WCBS: product branding
Sector: IT – management information systems for independent schools
Brief: WCBS’s management information software supports academic, finance, administrative and development staff in independent schools. The UK market leader, WCBS also has a growing international presence. The Four Peas’ initial task was to undertake a corporate rebranding exercise, together with product brand development and launch communications for a major new software suite.
- Counter new competitors by repositioning WCBS to reflect its more innovative, contemporary and accessible qualities
- Reinforce the company’s full suite of management software solutions, in addition to its renowned finance tools
- Create the product name and visual identity for the company’s new product
- Extend the new product branding to integrate the family of legacy software
- Create a toolset of traditional and digital marketing communications to aid the sales team at every stage of the process, from initial awareness raising to triggering decisions to purchase.
The corporate and product branding work, plus the first tranche of marketing communications pieces, all had to be completed within a strict 3 month timeframe.
Solution: Given the tight schedule, it was imperative that the initial creative work hit the mark. The agency presented an evolution of the WCBS corporate identity to the management board, together with three diverse ideas for the new product suite branding. ‘3Sys’ was the board’s unanimous choice, and this branding was rolled-out across a wide range of new corporate and product literature, including a design ‘re-skin’ of the WCBS website, e-marketing templates, print advertising, and new exhibition display assets.
The Four Peas has a particularly strong IT copywriting skillset, and employed this to full effect across collateral including the new corporate brochure, product literature, testimonial case studies, product datasheets, sales emails, newsletters and advertising. Content and tone of voice were both critical aspects of the brand positioning.
Additionally, the agency assisted with aspects of the software interface design, ensuring brand consistency from initial advertising exposure through to their customers’ actual user experience.
Results: The 3Sys product suite has quickly achieved significant market penetration, and WCBS are working with The Four Peas on further marketing initiatives to maximise sales success. The new branding and marketing communications made an immediate impact at WCBS, from the senior management team through every level of the company. winning buy-in and building collective momentum for the launch, which began with attendance at the sector’s major annual conference.
“The agency’s ‘streamlined’ approach just about brought tears of joy to the eyes of the Sales Office Manager! We’re really thrilled with the new brand identity suite and all the new collateral. It has created a real buzz internally, and makes me feel very confident taking it into the Board meeting. The Four Peas’ work creates a powerful communications platform that will enable us to strengthen existing customer relationships – and build many new ones.”
Marketing Manager, WCBS
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