Case study for PEM

Product/Sector:	Professional services – accountancy, business advice, tax, corporate finance, IT, HR, Audit
Activity:	Strategic marketing research, recommendations, tactics, implementation, mentoring, brand ID development, website design and creation, brand/ service launch
Issue/Brief:	Bax Interaction was asked to research the opportunities for PEM in the Technology sectors and to explore the possibility of extending its internal technology Focus Group into a new integrated service line specifically for businesses in the technology sector. The agreed objectives were; to identify how to position and differentiate the PEM brand for the technology sector, to evaluate perceptions of PEM’s current services and position, including; awareness of competitors, communications, people, premises and to recommend strategic options to consider.
Idea/Approach:	Focus groups were recruited from internal personnel, referrers and influencers, clients and prospects and were combined with individual depth interviews with both clients and referrers. Clear strategic recommendations resulted for PEM to consider and agree. A team/ partnership approach was taken. BIL worked closely with the firm’s Marketing Department to ensure ‘buy-in’ from all members of the team. This included attendance at team meetings, guidance with copy writing and styles, presenting to the Partners and working as one of the PEM Technology team at the official launch.
Results/Outcome:	Created a new brand as part of the ‘PEM Group’ to target the sector with highly relevant, tailored communications including points of difference. Two partners headed up the new team and made this a highly visible commitment to the sector. Created new brand ID for PEM Technology with a freelance designer, designed and built a separate website, in partnership with Doontime, from the main firm’s site, mentored the firm throughout the implementation process. All collateral readied for the launch at the Cambridge Enterprise Conference on the 5th September 2007. Attended launch and assisted in the review process. Successfully launched new sector-based service for PEM. Client Quote - “Steve Bax from Bax Interaction has been instrumental in ensuring PEM Technology was launched in a timely and professional manner. From researching opportunities and the needs of the marketplace, to brand ID and collateral, a new website and the launch itself, Steve worked almost seamlessly with the team to ensure we achieved our goal. Steve works highly confidentially at a professional level, which is something PEM, as a professional services firm, places highly on its priorities and we look forward to working together with BIL on future business development projects” Pippa Corbett – Marketing Manager
Link:	http://www.pemtechnology.co.uk
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