Marketing Case Study / Relevant Risk
Launch Strategy
| Client | Relevant Risk Limited | www.relevant-risk.co.uk |
| Objective | Develop business proposition, messaging and identity for launch |
| Quick Facts |
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Relevant Risk is a Bristol-based company specialising in risk assessment and consultancy specifically for the events industry. Their clients are any individuals or businesses that plan, or who are actively involved with, any size event. These range from large corporates and agencies, to freelance event managers, and venues. Relevant Risk is able to quickly identify gaps in knowledge relating to events risk and compliance, or the hands-on application of that knowledge, and propose essential mediating activities.
Originally named ‘Logical Soul’, the company was established in 2006. With over 20 years of experience in event industry, Alison McDougall initially used this company to continue in general event management consultancy. Over time, she developed the risk-specific proposition. With some significant clients already secured, and some new product development underway, Alison was keen to take the concept to market in a highly professional manner. She came to Clear Thought for assistance in organising her thoughts on the core proposition, and for a marketing strategy to give the new company the best possible chance of success from launch. We worked on the company positioning and developing key messaging as well as some key infrastructure projects, like an ecommerce website. This was all with the objective of preparing the company for significant growth in its first 18 months, and to establish steady online revenue streams.
What we did:
As a start-up business, we worked hard to ensure that Alison was able to get the most from the budget she’d put aside for her launch. To make the most of available funds, we pulled together a team of specialists from freelance to agency, to get the best from each. As an extended team, overseen by Clear Thought, we delivered:
Planning: In order to develop an effective onward marketing plan an audit of the business past, present and planned was undertaken. It was during this process that the sales funnel was scrutinised and a marketing strategy developed. It was also during this period that Clear Thought recommended that a more appropriate name be sought for the company. It was felt that ‘Logical Soul’ was too emotional and had no immediate correlation with the service.
Audience research: Before any real strategy could be implemented, it was important to find out what existing and prospective clients felt about this type of consultancy. Many of the target audience are events specialists themselves and it was important to work out how to pitch the service without being undermining their position as experts. A series of telephone interviews were undertaken by strategic planner Lucinda Brook, with some interesting findings. This research was then fed into the name development and audience messaging projects. Relevant Risk’s initial target audience was also wide and diverse. The research also helped define, categorise and prioritise the target.
Name development: A new name and strapline were developed; Relevant Risk - From Knowledge to Know-How. The name anchors the offering and develops a strong sense of the service, without tying the business to a specific sector. The strapline is careful to be respectful of the knowledge that the audience already has. To widen the pool of creativity, we included Andy Fuller from Design Bull and Marc French from Essential Marketing on our initial brain-storming session for this element of the project.
Brand Development:
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With a company name that now worked much harder in qualifying the business, an appropriate brand identity was developed, including core visual guidelines by Design Bull and an outline tone of voice. In addition, we appointed Creative Template Solutions to develop a Microsoft Office document toolkit which comprised on-brand templates that can now be powerfully used and re-used in-house to create presentations, hand-outs, leaflets and downloads.
Website and client-managed CMS:
With a more thorough understanding of the business and product portfolio, a clear and concise website was developed. This included an e-commerce functionality to sell online skill and knowledge assessments (The Knowledge Audit).
In order for Relevant Risk to maintain control of their own web content, an open source Content Management System (CMS) was recommended and tailored to meet specific needs and functionality. The site was also future-proofed to enable further products to be added for online sales in the future. We worked again with Design Bull on the visuals, and with Development Done Right on the site development using a Drupal CMS.
Social media set-up:
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Mindful of the start-up budget, Clear Thought recommended social media as an excellent method of driving traffic back to the website, using thought leadership articles as the hook. Having ensured that the website was set-up as an effective social media hub, we provided detailed training and checklists to allow the client to implement a social media marketing plan in the long-term.
Launch brainstorming: Including help with some initial PR quick wins and speaker opportunities.
What this meant to the client:
Alison McDougall, MD, says: “I am delighted with the work that Clear Thought has delivered for Relevant Risk. They certainly got the most from my budget, and didn’t shy away from tackling tough decisions, like changing the company name. The messaging that we developed has really hit the nail on the head with the people in my target audience that I’ve tried it out on, and I absolutely love the brand. I’m getting there with the social media stuff, and I’m confident and excited to take the concept out to market.”
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