Case Studies

Small steps to the goal – How to build brand awareness

In this case study, we describe a slightly different scope of our services than usual – marketing service in a subscription model, which aims to build brand recognition. What type and scope of activities do we carry out? And what results did our (already) year-long work bring? Read in the article.

Client
recruitment agency
Goal
Increasing brand awareness, generating marketing leads
Cooperation period
2019
Number of people in project
5

Project context

Our cooperation with this recruitment agency, began in February 2019. Our first project for the client’s team was a marketing strategy, which Grzesiek summed up in this case study. He described, mainly, UVP of the company – the recruiters geekiness, error-free navigation in the IT market, efficient communication and effectiveness as well as speed in action. The strategy’s recommendations were mainly focused on building greater brand recognition among customers.

We started our activities shortly after sprinting as the form of a subscription service. They were divided into short and long-term. Those whose implementation was necessary at the very beginning and those we carry out in loops. The long-term range of services is aimed at increasing brand awareness among customers, “guiding” them along the marketing funnel so as to collect as many contact points as possible and, eventually, choose the service.

In the case of premium services provided by the agency, the purchase of which is usually determined by more than one person, the number of contact points on the funnel must be higher than, for example, in an e-commerce store where purchases are made by a retail customer.

Key goals:

  • creating a company website based on UVP and KSP;
  • branding: logo, visual identification.

Long-term goals, achieved through repetitive actions:

  • building brand awareness among the target group;
  • running social media channels: Facebook and LinkedIn;
  • Content Marketing;
  • SEO;
  • PR.

Two target groups

Due to the nature of the services provided by the company, for example the recruitment of IT specialists for other companies, it has two groups of recipients: candidates (programmers), like people whom recruiters and clients reach (owners of startups and companies undergoing a developmental stroke and HR Managers).

When analyzing the competition for marketing strategy, we distinguished which of these two target groups are marketing activities of competitors and why. The marketing activities of some companies were mainly focused on expanding the database of potential candidates/programmers who will be recommended to clients.

In the case of this client, we focused exclusively on the latter group, interested in buying services. Why? Because our client’s employees are great specialists who don’t need any help in finding developers, but also because marketing activities supported sales directly.

 

Let’s start with the basics

First of all, we focused on the company’s image – the logotype and the website, which was enhanced with the English version, an extensive section for candidates, but – above all – with copywriting clearly communicating the brand’s distinguishing features. As of today, the main page consists of descriptions explaining what the company does and why is worth working with, who forms it, opinions from clients and logos of selected companies the agency worked with.

 

The first sections are informative, authenticating the company’s market position, and their purpose is to redirect to other subpages. Such as sections: job offers for candidates, contact tab, blog and case study. Our plan was based mainly on the development and promotion of the last two of them, so as to show the expertise of team members and an extremely effective recruitment process.

We do have the basics, what’s next?

Marketing service in the subscription model is based, mainly, on company profiles on Linkedin and Facebook. Regular posting helped strengthen brand awareness and present it from the human side. Since this company is primarily recruiters – sourcers, specialists.

The process of creating content targeted at social media channels, due to its repetition, was based mainly on Kanban, which is a method of ordering tasks, thanks to which even very complicated processes can be improved. We used the reliable Trello to manage the kanban boards. However, we created graphics for posts in Canva, based on our own templates, in accordance with the designated brand book.

More on how to manage marketing processes and what our Project: People’s system for creating content published on social media channels looks like, was described by Katarzyna Golonka in an article for Nowy Marketing.

We are Geeks… – Content Marketing

Communication in social media was built on the basis of substantive, valuable content, filled with jokes and vocabulary from the IT industry to accurately reflect the specifics of our client. This also applies to articles and case studies posted on the blog. In which, among others, specific recruitment processes and recruiter recommendations/good practices were described. 

All content marketing activities have also been adapted for SEO. At first – choosing phrases from a short tail, then – from a long tail.

Not only digital – PR marketing service in the subscription model

An important aspect was building the image also through face to face meetings. Our client’s target group is characterized by high airtightness, which is why intensified participation in conferences and industry events was quickly noticed. Our role in this area focused mainly on researching events, sending applications (call for papers) and promoting speeches and conferences through social media channels and the blog.

Summary of our work – quality not quantity

Our goals were much more focused on quality, not numbers.
We focused on matching the content and activities to the clients interests, maintaining consistency in communication and emphasizing the brand’s distinguishing features. Our actions were targeted at a narrow audience, not at the masses. To put it simply, the content and subject matter of the posts was more important than the number of likes below. 😉

PR activities, publications in external media as well as speeches at industry conferences and other events played a significant role in this aspect as well. As part of our cooperation, we also developed a marketing funnel that allowed prioritizing strategic, marketing and sales activities, and tested unique users using Albacross.

Result? 

  • We mention the client’s blog as one of the best HR company blogs, cited as an example of a source of knowledge about sourcing, for instance;
  • Publications in press/industry portals;
  • Direct impact on sales leads;
  • Inbound sales increase.

Communication in the project

One of the biggest challenges of long-term cooperation is certainly communication. Within these 12 months, both we and client underwent major changes, faced many difficulties, but we also had many victories (smaller and larger). Achieving goals and overcoming difficulties not related to the project might, in any case, affect communication.

Our task was to develop a partner and open atmosphere, due to which we could draw inspiration from each other, always give advice and adapt the scope of services to actual needs. Even in the face of strictly waterfall-based activities, we could be agile and innovative.

Tools used in the project

  • Google Analytics
  • Albacross
  • Hotjar
  • Yoast SEO
  • Jetpack
  • Canva
  • Kanban
  • Trello
  • Slack

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

Author of the Case Study

Paulina Drygała Lean Marketing Consultant & Strategist
Paulina is in love with the workshop formula and collaborative approach to working with clients. She specializes in personal branding and strategic activities.

She is great at Lean Startup projects conducted in conditions of extreme uncertainty and without a clearly defined vision of the end.

Paulina is also a content marketing specialist, she supports clients in the process of content creation based on marketing strategy.

She conducted workshops on personal branding during the PRCamp event.

In her private life, Paulina is a fan of Golden Age cinema, high-quality TV shows, and water sports.

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).
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.
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.