How we helped
18%
Helped contribute to 18% year on year growth.
8
A team of 8 people worked collaboratively on the project.
40
Consistent messaging and branding across 40 solutions.
They say it takes a village to raise a child – well, the same is true for marketing a business!
Great marketing comes from collaboration, with everyone from product experts to sales teams, copywriters to marketing managers joining forces. When everyone works together, a business can clearly and authentically connect with its audience.
Our current project with Bravo Benefits is a wonderful example of teamwork in action. By bringing together people from various backgrounds, we’ve been able to clearly share the employee benefits broker’s story across every platform.
Who are Bravo Benefits?
Bravo Benefits is a leading employee benefits broker. They pride themselves on providing a fully consultative approach to employee benefits, aware that “ready-made” bundles of benefits are not tailored to the specific needs of an individual workforce.
Used by over 13,000 employers nationwide, the company has a wide range of 40+ benefits to choose from. Their team of Employee Benefits Consultants curate bespoke packages of benefits that can be hosted on their benefits platform, Smart Hive. As well as giving employees access to their benefits, the platform provides administrative staff with a bank of marketing resources to help the promotion of benefits internally.
The Challenge
Bravo Benefits effectively manages two digital platforms – their website and Smart Hive. As Bravo Benefits always strives to find the best provider for each individual benefit, the content across both did not reflect their current offering. It needed a refresh.
In addition, the needs of those users accessing Smart Hive are very different to those accessing the website. The content did not always meet the needs of the audience that they were seeking to reach.
On top of this, the resources available on Smart Hive’s Marketing Suite were outdated. They did not reflect Bravo Benefit’s brand identity, and the copy did not reflect the new products that Bravo Benefits now offers.
The benefit broker offers nearly forty different products, from multiple providers; a huge project and one that would take several months to complete.
Objective 1: Organise the Workflow
After chatting through Bravo Benefit’s requirements at length, it was decided that our team would go away and map out a detailed plan to tackle the project. For each product, the following deliverables would be required:
- Webpage copy
- Factsheet
- Copy for Smart Hive’s employer-side webpage
- Copy for Smart Hive’s employee-side webpage
- Two marketing emails for Smart Hive’s Marketing Suite
- A poster for Smart Hive’s Marketing Suite.
Two to three products would be tackled each month, and the various deliverables would be detailed, along with the required messaging, target audience and (if applicable) keyword content.
We presented the plan to Bravo Benefits in the form of a Google Spreadsheet, and all stakeholders were given access to ensure everyone had eyes on the project. It allowed us to ensure the correct deliverables were written, ensure deadlines were kept, keep track of content that had been submitted for approval and give and receive feedback.
Objective 2: Achieving visual consistency
Consistency was a key word that came out of our initial meeting with Bravo Benefits. They could see that they needed visual consistency across all platforms and marketing. They understood that prospects may become confused if digital touchpoints lacked visual coherence.
We decided that, as the website had been newly built and reflected their brand identity well, we would use the visual elements found across the website to build the templates for all the assets required.
This approach also had the added benefit of being much more cost-effective, as the templates could be adapted to each product.
Our designer created templates for:
A lead magnet (product factsheet with case study).
An HTML email for clients to use as part of the Smart Hive Marketing Suite.
A poster for the Marketing Suite.
We presented the templates to Bravo Benefits during an online meeting, and once approval was given, our designer built the templates.
Objective 3: Updating product copy
As Bravo Benefits seeks to find the best provider for every customer, they often have a range of providers for any given benefit.
So, it was important that when refreshing the product copy across all platforms that we gave enough information to be informative, but only highlight features that are available across all providers.
To achieve this, our content writing team met monthly with key stakeholders within Bravo Benefits. Our team aimed to tease out details such as
- The key benefits of each product,
- The commonalities between each product provider,
- The reasons why Bravo Benefits considers the providers to be the best on the market,
- Any nuances to the offer – any special features that Bravo Benefits was able to offer due to their close relationship with the provider,
- Key features that Bravo Benefits wished to highlight.
Our content team then researched each product online. Drawing on all the information, our team created the copy for the products.
The content was submitted to the Client via Google Workspace, allowing Bravo Benefits to review and approve the copy. Once happy, the Twogether Digital team added the content to the various templates or uploaded the content onto the various platforms.
Responding to issues
As with every project, things change. It’s always enjoyable to undertake a project with a partner who understands the need to work closely and collaboratively, and the Bravo Benefits team are such a delight to work with.
Our weekly check-ins with the project lead over at Bravo Benefits helped refine the process and iron out any issues as they arose.
- The approvals process was refined to include a content specialist from the Bravo Benefits team.
- Our copywriters undertook additional workshops with experts from Bravo Benefit’s team for particularly complex products and services, such as the Workplace Pensions Services.
- The research stage was changed to include details of each product’s onboarding process, as it became clear during our monthly meetings that there were slight differences for each product.
- We will hold our hands up and admit that our brand-led digital asset recommendations were not meeting Bravo Benefits’ needs, so we switched to a product-led approach to asset selection.
- Refinements to the Smart Hive platform have led to changes in the design of the Marketing Suite posters. We were happy to respond to the request to add additional elements, such as QR codes.
The Result
Working closely with Bravo Benefits has truly highlighted how powerful teamwork can be.
We’re over halfway through this exciting project, and thanks to everyone involved – from the experts behind the products to the marketing pros – Bravo Benefits now enjoys refreshed, clear, and consistent messaging across all its digital channels.
Clients have easy access to engaging marketing materials that make internal benefit promotion simpler and more effective. It’s amazing what we can achieve when we all work together!
Here’s what Graham Weatherill, Bravo Benefits’ Commercial Director, had to say:
“We have worked with the team at Twogether Digital for nearly a year now, it’s been refreshing to work with a marketing agency who want to understand our business and take time to fully appreciate who we are and what we do. Over the past 12 months a consistency of message has been achieved across our digital content, product updates, and marketing materials which was a challenging task with over 40 solutions to get to grips with.
I believe that the team at Twogether Digital’s approach, attention to detail and brand innovation has strengthened our presence across multiple channels and contributed to the 18% year on year growth that has been achieved by the business.
One final thing which I think cannot be underestimated when working in a collaborative way, is that it is important that everyone involved has a voice and enjoys what they are doing, which is definitely the case with our partnership with Twogether Digital.”
What our client said
I believe that the team at TwoGether Digital's approach, attention to detail and brand innovation has strengthened our presence across multiple channels and contributed to the 18% year on year growth that has been achieved by the business.
Graham Weatherill