Shoreline
What we did
- Goal Defining
- Insight Discovery
- Audience Research
- Communications Strategy
- Review of Strategy & Deliverables
The Client
Shoreline is a global management consulting firm focused solely on the needs of the asset and wealth management industry.
With offices in Sydney, Melbourne, Singapore and Toronto they serve leading asset managers, asset owners, investment platforms, and superannuation and pension funds across the globe.
The Shoreline AWC singular focus on the asset and wealth management industry gives us a unique edge, enabling them to provide industry specific guidance and services that generate real value and tangible results.
The Brief
Shoreline approached COG Branding with a brief to review the businesses marketing and communications, including their digital assets and workflows.
The Shoreline AWC Communications Strategy was isolated as the initial first required project as COG Branding determined that the fundamental issues in this instance pertained to fragmented marketing communications and disjointed service delivery across the organisation. The COG Branding Communications work would align truth insights provided from within the senior management team against product and service delivery, and structure them in a framework that would allow autonomous mar. comms. for Shoreline to manage. This would commence a broader marketing communications strategy for the Shoreline business.
The Solution
The COG Branding approach to marketing communications for SME business is to initially take a high level snapshot audit of current brand and marketing. Most brands are made of many moving parts (no coincidence that a ‘cog’ in an engine may spring to mind here right), and the Shoreline AWC brand and business is no different to many others.
Research: With our research and auditing process we make discoveries via working directly with the team and diving deep into the brand and marketing channels in which the business operates.
Insight: Within the research there is always golden nuggets of truth and actuals the form the core decision making and planning for future strategy works. With core insights we’re able to provide solutions that are appropriate, commercially viable and meet customer and market expectations.
Framework, Strategies, Planners: Our strategy work is delivered to ensure our clients can autonomously manage and drive the plan through the business without COG Branding needing to implement every step of the way. Our work is value focused and we know we need to build intelligence client side.
The Results
Shoreline AWC was acquired by Alpha FMC
The Shoreline communication strategy helped the business to define the communication objectives, refine the audience and articulate the brand messages to clients, customers and team members. By enabling Shoreline to manage their own communications strategy that was driven through the business via the the senior management and marketing team, it ensured strategic communication reached their targeted audience – both for acquisition and customer retention and growth.
The Communications Strategy included a framework that clearly defined who Shoreline should be talking to, clarification on why the business is wanting to talk to them, how and when Shoreline will deploy marketing campaigns, and a rationale on media type and advertising budget.
The discoveries made within the Shoreline auditing process delivered key research and insight which offered us as a Sydney brand strategy agency a dashboard of current business and brand information, and as per the initial brief was able to then be rolled into other projects such as digital marketing workflows and website technology upgrades.
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Shoreline approached COG Branding with a brief to review the businesses marketing and communications, including their digital assets and workflows.
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