Case study: Marketing Strategy, Planning and Implementation
Situation
A long term client required a marketing strategy to take their business forward. They aimed to define and project
their main values in marketing communications, so that the brand would reflect this.
Action
PRO carried out an internal (staff survey) and external (customer survey) audit of the company. PRO presented the
results of both surveys to staff so that they would all have a good understanding of the values the directors wanted
to project to clients (such as quality of service, integrity and competence), and an understanding of how they were
viewed by clients. Some minor issues were highlighted which needed to be addressed for the future.
A structured plan was instigated to update all marketing materials, increase visibility with PR and attendance at
events, and to update the website, an important marketing and sales tool for the client, to present a quality and
professional image, during the following year. Extra procedures were to be instigated to address any issues raised during the customer survey.
Result
PRO has worked with the client over the year to implement the marketing strategy. As part of branding and identification
the logo has been improved and a strapline added. Marketing materials have been updated, in particular PRO has provided
the specification and content for a new website, and liaised with web designers to produce an excellent website which the
client is delighted with. PRO has since been commissioned to provide a further website to showcase new products. The
client has attended a number of relevant events and conferences, increasing their presence and status in the relevant
sectors. Their name has become established in existing and new sectors.
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