Sona had built a loyal client base on trusted relationships, but relying on word-of-mouth alone was never going to hit 2025 growth targets, and competing on price against larger brokers wasn't sustainable. The business needed to articulate its value clearly, reach new commercial and property audiences, and build a marketing system capable of scaling — starting from genuinely nothing: no CRM, no prior marketing activity, no internal marketing resource.
Working directly with CEO Rob Thacker and the leadership team, Stephen defined a North Star, ideal customer profiles and a distinct value proposition built around clarity, protection and tailored advice — then built the entire system to deliver it. That meant a new website and service landing pages, a full brand playbook, a content strategy shaped around real buying triggers, and an integrated campaign plan spanning SEO, Google Ads and LinkedIn (organic and sponsored), supported by short-form video and carousel content.
Crucially, everything was delivered in-house, lean and insight-led, with no agency involvement. Within four months: a 265% increase in organic and direct website visits, Google organic visits up 52%, direct traffic up 104%, and new business wins directly attributable to LinkedIn content exposure. The next phase moves into outbound email, CRM integration and lifecycle marketing to build on the foundation.
