Transforming a leading retail software provider’s brand and communication strategy.
Brand & proposition development30%
Content & communications30%
About our client
Opal BPM is a software and services provider helping the world’s largest global retailers develop, grow and protect their private label brands.
Poised for a new stage of growth, Opal BPM’s founders felt their current marketing, messaging and website weren’t reflecting the business Opal BPM had become. It was time for an upgrade. They wanted clarity and direction from a professional, as well as hands-on support with execution. Key for them was to know how to prioritise their marketing efforts and maximise their marketing investment.
Our partnership began with a focused review of marketing performance to date, the observations and recommendations from which shaped what we focused on next. Messaging which more accurately and confidently represented the business – in the UK and US – was essential to support any future communications, content and campaigns. An overhaul of their online presence was also identified as a crucial step in presenting them as the successful, global business they now were.
Through focused workshops with the founders, a competitor review, and Your Allies’ messaging process, Opal BPM’s new messaging was born. We built this out into web copy, and fed it across LinkedIn, ensuring company and spokespeople’s profiles were up to date and fit for purpose.
For the new website design and build we called on our network, bringing in one of our design partners, Chalk. We managed the briefing and end-to-end website project, including SEO. Once the website was live, next the retail world needed to hear about it. A focused campaign to support Sales was devised, comprising DM, LinkedIn and pay-per-click.
Bold statements, compelling propositions, stand-out imagery and subtle animations now tie their new website together, presenting them as credible professionals who are experts in this space. Set up for SEO growth, the site is built to attract Opal BPM’s niche market. Site traffic has since increased in terms of volume and quality of traffic.
Across LinkedIn, blog posts and other communications consistent messages are being shared, ensuring Opal BPM’s brand becomes firmly fixed in the retail space. Focused pay-per-click campaigns are being managed by Your Allies’ PPC specialist, which are constantly monitored and adjusted for improved performance.
Throughout each stage Your Allies advised on budget, providing options and recommendations to support decision-making.
This step forward in marketing now supports Opal BPM’s next stage of growth, with messaging, imagery and direction to inform all new marketing efforts. Your Allies continues to enjoy steering their marketing.