Si(3) - Establishing Brand Identity

The Task

Si(3) were at the forefront of Integrated Supply Chain Management in Europe, but due to corporate restrictions, business growth had been limited and market share had come primarily through referrals.

The company went through a re-organisation and set itself the objective of marketing its services more aggressively to gain valued market share.

Corporate branding was identified as the catalyst to growing in new markets and increasing profitability.

The Marketing Edge (TME) were invited to prepare a full marketing audit of the company’s operations and forward marketing strategy and subsequently formulate a marketing plan for the next three years trading.

The Solution

On the completion of a detailed marketing audit, a new consumer base was identified by TME, which was reflected in the formulation of a three year Integrated Marketing Communication (IMC) strategy that included

• Brand Awareness Campaign to Enhance Corporate Positioning, including ‘People Technology’ as Unique Selling Proposition (USP) to support Programme (Integration of People Skills & IT Technology)
  
• Communications Programme to Highlight Si(3)’s Integrated Supply Chain Solutions that entailed the Design & Production of Corporate Literature Menu Including:
  
      - Corporate Folder
      - Corporate Brochure
      - Interactive DVD
      - Corporate Video
      - Customer Case Studies
      - Business Cards
  
  
• Text for all Corporate Material prepared by TME
  
• Website re-designed
  
• Trade Exhibition attendance organised
  
• Si(3) Speakers placed for Industry Conference
  
• Editorial Marketing Programme Implemented

How our solutions achieved success

Si(3) embraced TME’s Integrated Marketing Communication (IMC) programme and benefits were experienced not only in growth within it’s newly identified consumer base, but also inherently within the company’s personnel, through an upsurge in staff motivation with a new found culture and belief in the company’s future success.

The IMC programmes thus enabled Si(3) to move on to its next stage of growth, where fundamental USP’s had become the catalyst to the company differentiating itself in an ever-increasing  competitive environment.

Half way through the original programme, The Marketing Edge have been commissioned to broaden its involvement with the company and are working in tandem with Si(3) management on new Customer Related Management (CRM) programmes.

Stuart Singleton, Si(3) Operations Director, commented
“As a company we had lost some of our momentum in the marketplace and required fresh, innovative thinking to kick- start our phase two strategy. Working with The Marketing Edge made this transition easier, as their analytical and creative processes, dovetailed extremely well with our own needs.

We now have a clear focus on how we will grow the business over the next three years and have raised our profile in the marketplace with the IMC programme that was introduced.”