Projects / RewardsFocus

Brand Launch Boosts New Business

PROJECT SCOPE

  • Mood board creation
  • Creative session and branding brainstorm
  • Branding package compilation: fonts, colors, images, style guide
  • Logo design
  • Graphic design of sample total compensation statements
  • Website design and development
  • Website management

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The Client

Charlton Consulting Group (CCG), founded in 1993, partners with human resources professionals in enterprises across a wide variety of industries in both North America and Europe. The firm provides services and solutions that help employers more efficiently manage employee benefits and compensation.

One of CCG’s signature offerings is total compensation statements: personalized communications that organizations provide to employees to help them better understand the investment being made in them. These communications detail the true value of each individual worker’s total rewards, covering everything from base salary and incentives to paid time-off, retirement benefits, insurance contributions, transportation subsidies, and many other benefits.

The Challenge

Leaders at Charlton Consulting Group were looking to jump start new business growth. CCG wanted to bolster its pipeline of prospective clients and maximize the effectiveness of digital marketing efforts. The firm had been advertising online through Google with little return on investment and wanted to increase visibility among a larger pool of potential clients.

One obstacle was that CCG’s diverse human resources offerings could be confusing to potential clients. The firm wanted to streamline marketing efforts to highlight its popular niche product: customized total compensation statements that illuminate for individual employees the overall value of compensation and benefits beyond their paychecks. These detailed communications, explaining workplace rewards to employees, aid in recruitment, and increase staff retention and satisfaction. As a result, the firm needed to reimagine, clarify, and strengthen outreach materials featuring total compensation statements to garner new business.

“The new website and collateral that we have from Digital Ink really helps us project our total rewards communications that much more cleanly and confidently.”
DAVID JANUS
MANAGING PRINCIPAL, REWARDSFOCUS

Project Highlights

  • A bold new brand, including a website and marketing collateral, showcases and simplifies a signature human resources product
  • Reenergized marketing efforts win two major clients
  • Website visitors increased by 45%
  • Brand launch builds the prospective client pipeline, with online requests for information spiking by more than one-third in the past year
  • New website improves digital marketing return on investment

The Solution

Digital Ink helped CCG conceptualize, create, and launch a unique brand division showcasing these total reward statements – RewardsFocus. This new, simplified brand enabled CCG to more powerfully educate clients about a key human resources offering.

CCG and Digital Ink worked together in a highly collaborative process in Summer 2018 to brainstorm and design the new brand, which needed to convey polish and sophistication to business clients, with arresting visuals that stood apart from competitors. Through this collaboration, Digital Ink transformed CCG’s business goals into a logo, comprehensive style guide, marketing collateral, and the design, development and maintenance of RewardsFocus.com. Digital Ink’s graphic design and web experts offered an array of practical options for the website that would ensure modern visual appeal coupled with functionality and easy maintenance long into the future.

Skillful project management by Digital Ink moved the multifaceted project forward efficiently, and the new site rolled out in September 2018. But Digital Ink’s support did not end there. Digital Ink provides ongoing website management, responds to client updates, and integrates RewardsFocus’ web presence with ongoing online advertising campaigns.

The firm needed to reimagine, clarify, and strengthen outreach materials featuring total compensation statements to garner new business.

Results

After RewardsFocus.com launched, CCG began seeing the impact of the brand’s fresh, compelling identity immediately. Website visitors have increased 45% compared to the same period last year. Two new manufacturing clients signed on to receive total compensation statements for their employees. These new clients are large, one with 3,000 employees and the other with 4,000 employees, meeting CCG’s goal of increasing the average size of new clients.

With the simplified, memorable brand reaching more and bigger businesses more effectively, the roster of potential clients interested in RewardsFocus’ benefit products has expanded. CCG has fielded 35% more inquiries from prospective clients seeking information and proposals. And the performance of Google advertising has improved, with more substantive customer responses received per online dollars spent.

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INCREASE IN SITE VISITS
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LEAD INCREASE

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