Workplace Systems - Reposition Workplace as a ‘world-class’ global workforce management brand.
Workplace traditionally provided workforce management tailored around individual retailers’ needs. This meant lengthy deployment and limited market at the top end, and constant vying against bigger competitors with deeper pockets. Workplace’s new cloud solution changed all the rules. It gave them a scalable product which could be deployed at a fraction of the time and cost. Our challenge was to reposition Workplace as a world-class global workforce management brand.
Insight: Through 1-2-1 perception interviews and workshops with the board, employees, clients and partners, we uncovered critical problems: a website with so much content that visitors felt overwhelmed and left, uninspiring sales/marketing collateral, unsettled staff rattled by a recent buyout, and confusion about what Workplace was selling and to whom.
Imagine: We used the findings to help Workplace define its brand positioning by aligning the brand with the business strategy. We developed and rolled out a new brand identity and messaging framework alongside new brochures, case studies, photography, posters, stationery, templates, corporate collateral, and a website. We kept employees onside by including them throughout the process.
Impact: The new brand launched internally in US, UK and Australian offices, enthusing the staff and clarifying what Workplace sold. The external launch followed with much fanfare. The website bounce rate reduced dramatically, and a major retail client signed a deal within 24hrs of the new Workplace launch.