We are delighted to announce that we have only gone and won B2B Marketing’s Best Limited Budget Campaign for our client ClearSky Accountancy!!
The judges picked our ClearSky To Growth campaign because of the great results we were able to deliver for ClearSky. You can see a video below by the vice chair of the award judges, Pete Jakob, explaining why Clock’s campaign was victorious.
ClearSky Accountancy is an online provider of tax and accountancy services and is a long standing client of Clock’s. Historically they specialised in the sole trader contractor and freelancer sector however the company lacked brand differentiation or a clear proposition in its marketing and competitors were encroaching on its business in the crowded sector.
A new business strategy was initiated, to embark on a wider, more diverse service offering for SMEs, enabling them to hold their position in the market whilst growing other service areas. In effect, creating a new and unique offering of total business solutions for SMEs.
This meant ClearSky had to connect with a whole new audience in a compelling way, to create a powerful and credible brand proposition that would achieve ambitious lead generation results within a limited budget.
Clock developed the ClearSky To Growth campaign to take the firm into these new SME sectors with a well defined and compelling brand proposition, delivered through a cost-effective targeted and integrated campaign that outperformed targets set by over 200%.
Sarah Jones, Group Head of Marketing, Optionis Group (ClearSky’s parent company) said: “Clock delivered an exceptional rebrand project– from the detailed research & planning phase, all the way through to final execution and roll out across all of our channels. They really took the time to get under the skin of our business and this was reflected in the quality of work delivered and ultimately the outstanding results achieved.”
The campaign was developed following a period of detailed research, meticulous planning and final delivery. It included:
- Brand Strategy – We developed the core positioning with the line ‘Your Business Experts’ for the business brand and ‘Your Accountancy Expert’ for the accountancy offering. An overarching campaign theme of ‘A Breath of Fresh Air for Your Business’ was used to bring the brand promise to life. We created 4 fixed price packages making it simple for SME’s to sign up online.
- Website – We ran small workshops with SMEs to inform site design, structure, content and UX. Content was created based on requirements for SEO. Individual landing pages were created and a 3 click to sign-up was developed, along with an online chat facility, helping time-poor SMEs sign up and enquire quickly.
- Illustration – our illustrations were designed to ensure ClearSky had a differentiated image portfolio they could own. We chose illustration as competitors were using photography and it allowed us to ensure a clear blue sky was depicted to support the campaign line. The key concerns SMEs had told us about in workshops were addressed via campaign lines.
- Emarketing – we created e-newsletters containing information on the packages available, case studies, profiles of the experts and information relating to entrepreneurs and small businesses. We also created a newsletter for customers that encouraged take-up of bespoke pieces of work to add on to their packages, links to video content for entrepreneurs and general company information. Prospects could sign up for these online.
- Banner adverts and a print pack for the sales team were also produced.
The campaign achieved a sign up of 4,000 customers and we saw a 41% increase in web traffic too.
Commenting on the win Ann Rimmer said: “This is a particularly proud win for us as it’s in the Limited budget category, yet out-performed many campaigns with 10 times the spend. Proof that it’s not the size of the budget that delivers success, with the right strategy, planning and creative clients can punch well above their spend.”
The B2B Awards are the largest and most prestigious purely-B2B marketing awards. They are judged by an independent panel of marketers and they celebrate the most innovative, creative and forward-thinking marketing campaigns of the year. You can see the full list of winners here.
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