ORGANIC

Marketing Strategy & Branding

ORGANIC

Marketing Strategy & Branding

Overview

Organic Insurance, Organic Money and Organic Invest had all recently been rebranded with a new visual identity but the brand was missing the substance behind the style and strong strategic direction for the marketing. The objective was to create a cohesive brand that could be applied in its own way across the three independently regulated businesses providing unity whilst also maintaining some autonomy. Marketing to date for the companies had largely been word of mouth and referral marketing but their goal was step into the digital arena to facilitate their massive growth ambitions.

Step 1: Activation

Three companies joined together by a leadership with ambition for long term growth. The vision for a unified business that could service the market across insurance, investments and mortgages was clear. What Organic needed was a 'group' brand strategy to provide the professionalism and flexibility for success in each market.

Each business in turn needed a marketing strategy that would take them beyond the revenue generation they had achieved to date. A strategy retreat in the Lake District and several days in the office diving into the detail of each business provided a set of objectives for the year ahead.

S1: Activation

Three companies joined together by a leadership with ambition for long term growth. The vision for a unified business that could service the market across insurance, investments and mortgages was clear. What Organic needed was a 'group' brand strategy to provide the professionalism and flexibility for success in each market. Each business in turn needed a marketing strategy that would take them beyond the revenue generation they had achieved to date. A strategy retreat in the Lake District and several days in the office diving into the detail of each business provided a set of objectives for the year ahead.

Step 2: Intel

Starting with the insurance business we researched the market to understand customer buying behaviour, trigger points and trends. We conducted customer surveys to gather intel from existing customers and brought everything together to formulate a plan of action for a challenging B2C environment.

With a strong background in lead generation and customer acquisition alongside an industry wide cancellation rate averaging 20% the focus was going to be how to build brand loyalty to a point that retention levels and share of wallet increase.

S2: Intel

Starting with the insurance business we researched the market to understand customer buying behaviour, trigger points and trends. We conducted customer surveys to gather intel from existing customers and brought everything together to formulate a plan of action for a challenging B2C environment. With a strong background in lead generation and customer acquisition alongside an industry wide cancellation rate averaging 20% the focus was going to be how to build brand loyalty to a point that retention levels and share of wallet increase.

Step 3: Segmentation

Servicing both B2B and B2C markets with an extensive product portfolio the segmentation strategy was critical for understanding where resources should be allocated and how marketing should be targeted and personalised.

The intel gathered along the process on the strengths of the business as well as market trends indicated that a geographical segmentation would be beneficial and so this was a factor introduced into the marketing strategy.

S3: Segmentation

Servicing both B2B and B2C markets with an extensive product portfolio the segmentation strategy was critical for understanding where resources should be allocated and how marketing should be targeted and personalised. The intel gathered along the process on the strengths of the business as well as market trends indicated that a geographical segmentation would be beneficial and so this was a factor introduced into the marketing strategy.

Step 4: Position

Organic had recently updated their visual branding to something modern, professional and minimalist. It was perfect for the industry and packed with class but a visual identity alone isn't enough to generate brand loyalty. The substance was required and created working with employees at all levels of the business. At the end of the process they had a brand that didn't just look the part but connected with customers.

S4: Position

Organic had recently updated their visual branding to something modern, professional and minimalist. It was perfect for the industry and packed with class but a visual identity alone isn't enough to generate brand loyalty. The substance was required and created working with employees at all levels of the business. At the end of the process they had a brand that didn't just look the part but connected with customers.

Step 5: Experience

Customer engagement was largely focused on pre sale activity and so at this stage our focus was on increasing post sale engagement and developing relationships. A mix of content marketing, email marketing, direct mail and social media was used to maximise relevant interactions with customers.

S5: Experience

Customer engagement was largely focused on pre sale activity and so at this stage our focus was on increasing post sale engagement and developing relationships. A mix of content marketing, email marketing, direct mail and social media was used to maximise relevant interactions with customers.

Step 6: Process

Organic already had a fantastic customer acquisition process but needed to ensure consistency across each business and sales team member. Sales training was increased, standard policies introduced at critical points in the buyer journey and more focus on building brand loyalty from first interaction.

With the joining of the companies there was now an increased product portfolio so specific attention was placed on encouraging referrals, cross and up selling to new products.

S6: Process

Organic already had a fantastic customer acquisition process but needed to ensure consistency across each business and sales team member. Sales training was increased, standard policies introduced at critical points in the buyer journey and more focus on building brand loyalty from first interaction. With the joining of the companies there was now an increased product portfolio so specific attention was placed on encouraging referrals, cross and up selling to new products.

Step 7: Assets

Four new websites had been commissioned but the design agency was racking up costs and the process wasn't moving forward. New brochures were also on hold because of a lack of direction and content.

Working with the existing agency to get the deliverables owed before selecting a new partner to cost effectively produce three of the websites we were able to get the assets needed to begin marketing effectively. I was also able to work with staff internally to produce all content (except video) in-house reducing cost and speeding up the process.

S7: Assets

Four new websites had been commissioned but the design agency was racking up costs and the process wasn't moving forward. New brochures were also on hold because of a lack of direction and content. Working with the existing agency to get the deliverables owed before selecting a new partner to cost effectively produce three of the websites we were able to get the assets needed to begin marketing effectively. I was also able to work with staff internally to produce all content (except video) in-house reducing cost and speeding up the process.

Step 8: Implementation

After a strategy and implementation plan was in place alongside the new marketing assets and branding the company was able to employ a part time marketing officer to continue implementation. By undertaking this strategic work first they knew exactly what type of marketing specialist they needed and I was able to work alongside them for a period of time to ensure smooth transition.

S8: Implementation

After a strategy and implementation plan was in place alongside the new marketing assets and branding the company was able to employ a part time marketing officer to continue implementation. By undertaking this strategic work first they knew exactly what type of marketing specialist they needed and I was able to work alongside them for a period of time to ensure smooth transition.

The Branding

The logo and visual identity was already in place but the brand needed bringing to life. It needed the substance behind the style. As a business, Organic were all about people and relationships. They put a lot of emphasis on building long term relationships with their clients and ensuring they always delivered a personal level of service that went far beyond an average company. As such it was critical that we communicated this on a digital platform and so created some great photography and videography. We also captured a lot of time-lapse video to showcase the beautiful locations of their offices.

The Websites

Our aim with the websites was to create a cohesive look and feel whilst ensuring their individuality. Four websites in total were created. A group site, insurance, investment and mortgage site. This was necessary because of the way the businesses were structured and the strict financial regulations in the industry.

The brand was centred around the people and as such the websites showcased this personal, attentive way of doing business in an industry known for automation. The copy, imagery and blog content all worked together to create an informative, friendly and approachable feel that encouraged visitors to pick up the phone.

The Brochures

The brochures were created for Organic Invest to help communicate their product portfolio to two different audiences. Their fund options were available to individuals or through Independent Financial Advisors and as such the company needed to communicate to both.

Using the clean, minimalist design of the branding complex information was presented in an easy to digest manor with key stats being used to grab attention. Again the people behind the investment company were key to the brand and front and centre in the brochures.

Client Feedback

“I’ve had the pleasure of working with Katherine over the last 12 months. Her honest and understanding approach along with limiting her own number of clients to maximise the time she spends with you is a breath of fresh air. I would have no hesitation in recommending the services of Katherine and I hope she can continue to be a integral part of Organic.

– Duncan Bennett, Director, Organic

Ready to get strategic about your marketing?