Marketing for ResourceBank

RETAINED MARKETING DIRECTOR
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Project description

Retained Marketing Director

MESO has provided a retained marketing service for ResourceBank since 2014.

Initially contracted to undertake a marketing audit, Mike Ellingham was then retained as Interim Head of Marketing in order to manage a rebranding and repositioning project.

Following the success of the rebrand project, MESO were retained to manage all marketing activity for ResourceBank including marketing strategy, website redevelopment, content marketing, client events, employer branding and career website projects.

The client

ResourceBank is a leading provider of outsourced HR, Recruitment and Talent Solutions to companies including Coats plc, World Duty Free, DFS, Wolseley, Aliaxis and Northgate Vehicle Hire. Key services include staff assessment, recruitment process outsourcing (RPO), executive search and human resources outsourcing (HRO)

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MESO Activity

  • Audit of current marketing activity and competitor analysis
  • Re-brand and position ResourceBank services into 4 clear sub-brands
    • Modernisation of all branded materials
    • Adoption of a “Perfectly tailored approach” visual identity
    • Creation of clear Brand Identity Guidelines
    • Content plan including Case Studies and White Papers
  • Retained Marketing Service
    • New responsive website redesign & redevelopment
    • PR and content marketing
    • Event organisation and management
    • Updated Digital, print and email newsletter
    • Creation of case studies
    • Social media marketing
    • Retail market insight project
  • Client recruitment marketing
    • Employer Value Proposition
    • Career website project management
    • Recruitment video production

Established in 1995, ResourceBank is a quality focused HR and recruitment partner with an excellent reputation amongst its long-standing client base but lacked the market presence of larger competitors.  When MESO were introduced to ResourceBank, the business had developed a wide service portfolio incorporating some expert “added value” services.   However, there was a lack of understanding within the business of the value of the services and a lack of clear marketing strategy.  New client developed relied on effective networking and direct sales approaches and there was a lack of awareness, understanding and market presence.

Following an initial audit of marketing activity, MESO was contracted to manage a re-branding project and the establishment of an effective marketing strategy. Following successful completion of the rebranding project, MESO was then retained to provide a full service marketing activity plan which included:

  • New responsive website redesign & redevelopment
  • PR and content marketing
  • Event organisation and management
  • Updated Digital, print and email newsletter
  • Creation of case studies
  • Social media marketing

Mike Ellingham was appointed as Head of Marketing and Employer Brand for ResourceBank and succesfully managed the career website redevelopment projects for World Duty Free, Northgate, Coats and Aliaxis.

Since the commencement of the relationship in 2013, MESO has delivered an integrated marketing activity service incorporating digital and offline marketing strategy which has significantly improved the new client development activity for ResourceBank.  Since 2014, MESO has assisted with the identification, targeting, proposing and winning of more than £2 million of business for ResourceBank.

ResourceBank won the Best Embedded RPO award in 2015 (for WDF) and has been shortlisted for best career website (for Northgate) in 2017.

Mike Ellingham from MESO has become an integral member of the ResourceBank management team and manages the Employer Branding service for clients such as Coats, World Duty Free and Northgate.

+ Challenge

Established in 1995, ResourceBank is a quality focused HR and recruitment partner with an excellent reputation amongst its long-standing client base but lacked the market presence of larger competitors.  When MESO were introduced to ResourceBank, the business had developed a wide service portfolio incorporating some expert “added value” services.   However, there was a lack of understanding within the business of the value of the services and a lack of clear marketing strategy.  New client developed relied on effective networking and direct sales approaches and there was a lack of awareness, understanding and market presence.

+ Solution

Following an initial audit of marketing activity, MESO was contracted to manage a re-branding project and the establishment of an effective marketing strategy. Following successful completion of the rebranding project, MESO was then retained to provide a full service marketing activity plan which included:

  • New responsive website redesign & redevelopment
  • PR and content marketing
  • Event organisation and management
  • Updated Digital, print and email newsletter
  • Creation of case studies
  • Social media marketing

Mike Ellingham was appointed as Head of Marketing and Employer Brand for ResourceBank and succesfully managed the career website redevelopment projects for World Duty Free, Northgate, Coats and Aliaxis.

+ Result

Since the commencement of the relationship in 2013, MESO has delivered an integrated marketing activity service incorporating digital and offline marketing strategy which has significantly improved the new client development activity for ResourceBank.  Since 2014, MESO has assisted with the identification, targeting, proposing and winning of more than £2 million of business for ResourceBank.

ResourceBank won the Best Embedded RPO award in 2015 (for WDF) and has been shortlisted for best career website (for Northgate) in 2017.

Mike Ellingham from MESO has become an integral member of the ResourceBank management team and manages the Employer Branding service for clients such as Coats, World Duty Free and Northgate.

Key facts

DURATION:

3 years ongoing
BASIS:

retained one day per week
LEAD CONSULTANT:

Mike Ellingham
WEBSITE:

Managed redesign and SEO
OFFLINE:

Brochureware, Events, Sales Support Items
DIGITAL:

Video, Email, Social
EMPLOYER BRANDING:

Managed for Northgate, Coats, World Duty Free
RESULTS:

£2m of new business generated