Client: We Are IPOS (formerly IPOS)
Period: July 2023 – July 2025
Challenge: Repositioning the business for a new target audience.
Key activities: Rebranding, re-messaging, re-positioning, CRM implementation, outbound communications strategy, awareness, PR, lead generation, outbound campaigns.
The challenge
We Are IPOS was founded to produce high-quality retail Point of Sale (POS) for some of the biggest brands in footwear and clothing, including Adidas, Crocs, Fila, Lacoste, Selfridges, Under Armour, and many more. They had successfully partnered with these brands for years, but were always seen as a design and production house, limiting their ability to grow revenue from these accounts.
The brand needed to reposition itself as the partner of choice for high-value retail brands, pushing their skills and services further up the value chain, from strategy down.
The engagement
Andy and Ness joined the IPOS team as part-time outsourced team members. They quickly began designing a marketing strategy to support the shift from a production business to a high-value partner. This was multi-tiered and included a revamped messaging strategy, brand repositioning, building brand awareness, rebuilding the customer database (to target more senior contacts), and a series of outbound campaigns to spread the new message and generate opportunities.
Fact-find & strategy
Produced a marketing strategy that would reposition IPOS as a high-value retail partner, that should be engaged further up the value chain.
Fractional support team
We put together a small team of marketing specialists to hand the the creative design, comms, PR and socials.
Re-positioning
We repositioned the business with an updated set of business pillars and changed the comms, website and outbound to reflect the services the business offered.
Outbound campaigns
A series of campaigns was produced that used novel methods to put the new messaging in front of the right people, drive new conversations, and generate more valuable business.
The results
SGC Marketing engaged with IPOS over 26 months, during which we successfully repositioned the brand for growth, increased awareness across the retail sector, and helped the business re-engage with existing customers at senior levels, drive new customers, and build a solid growth plan for the future.
Positioning
- Repositioned the business
- Developed the brand identity
- Built a new customer database
Awareness
- Implemented outbound comms plan
- Launched a new Podcast series
- Ran 3 outbound lead-gen campaigns
- Physical marketing series
Engagement
- Engaged with senior contacts
- Upsold into existing accounts
- Generated new opportunities