A brand new narrative
Anchura’s existing communication contained many strong and salient points about their service, but these felt somewhat hidden. The communication also lacked a degree of structure and a compelling central idea. As a result, it read in a dry and descriptive fashion, and did not feel particularly special or memorable.
Anchura was a small, niche player, but their competitors included ‘the big four’ consultancies such as Deloitte and PwC. Part of the challenge was therefore to give prospective clients a compelling reason to consider Anchura. I did this by positioning Anchura as ‘The alternative answer’.
This was supported by the pragmatic and no-nonsense proposition ‘Get things done’, which reflected Anchura’s focus on results and delivery, rather than waffle and report writing. And to clearly establish the company as a capable choice, I created the idea of the ‘Anchura Advantage’ which worked as a framework for the three core factors that made Anchura better than other options: their people, their approach and their results.
All these new key messages were brought together and fleshed out within new marketing materials including a folder and inserts, a website and a PowerPoint presentation.