The end of a year is traditionally the time to wind down activity before the festive break, but when exciting projects knock on your door – even those with short deadlines – you don't turn them away.
The end of 2014 saw Cambridge-based communications agency CPL tasked by international recruitment consultants Indigogold with an exciting challenge: building a corporate communications strategy, writing a slew of marketing content, and creating a brand new responsive website to put it all on – all in time for a high-profile event early in December, which was just eight weeks away.
The client was the London-based international executive search and consultancy firm Indigogold, whose customers include global corporate brands such as Nike, Vodafone and Prudential.
Indigogold was founded in 2012 by a core team of experts with long experience in the executive search market and Board-level HR for FTSE100 companies. Two years from launch, Indigogold’s directors decided to take the company’s expansion to a new level by targeting new markets, which would mean developing a new marketing communication strategy and commissioning a full-content website to replace its original, brochure-style site.
After a personal recommendation from another of CPL's clients, Indigogold appointed CPL in the second half of 2014, initially as consultants to develop the company's marcomms approach.
CPL's experts produced an extensive report that analysed the sector’s marketing methods and identified Indigogold’s unique propositions, before developing a comprehensive marketing communications strategy. This project summed up the client’s core messages about its differentiated offer, identified the marketing content needed to tell the Indigogold story effectively to prospective customers, and specified the communication channels needed to reach their high-powered corporate audience.
Impressed with the service seen so far, Indigogold then tasked CPL with the challenge of delivering its own recommended strategy. This included: adapting the design identity to work within a digital environment; building a fully responsive, mobile-friendly website; creating content for launch (both written editorial and video); the client’s first-ever e-newsletter, which again had to be responsive; and a fresh social media identify and strategy.
First to be developed was an inventory of relevant content. A launch set of blog posts, client case studies, testimonials and news stories was created by CPL's journalists, who interviewed Indigogold's executives and clients to produce a mix of marketing communications and ‘best practice’ content.
The strategy also called for video testimonials and case studies from clients, involving a mix of video shot by CPL and footage from a team in Abu Dhabi, with CPL’s videographers editing everything to create compelling stories. Along with the rest of the launch content, these films can now be found on the client's new web presence at www.indigogold.com
The website itself is built on a WordPress platform, allowing Indigogold’s own non-technical staff to add and edit content. Designed for mobile, tablet and desktop browsers, the responsive site offers a changeable and fluid mix of inspiration and information which allows visitors to plot their own journeys through the content. A tile-based homepage displays random articles on each load, bringing new ideas and case studies to the foreground.
Indigogold's social media presences required some revision: the existing LinkedIn account was given new branding in line with the refreshed designs; while over on Twitter, the handle @Indigogold was reclaimed for the client from a spam account and the profile was given the same modern design treatment. Google+ and YouTube accounts were also created to maximise exposure of the company's new video content.
CPL's videographers and journalists also attended Indigogold's annual Work Psychology Innovation Award event in London, and produced a short film documenting the day. This video was then promoted in the first issue of Indigogold's new e-newsletter, which was designed, written and distributed by CPL just before Christmas.
Daniel Vacassin, founder and CEO of Indigogold, said he was delighted with the success of the project: "CPL were strongly recommended to us and I have to say we've been really pleased with the way they have – in the space of a few months – created a huge amount of great marketing content, complete with video case studies, as well as an innovative website which, like Indigogold itself, is very distinctive within the sector. We are thoroughly delighted with what CPL has done for us."
CPL's MD, Mike Sewell, said that this project for Indigogold was the perfect example of CPL's full-service solutions: "At CPL, we don't just offer one avenue of support – we pride ourselves on being able to solve all of our client's challenges," he said.
"Whether we're asked to create digital solutions, produce relevant content for a multitude of platforms or help devise strategy for our clients to act upon themselves, we consistently deliver exceptional quality work. Our work for Indigogold is proof of the success of our integrated, comprehensive approach to client services."
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