Red Ark gave a marketing makeover to Your HRmanager courtesy of the NSW Department of Industry & Investment Small Business September. See what we did.

1. Your HRmanager
A make better by Red Ark Marketing

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Where we started
In their own words
Your HRmanager provides
• An ongoing relationship and personalised service, always available
• Implementation of HR policies
• Management consulting and workshops
• HR healthcheck / assessment to identify the gaps
• Documentation: employment agreements / policies and procedures /
performance review systems
• All for a very competitive rate
• From company principals with 20+ years experience

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Where we started
How they go about marketing
Marketing plan
•Quick to respond. Retained experienced professionals for a fraction of
the cost of a full time HR manager
Person to person
• Personal connections and referrals
• Networking and presentations: Chamber of Commerce. I&I network /
breakfasts
And online
• Website > more focus on products eg HR Healthcheck and documentation
• E-newsletters
• Some optimisation for search

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Where we started
Who’s their target market?
Originally
• Small to medium sized local companies on the North Shore
But in fact their A list is now
• Local arms of global organisations have been fruitful
• 60-100 people in the company
• Who want an ongoing relationship and support

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What we do next
Work through it logically
• Define their objectives (in this case acquisition)
• Look at where they sit vis a vis their competitors
• Identify what makes them unique or different or better – what they can OWN
• Think about what their brand means and what it should be saying
• Work out what they need to do to create demand for their brand

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The competitor set
Same same same and not a lot different
• A world of stock shots
• Focus on small and medium business
• Online documentation
• Consulting services
• Remarkably faceless for an industry that’s all about people

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So what’s it all about
Let’s look at the Your HRmanager brand, what it
means and how we can set it apart

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The make better
Brand image
The current logo (and how they talk about themselves) is a good starting
point in differentiating themselves and creating a relevant brand promise
So we can focus on spending our money where we’ll get a proven return on
investment
• How can we activate the brand to bring the brand promise to life?

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The make better
The idea
Put the business principals at the centre of our communication, so people
get to know them, trust them and want to do business with them. We’ll
actively drive demand for the brand

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Copyright Red Ark Marketing.

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The make better
What’s the plan?
✖ New logo
✖ Expensive brochures
✖ Large scale direct mail
✖ TV and press advertising
 Website
 Online media
 One to one
 Guerilla tactics!

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The make better
The website
• Online is where most people are going to be meeting your HR Manager for
the first time – and first impressions count
• It needs to:
• be easy to navigate and content rich
• support the proposition that Your HRmanager is a team of experts who
take a personal interest in your business
• look credible and stand out from the crowd
• begin to create the one to one relationship that is part of the Your
HRmanager brand promise (we’re NOT a call centre)
• show how we’ve made a difference to our cllients’ business

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The make better
Awareness and traffic building
• Let’s stand up and be counted in places where we’ll find our target
customers
• Let’s associate ourselves with credible business information
• Let’s show how we’re up to the minute and an industry leader by leveraging
the latest online media opportunities that will drive traffic right to our site

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The make better
Search engine optimisation
•Content is King – the more relevant information you have on your website the better it will search.
•Look to target specific terms on specific pages. The more targeted a page is on your website to a
specific keyword the more chance you have of coming up for that term.
•Ensure your Meta Data (Title, Description and Keywords) is unique and relevant across your entire
website.
•Google wants to know what the page is about from your URL. A large number of Content
Management Systems do not allow you to manage your URLs and will often have long codes used
which can cause issues with the indexing of your website.
•Be proactive with your link building – your customers, suppliers, industry associations and other
networks are great resources to build links to your website.

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The make better
B2B development – start a conversation
• The internet is a wonderful thing
• It enables you to RESEARCH a company and identify what their needs might
be
• Then you can write them a personal letter (aka email) ildentifying specifically
how you can help them
• Don’t try to seal the deal in your introductory letter, follow up with a phone
call to get a meeting to find out more about them and continue the
conversation
• Don’t walk into the meeting and ask what they do and who their clients are

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The make better
Guerilla marketing
• Win a Your HRManager HR Healthcheck business card draw
• Build the profile of the business
• Educate prospects on your product
• Get leads
• Make a difference to the business community – good karma is everything
• Associate yourself with leaders and opinion formers

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The make better
To sum up
• Even the smallest business needs a brand identity that is meaningful, salient
and consistent (honestly, it doesn’t need to cost a lot or take a lot of time)
• Work out what the BENEFITS are of doing business with you (you are part
of your brand)
• Find the most effective and cost-efficient ways of starting a conversation:
• In person
• online
• In the media
• Guerilla marketing - never miss an opportunity to connect with people. New
business is everywhere

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