The Challenge
When Thrive began working with Celsus Group, their marketing efforts were fragmented and underperforming. Two junior marketers managed their respective tasks with little collaboration, brand integrity, or focus on ROI. This lack of strategy and cohesion resulted in inconsistent brand identity, missed growth opportunities, and limited impact across digital channels.
The Solution
To transform Celsus Group’s marketing operations, Thrive implemented a comprehensive, strategic plan across the following areas:
- Brand Strategy and Hierarchy
Thrive established a unified brand identity, complete with a clear hierarchy to differentiate the parent brand from its subsidiaries. This ensured consistent messaging and visual identity across all platforms. - Website Development
Both the Medical Staffing and Locum Staffing websites were reimagined from the ground up. Thrive managed every aspect of this project—strategy, project management, UX design, copywriting, and technical support working with external developers—resulting in user-friendly, visually engaging sites that aligned with Celsus Group’s overarching brands. - Content and SEO Strategy
Thrive developed a robust content calendar and SEO roadmap to boost search visibility and establish thought leadership. This included keyword optimisation, persona-specific content creation, and structured digital campaigns designed to drive measurable engagement. - Social Media and Content Development
A strategic social media plan, supported by persona-driven content, was rolled out to enhance visibility, engagement, and lead generation. Thrive managed high-volume content production tailored to specific channels and audience personas. - KPI Metrics and Reporting
To ensure accountability and success tracking, Thrive implemented a metrics framework. Monthly reporting provided actionable insights into performance, enabling ongoing optimisation of campaigns. - Outsourced Marketing Team Model
Recognising the limitations of the existing junior team, Thrive transitioned to a fully outsourced marketing model. Monthly on-site visits and weekly calls provided Celsus Group with strategic oversight, agility, and expert execution.
The Outcome
- Streamlined Marketing Operations: Replacing the junior team with Thrive’s outsourced model ensured consistency, strategic alignment, and impactful execution across marketing activities.
- Enhanced Brand Integrity: A cohesive brand strategy reinforced trust and recognition among key stakeholders.
- Optimised Digital Presence: SEO and content improvements led to increased website traffic and engagement metrics, aligning with lead generation goals.
- Strategic Business Support: Thrive supported Celsus Group’s private equity exit, ensuring seamless marketing operations throughout the transition.
- Sustainable Growth: Thrive supported the hiring and onboarding of a Head of Marketing under the new ownership, providing a foundation for sustained success while remaining an essential partner for content, SEO, and branding needs.
