the Enterprise Edge CASE STUDY

New business, brand and marketing positioning for niche growth

New brand development, market research and marketing strategy with support of Done For You execution to maximise the Business Owner's intention of personalised service in the area of accounting for small to medium businesses' .

The Challenge

How do you position an accountant with a passion for small business enterprises to have a strong voice above its competitors?

The Solution

Devise a brand which supports the Owner's drive and ambition combined with a purpose-built marketing plan to appeal to their audience.

The Result

A business marketing infrastructure which aligns to his values, is simple to understand, builds confidence and respectability quickly.

The Business Playbook

The Enterprise Edge, formerly Stewart Accounting and Advisory, an accounting practice who ensures accuracy, reliability and innovation. The client was not happy with their previous branding or how they were presented to the market. Rather they desired a brand which highlighted their expertise and knowledge and differentiated them from their competitors, based upon his own core values and excellence.

Furthermore, the client wanted a marketing strategy which would support growth, improve brand awareness and stand above his competitors in a very competitive marketplace that is accounting. The marketing game plan had to ensure qualified and realistic leads were generated and align with his sale process.

During the execution process, a comprehensive email and social media communication, multi-layered campaign supported the owner's other lead generation avenues. The Owner decided on a public media strategy of a 2 year sponsoring deal with a niche audience. With a powerful brand the owner doubled his client based within 12 months and increased referrals from his clients by 48%. This meant that he didn't have to invest in digital marketing advertising and invest more in maintaining his brand awareness.

MARKETING ANALYSIS & STRATEGY

The first important step was to complete a marketing analysis. This process incorporates a complete competitor market research, keyword analysis and google compatibility.

This process allowed us to implement a SWOT analysis to determine how best to position in the market space. Secondly, an Owner Personality and Capability audit was completed. In this process we understand the decision maker's thought processes, identify how best they operate and determine the personality attributes that supports the positioning strategy.

With this in mind, The Enterprise Edge has a unique style and flair, minimising traditional accounting language and staid imagery. Instead the language takes a 'forward' approach, sets an expectation of business behaviour and demands relationship building.

BRAND DESIGN

The imagery has an industrial, aviation and architectural approach, which reflects the client's personal interests. Also, the client wanted to avoid standard accounting style photos of people, an office and calculators.

WEBSITE NEW BUILD

The new website is edgy, simply formatted for a positive user experience and designed to support the reader. Use of abstract imagery is purposeful, aligning with the client's new language. As the client wanted to create Expert Matter, the website was extended to allow for downloadable material and lead capturing options. The website has the ability to provide automated email and communication campaigns as and when needed. This website format is ideal for a business that is desiring a unique or disruptive style that highlights their expertise and knowledge.

SOCIAL MEDIA SUPPORT

Included in the new brand launch was creation of all social media platforms including LinkedIn company page, Facebook company page, Google My business account. The client agreed to 4 social media posts per week delivered across LI and FB with the intention of brand awareness and database building. Within a three months period from launch of new business, 31 new clients were gained and increases in followers by 75%.

EXPERT CONTENT MATTER

The client sponsored a large QLD based industry association which was a business strategic alliance. Because of this relationship, opportunities were given to provide fortnightly articles for their newsletter. These articles covered important points regarding accounting and finance recommendations for the readership. Also, to elevate the brand, monthly ebooks were created for both the strategic alliance as well as general lead generation.

PARTNERSHIP AND SPONSORSHIP

The client had specific industries the business wanted to support with one of these being the transportation industry. Developing a sponsorship relationship with Queensland Trucking Association, Your Marketing Machines assisted with the maintenance of the relationship providing content in the form of articles, email communication, advertising pieces and general marketing support.

Category:

Market Research and Industry Analysis; Marketing Playbook development; new website creation, keyword and Google Audit, web content creation; social media establishment, creation and management; CRM software integration, email/newsletter development and management; referral marketing strategy development and execution; support with sponsorship relationship and article writing; ongoing business and marketing coaching - Delivered by Your Marketing Machines

Brand Development and Positioning - Delivered by Design Governess

Website: www.theenterpriseedge.com.au

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