www.4MAT.com www.4MAT.com From 5 to 1: Aspire’s rebrand journey Marketing Forum | Association of Professional Staffing Companies | 4.11.14
From 5 to 1: Aspire's rebrand journey
Jun 20, 2015
Aspire Global Network (comprising market leading brands such as PFJ, Periscope, RP Cushing and The Graduate Recruitment Company) recently rebranded to become Aspire. This was a huge project that saw Aspire and 4MAT working closely together over 10 months. This presentation outlines that journey.
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From 5 to 1:Aspire’s rebrand journeyMarketing Forum | Association of Professional Staffing Companies | 4.11.14
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Introductions
Aspire’s brief
Challenges and risks
A proven methodology
Our solution
Takeaways and learnings
Results
AGENDA
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INTRODUCTIONS
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ABOUT THE SPEAKER
Andrew Soane, Lead Brand Consultant/ Director of Client Development
26 years in branding, recruitment marketing, and digital recruitment
Key clients: Aspire, BP, BT, Capita Resourcing,Ernst & Young, Fircroft, ManpowerGroup, Philip Morris, SThree, Tesco
google.com/+AndrewSoane
www.twitter.com/andrew_soane
uk.linkedin.com/in/andrewsoane/
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OUR PURPOSE
To create the world’s best digital recruitment brands“
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ASPIRE’SBRIEF
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THE BUSINESS STRATEGY
Extend capability and reach (leverage existing client relationships)
Enhance and grow offering in specific functional areas (e.g. digital)
Grow corporate business
Extend global capability by leveraging international clients
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ASPIRE GLOBAL NETWORK
ConferencesCreative & Technical
Digital Media ServicesEditorial & Content
Exhibitions & EventsIntellectual Property
MarketingMedia Planning/Buying
Media Sales
Market ResearchData & Analytics
Account handlingAdvertising
BrandingCreative
DesignDigital
Integrated Production
Strategy & planning
MediaSales
Marketing
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REQUIREMENTS
To simplify the offering and structure
To align the businesses under a single Aspire umbrella brand (monolithic strategy)
To create a flexible brand architecture that allows the business streams to articulate their own personality and offering
To create a ‘competitive but collaborative’ environment
To reflect the creative, high energy, forward-thinking sectors Aspire works with
To reflect the business values
To position Aspire as a confident, expert partner and differentiate the organisation
To drive down costs of candidate acquisition
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CHALLENGESAND RISKS
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CHALLENGES & RISKS
Risk of losing the heritage, legacy and loyalty of the constituent brands
Risk of being seen as a generalist
How to communicate the full offering, including the “digital question”
Creating a unique brand and identity
How to communicate the changes internally, and take employees “on the journey”?
Demands of managing the rebrand across 100’s of touch points (digital, social, environmental, internal, sales collateral etc)
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WHAT’S IN A NAME?
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OURMETHODOLOGY
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TRIED AND TESTED METHODOLOGY
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THESOLUTION
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Phase 1: DISCOVER
EXECUTIVE STAKEHOLDER
WORKSHOP
CANDIDATESATISFACTION
SURVEY
COMPETITOR BENCHMARKING
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Phase 2: DEFINE
VALUE PROPOSITION STATEMENT
Message framework
Pill
ar
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Pill
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Phase 2: DEFINE
VALUE PROPOSITION STATEMENT
Message framework
Acc
ou
nta
bili
ty
Co
mm
un
icat
ion
Flex
ibili
ty
Pe
rfo
rman
ce
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CUSTOMER PROPOSITION
Aspire is a market-leading recruitment and talent acquisition partner, with a proven heritage across the advertising, communications, creative, digital, marketing, and PR sectors. We work with our clients on an ‘graduate-to-C-suite’ basis, providing a range of specialist, bespoke and volume recruitment solutions across our global network, which means we can partner our clients wherever their requirement is in the world.
With the expertise and know-how of specialist niche agencies, matched with the resources and scale of some of the biggest recruitment providers in the world, we can respond to your requirements however big (global) or small (local).
Ultimately, we have a proven track record in helping our clients achieve their business goals by attracting and sourcing the talent they need to grow their business.
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Phase 3: DEVELOP
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Phase 4: DELIVER
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COMMUNICATION:TAKING PEOPLE
ON THE JOURNEY
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STAKEHOLDER GROUPS
Executive team Strategy
Decision making Activity & support
Seniormanagers Consultation Activity & support
Employees Briefing
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RESULTS ANDLEARNINGS
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POSITIVE RESULTS
Early days, but …
Great feedback on the rebrand (surprise and recognition of how far reaching the rebrand has been)
Much easier to describe/understand the business/structure/ offering
Collaborative team working
Client wins
50% increase in applications
The website – well received by clients and candidates alike (81% of candidates rated site as very good or excellent and 94% would recommend the site)
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LEARNINGS & TAKEWAYS
Budget is critical – a full rebrand can’t be done on the cheap
Allow more time – sheer amount of ground to cover
Clarity over deliverables is vital
Equal focus is required on messaging and proposition as it is on visual identity
Consider the practical deployment of the brand (e.g. photography, sales tool kits etc)
Carefully consider the communication and launch – internally and externally
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Questions?
For further information please contact:Andrew Soane, Client Development DirectorTel: +44 (0)207 247 9494 or +44 (0)796 401 9741E-mail: [email protected]: uk.linkedin.com/in/andrewsoaneTwitter: @andrew_soane
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