracts were one-off. Growing the business was hard without the security of retainers. Moving their offering to CRO (based on the fundamentals of UX but usually done as an on-going practice) seemed like an obvious option. But what competition would they face, would they alienate their existing customers, and what was needed to pull off this transition?

To provide recommendations, direction and plans I did the following;

  • Client survey to uncover why clients chose to work with PRWD, what their apprehensions and motivations were. Uncovering insights such as the owner being one of the main attractions which highlighted problems for scaling.
  • Desk research into the size of the CRO market, marketers budgets, priorities and pressures. I also gained insights into the use of agencies for CRO and the role and perception of tools and technology.
  • Conducted a SWOT analysis to apply the research findings to the context of PRWD.
  • Conducted desk research on competitors propositions to map out the marketplace and find a gap in offerings.
  • Created a pricing strategy to achieve desired profit margins
  • Developed a target audience profile and lead qualification criteria.
  • Ran internal brand workshops to define brand values, proposition and business mission and vision. At the time of joining there were no concrete values but the owner had strong values and from the research, it was clear these were some of the main reasons people wanted to work with PRWD. Knowing that the business planned to scale it was important to draw these out to ensure the culture of the business would stay on track as they grew.
  • Created messaging for the brand and tone of voice guidelines
  • Wrote a creative brief to reposition the brand identity visually to communicate the new position, messaging and values with outputs including brand guidelines, logo, website redesign and all marketing collateral and internal documents.
  • Created internal processes to ensure operationally PRWD could fully deliver the proposition e.g creating a recruitment process to hire additional skill sets needed.

The Results

Through the research and insight, I repositioned the agency through branding, messaging, service offer and operationally; changing the make-up of sales from one-off UX projects to 6-24 month CRO contracts which allowed the agency to grow from 2 to 15 employees.

Katie made a big impact on the agency. A passionate Social Media advocate with an innate ability to rationalise the social mass making strategic sense of consumer activity online.

Andrew Davenport

Managing Director at Code Computerlove

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We engaged Katie shortly after our inception to help us with market analysis and start-up logistics. Working with her we were able to pull together key market insight and a road-map to launch. Katie is a pleasure to work with; by her nature, her professionalism, and by measure of the contribution to our company at the biggest of all hurdles; the first one. The working dynamic was frictionless and supportive throughout, and I would recommend Katie wholeheartedly. She delivered a framework that we still work to, and continues to support us through market updates and regular information sharing.

Sam Barlow

CEO of SafetyPin Photography