The project was to create a new marketing strategy for DrummondHR which would inform new messaging, content, a visual style and recommended tactics that would increase its profile and awareness across the UK and educate its target sectors on wellbeing in the workplace. The company was looking for a marketing partner that could provide strategic advice but also act as its marketing team in the delivery of its strategy.
At the start of the project we conducted a strategy session with the DrummondHR team and reviewed their current position and future plans. Following this we undertook a communications audit to find out from the organisations the company worked with, what their understanding was of the business and their proposition and how they benchmarked DrummondHR against its competitors. We also took the opportunity to gain some specific feedback on the projects that DrummondHR had delivered and the impact and results generated as a result of its work.
As well as researching the market and competitors in more detail, the benchmarking exercise allowed us to challenge DrummondHR’s proposition and the way the business presented itself in the market. As a result, we recommended that a separate brand for the business should be created and that its process should be packaged in a more effective way, as among its target market, it was not clear what DrummondHR’s offer was. We developed ‘Wellbeing Works’ as the new entity and created a clear and defined process to show its ‘7 Elements to Workplace Wellbeing’ – this allowed us to package up the company’s services around this concept and showcase its proposition more effectively.
From this we developed its brand, messaging, content, case studies, website, marketing materials and social media channels and created a launch marketing plan to effectively introduce Wellbeing Works to its target market. We have been working with Wellbeing Works / DrummondHR in implementing its new strategy and launch plan and have delivered events, PR, digital marketing and campaigns to raise the company’s profile and increase awareness of its services around wellbeing in the workplace.
Horizonworks’ strategy-led approach has meant that DrummondHR, through Wellbeing Works, has a clear proposition and offer to convey to its target audiences. The concept has been well received in the market and our work has created the right perceptions about the expertise and experience that the company can bring to an organisation. We have also created the unique 7 key elements to workplace wellbeing, with each addressing specific areas concerning wellbeing in the workplace and results on performance – this underpins all marketing activities.
“Horizonworks’ support has been invaluable in helping us communicate our proposition effectively to our target audiences.”
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