Case Studies

Marketing Audit for a Training Company, an example of how to streamline marketing activities

Marketing audit: project context

Our client is a large training company, based in Warsaw. The owners of the company have approached us in order to streamline their marketing activities and visually revamp their website.

 Problems and challenges the client was facing:

  • increasing the effectiveness of actions in social media,
  • desire to refresh the design of the website,
  • greater diversification of sources of incoming traffic to the website.

The cooperation process

We had 4 weeks, during which we carried out:

  • a kick-off workshop with the client’s team,
  • in-depth interviews with customers,
  • in-depth interviews with “losts” (companies that may have been potential clients but did not finally cooperate),
  • audit of communication channels and marketing funnel,
  • redesign of homepage and 5 subpages on the client’s website.

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    We additionally defined:

    • the Unique Value Proposition,
    • Key Selling Points,
    • KPIs (Key Performance Indicators),
    • a map of touchpoints for the sales team,
    • recommendation of actions for the coming weeks and months in the form of a tactical plan.
    Client
    A training company
    Goal
    Marketing audit and a visual revamp of the website
    Period of cooperation:
    February 2020
    Number of stages:
    4
    Number of people in the project:
    4

    Marketing audit: project context

    Our client is a large training company, based in Warsaw. The owners of the company have approached us in order to streamline their marketing activities and visually revamp their website.

     Problems and challenges the client was facing:

    • increasing the effectiveness of actions in social media,
    • desire to refresh the design of the website,
    • greater diversification of sources of incoming traffic to the website.


    The cooperation process

    We had 4 weeks, during which we carried out:

    • a kick-off workshop with the client’s team,
    • in-depth interviews with customers,
    • in-depth interviews with “losts” (companies that may have been potential clients but did not finally cooperate),
    • audit of communication channels and marketing funnel,
    • redesign of homepage and 5 subpages on the client’s website.

    We additionally defined:

    • the Unique Value Proposition,
    • Key Selling Points,
    • KPIs (Key Performance Indicators),
    • a map of touchpoints for the sales team,
    • recommendation of actions for the coming weeks and months in the form of a tactical plan.

    Sprint 1: Marketing audit vs. research

    A kick-off workshop

    Although we are based in Krakow, we regularly work with companies based abroad or in Warsaw (greetings to ING or Mokosh Cosmetics, for instance 🙂 ).
    Here, as well, we visited the capital city to conduct a stationary kick-off workshop with the client’s team.

    During the meeting we discovered the structure of the company, the goals of the founders and employees, we also developed a marketing funnel that was functioning at that time.

    During the kick-off workshop we always determine (or alternatively, verify) the next steps to be taken, including setting dates for the first interviews or materials provided.

    Interviews with the team

    Interviews with members of the client’s team give us a broad perspective on various business aspects. Furthermore, we learn different points of view and perceptions. A good marketing audit should include this part in the first place.  

    We interview the people in charge of:

    • marketing activities,
    • sales activities,
    • management.

    During such interviews, we gain knowledge about:

    • the history of the company,
    • internal processes,
    • Unique Value Proposition,
    • the target group,
    • issues to which we must pay special attention.

     

    Research with the customers

    For this client, we also decided to do additional, two-way research:

    • with the company’s clients,
    • with the “losts”.

    The clients are the largest enterprises in Poland.

    We have done a number of interviews with them, during which we learned information such as:

    • where they know the client’s company from,
    • what the strengths of the company are,
    • what they need to improve,
    • what plays a key role in the decision making process of a training company,
    • who co-decides on the selection of a training company.

    In every strategic process we emphasize that this type of research is absolutely crucial and the knowledge gained from it can change the business radically.


    Research with the “losts”

    Interviews with companies’ representatives who have not decided to use our client’s services are one of the most unusual solutions for organizations.

    That’s true – this approach is a little less conventional than standard market research, but it gives very interesting insights into the specifics of the industry, decision making factors or pricing.

    Through interviews with the “losts” we gained invaluable knowledge about:

    • the reasons for abandoning the offer,
    •  the chain of decision makers in the process of selecting a training provider,
    • issues that work very well, even though there was no final cooperation.


    We like to present the findings of the research and our recommendations in the form of a review, so that the client can see in a concise form which things should get the greatest focus and what the priorities for the next few weeks should be.

    Sprint 2: Analysis

    Social media analysis

    The organization for which we developed an introduction to the strategy is a relatively large company with the appropriate resources and competences.

    In this case, there was a problem with the diversification of sources of traffic on the site, coming almost 100% from search engines (so to say in secret that such a good SEO happens very rarely 🙂 ). 

    So we focused strongly on auditing the company’s content and profiles in social media, and more specifically on:

    • the company profile on Facebook,
    • the company profile on LinkedIn.

    We especially focused on:

    • regularity,
    •  the quality of visual content,
    • adapting to a particular medium,
    • working patterns,
    • matching to persona.

    Audit of the website

    One of our tasks in the next sprints was to bring a visual revamp to the website.

    To accomplish this, we analyzed the content of the website, the UX of the website and the current design.

    What to remember when conducting this type of audit?

    • Call to Actions,
    • Unique Value Proposition and Key Selling Points visibility,
    • the legibility of texts,
    • proper functioning of the buttons and content updates,
    • working on different displays (web, mobile, tablet).

    Competition analysis

    We have analyzed 5 competitive companies of our client. The training market in Poland is extensive. One thing to keep in mind when analyzing competitors is the right choice of organization to analyze. 

    How to do this?

