Case studies

The Institute of Risk Management (IRM) - Marketing Review repositions professional institute (2009)

The IRM is the leading professional institute for enterprise risk management education with over 2700 members worldwide. We were appointed to conduct a Strategic Marketing Review for the IRM - the drivers were to establish a clear Marketing and Sales Strategy; determine the best development opportunities; set up a framework for effective implementation of marketing priorities and a tracking system for measuring marketing effectiveness. The Marketing Review was conducted over an 8 week period and included a full document view, research on the market environment for risk management education, and an interview programme with internal and external stakeholders. We presented our report and recommendations to the IRM Board, highlighting the importance of focus and effective execution in Marketing. We also identified potential new revenue streams for the IRM, as the demand for risk management education increases. Our recommendations were accepted by the IRM Board and we are subsequently working with the IRM on implementation projects arising from the Marketing Review.

Aon Consulting - Focus Groups for pre-launch product testing (2009)

Aon Consulting, the pensions and employee benefits arm of Aon, was looking to re-position and re-launch its pensions advisory services under the product brand 'TRUST'. The key aspects of TRUST developed from initial customer feedback were determined as clarity about the services delivered; consistent delivery of services through standard processes and outputs; and no surprises on fees charged to clients. Aon Consulting said, 'We think it's a good idea - but will our clients?' To establish this we recommended a programme of Focus Groups with target clients and planned and facilitated these sessions. 3 Focus Groups were run with clients across the UK, which tested proposition components in the areas of consulting, investment and actuarial services. We drew together the output and main recommendations that came from these working sessions. Aon Consulting was able to verify the core components and value add of the TRUST package, and tweak the product as necessary for the product launch.

Aon - Advisory Board gives broker finger on the pulse on customers' needs

We put a proposal to Aon Global UK (part of the Aon insurance broking group) to establish a Client Advisory Board made up of 25 Group Risk Managers from large UK based corporates & multinationals. In the set up phase we helped recruit members and develop the charter for the Advisory Board. We have provided advisory and facilitation services to the Board since its inception in 2007. The Board gives Aon strong feedback on customers' issues, brokers' performance, products and services pre-launch, and is a sounding board on Aon's strategy and strategic positioning.

RSA - Proposition development in target sectors across Europe

We were appointed by RSA Europe to run a proposition development programme in France and Germany to support the client's growth aspirations in these countries. Our work focused on the Property Investors and Retail sectors in France; and the Manufacturing sector in Germany. We produced Sectors Overviews focusing on macro-economic trends and the implications for the client. We ran a programme of Proposition Development Workshops, drawing out and assessing opportunities for differentiation and product development in each sector. We designed and produced marketing material for the launch of the Property Investors proposition in France, including brochures, broker and client presentations, web content and PR material. Business targets for 2008 in this sector were comfortably exceeded and targets for 2009 were beaten before the end of 1st quarter.

Client Testimonal

'The Power Station's wide-ranging contribution to our proposition development work was vital to the success of the programme. We particularly appreciated their specialist insurance knowledge, which gave them credibility with our people. They used customer insights to challenge us to develop better propositions and together we delivered on a demanding timetable.'

Chris Smith, Director, RSA Europe - Proposition Development Programme

ACE Europe - Europe-wide product launch for multinational insurance product

ACE Europe identified the opportunity to develop a portfolio of insurance business with developing multinationals in the EU. We developed the brand identity 'ACE Evolve' for this service offering and managed a coordinated product launch across the EU. We designed and produced a Marketing Toolkit which including client and broker literature, case studies, website, Staff Training Guide (all in 8 languages) to launch successfully in the 3 month lead time set for the project.

RSA - Launch of new proposition for Property Investors in France

We were appointed by RSA Europe to run a proposition development programme in France and Germany to support the client's growth aspirations in these countries. We designed and produced marketing material for the launch of the Property Investors proposition in France, including brochures, broker and client presentations, web content and PR material. Business targets for 2008 in this sector were comfortably exceeded and targets for 2009 were beaten before the end of 1st quarter.

Bentley - Driving Ambition' accelerates customer acquisition

Bentley Motors faced a radical marketing challenge following the launch of its Continental range (now affectionately called the 'Baby Bentley'). While the Bentley brand is well established, the Continental range is geared to a different customer profile to Bentley's traditional market. We created and managed a targeted customer acquisition programme, opening up entirely new customer groups for the client not known to their Dealer Network. We devised the 'Driving Ambition' theme, and a programme based around driving experiences and golf days at Castletown Golf Links at the TT circuit on the Isle of Man. Over 400 prospective customers attended the golf days and the programme generated a sales conversion rate in excess of 10%.

Munich Re -opening the new London HQ

Munich Re, one of the world's largest reinsurers, was planning a move into new London Headquarters in Plantation Place in the City of London. The move brought together for the first time under one roof the companies in the Munich Re Group trading in the London Insurance Market. Munich Re asked us in to plan and manage a cocktail reception in their new offices, which was attended by over 300 senior professionals in the London Insurance Market. Guests were welcomed by Dr Nikolaus von Bomhard, Chairman of the Board of Munich Re Group. Through the event Munich Re well and truly declared it was open for business in its new offices.

Kingsbridge Risk Solutions - Sustainability Live

'Sustainability Live' is the UK's largest forum for Environment, Water, Energy and Land. Insurance broker Kingsbridge Risk Solutions wanted to profile its specialist services for companies in the Water and Utilities sectors by exhibiting at the event. We designed the exhibition stand to maximise the available space and ensure the client's key messages were communicated clearly and effectively.

Client Testimonal

'It was important for us to make our company as visible to our target market as possible and by exhibiting at a well established industry show, it was the perfect opportunity. The Power Station created a sensational backdrop which in itself created a feature on our stand. Along with some branded bottles of water and marketing literature to hand out, their support building up to the show and their attention to detail allowed us to maximize our exposure and create some extremely valuable leads. I would not hesitate in recommending The Power Station for any exhibition project whether the budget is big or small.'

David Kelly, Marketing Executive, Kingsbridge Risk Solutions

RSA - PR for Proposition Launch in France

We were appointed by RSA Europe to run a proposition development programme in France and Germany to support the client's growth aspirations in these countries. One of the sectors we focused on was the Property Investors sector in France. We ran a programme of Proposition Development Workshops, drawing out and assessing opportunities for differentiation and product development in each sector. We designed and produced marketing material for the launch of the new, including brochures, broker and client presentations and web content. We also managed a PR programme with specialist media which ran in conjunction with the launch. Business targets for 2008 in this sector were comfortably exceeded and targets for 2009 were beaten before the end of 1st quarter.

Kingsbridge Professional Solutions - Viral marketing with 'Arnie Armadillo' (2009)

Kingsbridge Professional Solutions provides web based insurance solutions for professional freelance contractors and consultants. With a core portfolio of customers built up largely through distributors/introducers and recommendations, Kingsbridge was keen to raise its visibility and brand profile and access a wider range of prospective customers in its target segments through digital and viral marketing. We designed an initial programme of 2 virals fronted by 'Arnie Armadillo' who in illustrating 'risk management for beginners' gets into some unfortunate scrapes. Arnie is also featured prominently on the website and marketing material to become the face of KPSol.

Click here for the virals