Due to the Public Trustee’s long standing position in the industry, they felt it was important to revitalize their current brand to position them for future growth and strengthen the relationship they have with Tasmanians. To do this, it was important that they implemented innovative and cutting edge marketing strategies designed to work within their 5 year plan. It was also crucial that all internal and external marketing communications portrayed their core business values and messages effectively.
At+m conducted market research and a brand audit to better understand the strengths, weaknesses and core values of the business, as well as the consumer behaviour of their target audience. The strategy included a new logo and brand position, marketing and communication strategies that included traditional and digital media. The brand message is now “every moment counts” which supports their genuine care for the Tasmanian community.
The core of the digital strategy was to ensure the new website is functional, informative, engaging and aesthetically pleasing. As a Google Partner, at+m employed advanced SEO and SEM strategies to improve the organic search, which will be supported by weekly blogs. The correct tone of voice was researched and utilised throughout all marketing communications.
The outcome of the project is a ‘New Look Public Trustee’ that is modern and cutting edge, while still upholding the integrity of the existing brand. This was complemented by a beautifully polished website that successfully attracts and engages with the desired target market. The website’s appearance reflects the revitalised brand focus, using a fresh and uplifting colour pallette and design. It was important to the Public Trustee that they portrayed as a friendly and compassionate tone of voice, while still being able to communicate complicated legal information with transparency. The new brand also better represents the value of professional expertise and service provided at the Public Trustee.