Team Technologies

The Background
Hampshire-based Team Technologies are developers and consultants within the IT & web-based solutions sector. The company has developed an innovative online employee record system featuring employee 'self-service' technology; following the appointment of a dedicated sales resource there was an urgent requirement for marketing strategy and communications.

The Brief
Team Technologies wanted to completely re-brand the product and then roll out the brand across sales and marketing resource material.

Actual was commissioned to provide marketing expertise including strategy, brand, design and communications. The project encompassed both online and offline channels - with the goal to increase the presence, cohesiveness and credibility of the hr:online product in the online personnel records marketplace.

The Solution
Following in-depth discussions, Actual produced a marketing plan to underpin the development of sales of the product in the UK. Using competitive and market research the plan outlined strategic recommendations on the positioning of hr:online within UK marketplace.

Actual then advised on the naming and branding of the product, leading Team Technologies through the process of evaluating names, logo, design and a corresponding URL for a new hr:online website.

Once the new hr:online brand had been successfully created, a style guide was established. This enabled the brand to be rolled out across a newly-created website, existing and newly created marketing literature (including client Case Studies) new sales support material (including direct mail letters and e-mails) and new promotional items (T-shirts and pens).

In addition Actual re-designed elements of the hr:online exhibition stand to incorporate the new branding, and designed a "win an iPod" competition in time for the HR Software Show at Olympia.

Results
Within a short timeframe Actual took the hr:online brand from 'zero to hero'. The new name, logo and website ensure that the product has real presence and credibility, with new client case studies underlining the success of the product in practice.

The new positioning statement "the UK's most cost-effective online employee records system" ensures that prospective clients in the HR sector understand that hr:online is undoubtedly the best value system in the market. Meanwhile, the marketing support material emphasizes that the product lacks nothing in terms of functionality, customer satisfaction and quality of customer service and support.