In 2013, we were appointed to launch One Click Umbrella, a new umbrella company who provides employment services to freelancers, contractors and agencies.
For the initial step we identified One Click Umbrella's target audiences to formulate the best marketing strategy to deliver a brand launch campaign across multiple media.
As One Click Umbrella was a new company, we developed the brand identity from the ground up, including defining the brand message, brand position and differentiation.
We came up with the slogan "Your Pay Just One Click Away" to highlight the ease-of-use of its online portal, which allows contractors to record their invoices and process expenses securely at a time convenient to them.
Our goal was to create an iconic appearance whilst not breaking the norm. We designed two logo variants; one for corporate and the other for advertising purposes. As One Click Umbrella heavily promoted itself on digital platforms, we created an image concept that enhanced the audience's engagement with the advertisements.
The adverts and banners featured the One Click hand to reflect the company's key messaging and create a clear 'call to action' - for people to click on the advert through to the website.
Consequently, it was important for One Click Umbrella to have a robust website, not only designed in line with the brand identity and guidelines that we developed, but that would effectively capture leads and allow potential clients to register for One Click Umbrella's service in one simple step (or one click).
As One Click Umbrella did not exist on the world-wide web, we built a successful Search Engine Optimisation campaign. We focused on relevant keywords and phrases that drove traffic to its website and increased its ranking on major search engines, such as Google, Bing and Yahoo!.
One Click Umbrella works closely with a number of recognised recruitment industry bodies to drive best practice and compliance in the industry. As such, it regularly shares key information, such as new legislation, with recruitment agencies.
In 2014 One Click Umbrella launched a free training programme on key subjects for recruitment agencies. As part of a multi-level marketing strategy, we rolled out a well-targeted social media, pay-per-click and e-marketing campaign which encouraged agencies to sign up. These initiatives have proven fruitful, enabling One Click Umbrella to build both brand awareness and strong relationships with agencies and industry bodies.
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