    • Remember that there are several types of competitors, the most frequently mentioned are direct and indirect ones.
    • One of the most common mistakes is choosing competitors who are much more experienced and advanced in terms of their resources. In short – if you start with an e-commerce store, do not analyze Amazon 😉 .
    • You should focus on competitors similar to your brand – operating in the same markets, in the same countries, with the same group of customers.

    However, the most important is the purpose of competition analysis. If you want to enter new foreign markets – analyze the companies that are also entering them, or those that are already there. Alternatively, consider why they are not there.

    Marketing funnel analysis

    During the kick-off workshop we suggested an exercise to work out what the marketing and sales funnel looked like at the moment.

    At that moment, the funnel was not constructed correctly, user flow was not smooth. This happens all the time – the funnel is one of the most important, but also the most difficult part of designing the strategy.

    We took care of organizing the middle stages of the funnel with simultaneous optimization of the first part of the funnel and relieving the sales team through marketing activities strengthening brand recognition.

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    Sprint 3: Strategy


    A three-week strategic process, full of research and analysis, made it possible for us to develop an MVP marketing strategy.

    In the strategic part, we presented such elements as:

    • Unique Value Proposition,
    • company vision,
    • Key Selling Points,
    • action recommendations,
    • a tactical plan.

    Unique Value Proposition

    Sometimes our customers tell us that it is hard for them to find their company’s distinguishing feature. They have been operating for many years, they have tens/hundreds of customers, a large team, but after so many years it is not easy for them to look at their company from a bird’s eye view and assess how it really differs from their main competitors.

    For us, as strategists and consultants, there are several factors important in this situation:

    • the opinion of the owners,
    • the opinion of the employees,
    • the opinion of the customers and the “losts”,
    • competition analysis,
    • market knowledge,
    • own experiences.

    By combining all these elements, we are able to emerge a Unique Value Proposition of the brand, even if it is not that obvious at first glance 🙂 And so it happened in this case.

     

    Key recommendations

    For this client from the training industry, additional marketing, sales and business recommendations provided during the strategy presentation, were of great importance.

    We recommended, for example:

    • using additional analytical tools to support the activities of employees dealing with active sales in the company,
    • using the map of customer contact points with the brand that we have developed,
    • using the testimonials received,
    • remarketing activities,
    • optimizing meetings among the client’s teams (especially those between marketing and sales).

    Sprint 4: Design

    Apart from activities related to the strategy, we have developed designs for the revamped website of this client.

    While working on the website, our main goal was to improve the overall experience of users visiting the website. It was also important for us to use already existing elements and content in building a fresh design. 

    We have changed the design of the sections and subpages, we have taken care of the appropriate spaces, which are extremely important when it comes to the legibility of individual sections of the website. 

    We also designed additional sections, which showed the company’s UVP. Despite many changes, the design we prepared presented the company and the services in a professional way. We focused on simplicity and minimalism, using elements of branding and themed images.

    Summary of activities

    4

    Sprints

    3

    Research groups

    5

    Designed subpages

    The tools, methods and techniques used in the project

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    Project team, i.e. who was responsible for what

    Author of the Case Study

    Grzegorz Górzyński Senior Strategist w Project: People
    Creates and helps clients develop marketing and business strategies.

    He gained experience in NGOs, corporations, startups, SMEs and agencies which gives him a holistic view of the business.. He also worked with Facebook Inc. on the Global Developer Circles project.

    He has led or participated in dozens of strategic projects.

    He provides training in marketing, social media and business idea validation. He was a speaker at Social Media Week Warsaw, BOSS Festival, PR Camp, or Crash Mondays.

    Enthusiast of Lean Startup approach, traveling and good food.

    Other members of the team

    Beata Mosór-Szyszka Co-Owner & Managing Partner w Project: People
    Beata is a serial entrepreneur, co-founder & managing partner at Project: People and Project: Values, and CEO of Hermes & Partner cooperatives. She is also an investor at ProEco Leaders foundation, co-author of The LiGHT Book (together with et al. Phillip Zimbardo, Robert Cialdini), and the author of diverse business tools (e.g. Values Poker, Lean Marketing Sprint).

    Beata is a strategist, marketer and lean consultant with over 14 years of experience in the international market. She has cooperated with companies such as Sabre, T-Mobile and Google. She shares her knowledge and experience as a mentor in acceleration programs (like EIT Digital, Google LaunchPad), and as a lecturer at Tischner European University & WSB University in Gdańsk.

    Project: People is a lean strategy agency that Beata established together with Joanna Ostafin in 2016. The company gained more than 160 clients from 16 countries in just 4 years (2016-2020), has 18 people on board, and achieves impressive growth of 200% Y2Y.

    Beata built the females-first organizations, where ~60-75% of team members are women. She is also open to investing in the female businesses with a vision.

    As a speaker, Beata performs at Polish and international conferences (e.g. Lean Startup Days Paris, VC night by Viva Technology, Open Living Lab, Product Marketing Summit London).
    Paweł Nawara Product Designer w Project: People
    Paweł is definitely a person with a can-do attitude. His typical response to the craziest ideas is to ask "How much time do I have?".

    He has been involved in the design from an early age. He has experience in various types of projects - from social media and DTP, through websites, to mobile and web applications. For the last three years, he has been most comfortable with Product Design projects.

    He is present at every stage of the process - from the initial idea and discussions with a client, through the entire design process, to working with developers on the final implementation of the product. He makes sure to always combine the perspective of a user, team, and business.

    He is actively involved in various social initiatives and the organization of events (e.g. DesignWays Conf or UEK Students Days). Supports the academic environment by helping young and development-oriented students through mentoring and training. In his free time - a keen gamer.