- We work in close partnership with our clients to create robust, intelligent marketing strategies based on customer needs and business goals.
Established for over 100 years, Scrutton Bland provides a wide range of financial advisory services and professional advice to businesses and private clients, including a number of different specialisms that set this firm apart from its competitors.
The opportunity to work with Scrutton Bland has been incredibly rewarding – and we’ve only just begun. As the relationship and account develops, we are being entrusted with increased responsibility for strategy development and delivery, as well as change management for this highly-regarded firm.
Initially appointed to deliver an in-depth external review of marketing, branding and the firm’s digital performance. Our objective was to help define and deliver a clear budget and strategy for each service as well as the firm as a whole; which would in turn achieve the overarching business objectives by increasing results from marketing investment.
The digital insights and opportunity audit had provided a comprehensive level of understanding across performance, Scrutton Bland’s services, their clients and the most effective ways to reach, engage and do business with those clients.
Defining a multi-service strategy
Insights & Objectives
Each service is managed by different Partners at Scrutton Bland and has its own business plan, goals and objectives, for which a unique marketing strategy and support is needed. This feeds into the overarching strategy for the firm and brand.
Our discovery phase began with a series of workshops, meetings and fact-finding sessions with each service and its associated Partners; looking closely at client profiling, marketing budget and activities to date as well as specific financial targets. Our initial audit and ongoing analysis have also enabled delivery of consultancy for internal business functions including HR and IT, as well as the vision and values of the firm.
This enabled us to develop and propose an overall integrated marketing communications strategy and detailed budget plan that would deliver results and enhance the quality and quantity of leads; resulting in improved, measurable ROI.
Engaging Audiences At Every Touch Point
Working closely with Scrutton Bland an annual budget, determined by growth targets, is managed for each service, as well as the firm and the brand. Refined to reflect monthly investment and allocated spend, we are able to report and inform on cost per lead for various channels, and use historical comparison to confirm the effectiveness of marketing strategies now in place. This informed analysis feeds into the development of strategies and the consideration of investment on an ongoing basis – nothing remains static, if it doesn’t ‘work’, we fix it.
Delivering the multichannel marketing communications strategy across key touch points including search, paid advertising and email marketing, resulted in increased engagement at every stage of the sales and marketing funnel.
Empowering Digital Transformation
Strategically the new website plays a major role in Scrutton Blands marketing activities. Therefore during the strategy development phases, our teams worked closely with Scrutton Bland to identify further website objectives with the aim of enhancing both the front-end user experience but also the back-end content management needs of the internal team.
– Differentiate Scrutton Bland from their competitors
– Ensure enhanced engagement to their target audience
– Drive onsite user experience to enhance engagement
– Simplify web architecture to enhance content management
The solution included replatforming the site away from the license based Kentico CMS to WordPress, including the migration of over 300 pages of content and migrating the new site into an Azure application environment.
Driving Further Impact
The focus over the next 12 months is to further maximise the return on investment on the website project. Focussing on increased traffic from search engines, increased email acquisition and increased conversion rates across all channels and service lines.
Working with an in-house marketing team means we’re able to provide a variety of support that runs alongside and complements our overall strategy development and delivery. From daily contact to weekly marketing calls and monthly reporting, we assist and complement the team as well as provide training support where we have the relevant expertise.
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