I’ve said it before but here, I’ll say it again. We’ve a wonderful bunch of clients and we’re proud to work for each and every one.
We’re also immensely proud of the varied and excellent work we do for them. But every once in a while a client comes to us with a brand story and purpose that really makes us sit up and listen. And that’s just what we did when Kathryn came to talk to us about The Pipeline.
The Pipeline
Put simply, The Pipeline works with individuals, or in partnership with organisations to create and develop executive teams which are both ethnically diverse and gender-balanced.
The Pipeline was founded by businesswomen Lorna Fitzsimmons (former MP) and Baroness Margaret McDonagh. They collaborate with many high-profile and highly-regarded leaders, each at the top of their game. Together they’ve helped many of the most successful organisations in the world increase the number of talented women reaching the top.
That they have an excellent and worthwhile goal should – really should – go without saying. But The Pipeline don’t berate or proselytise. They don’t need to, because they’ve done the research and have the figures. Proof positive that ethnically diverse and gender-balanced executive teams outperform their competitors.
As a female business owner I believe it’s vital to empower women and give them the confidence to fulfil their potential. The Pipeline is doing really important work helping women overcome challenges. They’re such an inspiration, and I’m super proud to work with them.
The PLOTT team were fully on board from the get-go, and we launched a beautifully modern and high-performance website for them recently – go take a look. But before you do, it just so happens the the launch of their website almost coincides with International Women’s Day. Sometimes the stars align just so.
International Women’s Day
Why, after all this time, is it still difficult to find true equity? This year the theme of IWD is to get people to think and talk about equal opportunities. And to show why this, in and of itself, is not enough to bring about true equity. It’s not a level playing field; not everyone begins from the same place. This is why equitable action is needed. Equity isn’t just a nice-to-have, it’s a must-have.
Everyone anywhere should play a part and all embrace equity together. Collectively we can all make a positive impact.
#EmbraceEquity
PLOTT gets to work
The Pipeline approached us to help them reimagine their brand and redevelop their website. As thought-leaders and leadership development experts The Pipeline needed a brand with gravitas that would then help them achieve their strategic objectives. They also knew their website needed attention. It had grown cluttered and chaotic, and was now dated and underperforming.
They had a set of strategic goals to meet which would require increased lead-generation to help grow the business. So PLOTT’s role was to increase their brand awareness and visibility, and help them reach new audiences.
The Pipeline were keen to keep their logo and purple brand colouring, so we set about evolving the brand. Among other things this means reviewing fonts, colourways and messaging, and injecting some modernity and help to future-proof their brand. For the website and wider brand we sourced and helped select the right mix of real images and premium stock photography.
Armed now with The Pipeline’s new Brand Tool Kit we were ready to tackle the website. We had established a need for two “funnels”, or user journeys – one each for their target audiences of individuals and organisations. Our expertise allows this process to go pretty smoothly, and we deftly added some more interesting layouts, clear signposting, calls to action and a balance of stories, video case studies (created with Russell Stedman from 325 Productions UK) and testimonials.
We’re now actively engaged with them to deliver supporting marketing materials and brochures based on their new branding. Their journey isn’t over, and we’re thrilled to work with them now and in the future.
“As the market leading business in executive leadership development for women, we had unwittingly added so much information to our website that visitors were confused and left before submitting a query. We wanted an agency which would modernise our brand, get to grips with two different website journeys and drive more traffic to generate conversions.
“Having worked with PLOTT before, I knew they would deliver, so they were my first choice. Working with Anna, Rich and the team again has been brilliant.
“The team asked the right questions, provided different solutions and were very patient as we considered our next steps. We’re delighted to say our new website has been very well received. We received our first lead from a brand-new client within four hours of being live… our investment is already paid for.”
If you want a brand review drop us a line, or use our new online booking tool and we’ll arrange a 45 minute call.
