RFS - Brand Refresh
THE CHALLENGE
RFS had never had a dedicated marketing function. The brand proposition was inconsistent across every channel, and nobody - including the Board - could clearly articulate what the organisation did, who it was for, or why it mattered.
I was brought in with no budget, and no team, and asked to fix it.
As a military spouse myself, I relished the opportunity to support a military families charity, and help to increase awareness and put RFS firmly on the map.
A challenge I relished.
WHAT I DID
I started where I always start - with open ears and keen curiosity. Also known as a brand audit. Every channel, every touchpoint, every message. The root cause of the internal and external confusion was clear: nobody was saying the same thing. Every single person in the business described RFS in a different way. This was then translating across every brochure, every social post, every page on the website. No wonder clients felt unclear. And with no marketing POC in place, it was unsurprising. The team were trying their best - and they didn’t know what they didn’t know.
After interviewing clients and gaining internal feedback from stakeholders, I soon came to understand that despite there being a thousand different messages to describe the brand, the mission, the heart of the brand and the passion were crystal clear.
I delivered a full brand refresh - audience personas, competitor analysis, positioning statements, elevator pitches, tailored messaging for key client sectors, tagline creation, art direction guidance, and I presented this back to the CEO, the MD and the Founder.
Signed off first time. No revisions. No notes.
I then rebuilt the entire website. Stripping away cluttered messaging, messy navigation and clunky pages. I launched the organisation’s first ever B2B marketing function, developed email marketing strategy, social media strategy, and content frameworks. I designed templates for Facebook, Instagram and LinkedIn. Creating reels and animations which re-introduced the brand. I created podcast episode strategy, and thought-leadership guidance for the founder.
Everything delivered was 100% organic, with £0 marketing budget.
What the team said:
“I have sat in a lot of these marketing refresh presentations across my career, and this is one of the best I have ever seen.”
“This is agency level work. But better!”
“You are making me so happy right now. I feel like I have a marketing team in place. It’s funny, I’ve been trying to tell the team what B2B marketing can do for years, having worked for [large companies], I know what marketing can do. They haven’t had someone with these skills before. It’s bloody great.”
Results
“Income has nearly doubled year on year. The increase in sales is down to marketing activity - which is really impressive. Gross billing has grown 81% since the brand refresh. We can see that growth day to day and it shows the marketing strategy is working”
New website which increased traffic by +117%
B2B Campaign that over-delivered by up to +2,721% vs industry benchmark
Newsletters which hit a CTR 519% above baseline
Let’s Work Together
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