DirectTemping is an online platform for managing all aspects of temporary and casual workforces across the UK, with a value for money proposition and a transparent fee structure. The client had developed a powerful backend technology, but was hampered in their attempts to grow the business by the design of the front end of the website.
We were contracted to develop a marketing strategy for the business, and subsequently to create a creative corporate brand proposition, and to apply this branding to the website and other materials to deliver a professional and credible first impression to site visitors.
The first stage in the process was to talk to the management team, so that we could better understand their needs and requirements and get a better feel for their customer base. We also researched the marketplace to seek insights from the competition. It became apparent that there was a need to unify the branding for several different satellite businesses within the overall corporate group. These each had a different area of focus in the recruitment sector – temporary, permanent, contract and executive search. We realised that we needed to create three websites – one for the corporate group, one to cover all recruitment services except temping, and one for DirectTemping. We developed a site map and structured the navigation to optimise the customer journey for each website.
We created three different concepts for the logo, and visualised how it would work across various pages of the website for all three corporate websites. We worked closely with the client to develop their preferred creative concept. We developed copy and designs for all the frontend pages for each of the three websites. We created CSS templates which the backend developers installed on their system. We created videos explaining the key benefits of the DirectTemping approach to both clients and temps. We delivered other sales and marketing communications collateral – stationery, brochure, folder and presentation templates. We photographed staff and sourced library images. We set up their social media channels and optimised the website for SEO, as well as providing recommendations for lead generation activities, which were delivered internally. This included a three-dimensional direct marketing campaign, the purpose of which was to bypass gatekeepers (secretaries, PAs, receptionists, etc.) who would prevent materials from reaching their boss.
‘Abacus Marketing created a number of excellent concepts to integrate our different corporate brands and services. The chosen concept was executed in a timely fashion. Their marketing knowledge, professionalism and unbounded energy made for a very successful project, that was delivered on-time, in budget and to a high standard. They took plenty of time to understand the needs of the business and the different stakeholders involved, and ensured we got the most from our budget. I’d highly recommend them.’
Chief Technology Office