Strategy, brand re-alignment, new marketing collateral and fully editable CMS website.
The Project
Founded in 1978, JRA is a well-established market research agency with a global reputation. When they approached Distinction, the company had undergone a management buy-out and so the time was right for them to re-brand. Over the years, their marketing literature had become inconsistent, their branding was dated, and their web site was static with no ability for them to manage their own content.
Distinction won the tender to provide re-branding services to include development of a new visual identity and positioning, and the roll-out of its application to their many documents and other marketing material, including their web site. JRA Research wished to present the company as professional, modern and friendly, avoiding the overly “corporate” image of its competitors.
We began the project with a strategic approach to communicating JRA Research’s core proposition. It was vital to convey that JRA do more than just research. They are a bespoke, full service market research agency with a vast amount of experience and tools at their disposal but this complexity meant that their marketing message needed to capture the heart of their approach, which had been summed up in their strapline: Response, Reliability, Results.
Solutions
Our team developed a new brand for JRA Research and, then rolled out consistently branded marketing material including:
- A new website that could be updated by multiple administrators
- Email templates
- Stationary
- Presentation templates
- Report covers
- Industry adverts
The JRA Research website was developed using the standard Kentico CMS system to provide a site that is straightforward for its users and which communicates the JRA Research service offering clearly.
Templates were devised to be flexibly customised by the creative people within JRA Research with guidelines provided to ensure that the consistent appearance was also maintained.
Result
The new corporate identity was successfully launched with a full range of materials all presenting the desired cohesive and consistent appearance.
The site, launched in autumn 2008, saw an impressive 3,940% increase in website traffic during the launch promotion and it continues to perform effectively for JRA Research. The ability to ensure the site maintains a consistent look and feel remains important to JRA Research.
JRA Research maintain an ongoing relationship with Distinction for their design needs, having found them to be highly responsive, listening carefully to client requirements and readily understanding and fulfilling any brief.