The Challenge
Beresford Wilson & Partners (BWP) had established significant expertise within its specialist markets, but its external presence wasn’t reflecting the quality or ambition of the business.
Branding lacked consistency, the website and sales collateral needed modernising, and BWP had limited visibility across social channels. More importantly, the business had considerable knowledge and market insight, but lacked the marketing infrastructure and capacity to consistently communicate that value to prospective clients and candidates.
Building an internal marketing team was one option. But for a business of BWP’s size, adding a full-time marketing resource didn’t make commercial sense. BWP needed access to broader strategic and delivery capabilities without the cost or complexity of building that function internally.
The Solution
Thrive became BWP’s outsourced marketing partner, initially focusing on creating the foundations for a more credible and differentiated market presence.
We clarified and unified the brand narrative, helping BWP articulate its value more effectively and position the business as a strategic partner. That positioning was then carried consistently across the website, sales collateral, social media and wider communications, creating a stronger platform for conversations with existing and prospective clients.
From there, the focus moved to building authority in the markets BWP serves.
Executive thought leadership, market-led content and a consistent social presence gave BWP a platform to demonstrate the expertise already sitting within the business. A bespoke benchmarking campaign turned that knowledge into something commercially useful, generating new leads while giving consultants a valuable reason to engage clients and candidates.
Alongside delivery, Thrive introduced the measurement infrastructure needed to understand marketing performance, connecting activity to website behaviour, engagement and conversion.
The Results
Over the course of the partnership, BWP moved from an inconsistent and relatively limited marketing presence to a more cohesive, professional and commercially focused brand.
The refreshed value proposition gave the business a clearer way to articulate why clients should work with BWP, while its website, collateral and digital presence began to better reflect the calibre and expertise of the organisation behind them.
That stronger positioning was supported by significantly greater market reach. More people discovered and engaged with BWP through its website, search and social channels, while thought leadership gave the business a platform to demonstrate expertise rather than relying solely on recruitment-led communications.
Crucially, marketing also became more useful to the commercial team. The benchmarking campaign generated identifiable client leads, consultants had stronger content and collateral to support business development, and BWP gained greater visibility into how its marketing was contributing to engagement and opportunity.
The result was a marketing function that did more than improve how BWP looked. It strengthened how the business positioned itself, increased its presence within its target markets and created new opportunities for consultants to start commercially meaningful conversations.
Key results:
- +120.7% increase in social brand reach
- +922.3% increase in customer engagement
- +117.9% increase in prospects finding BW&P online
