True to Life
Truprint
Appointed to devise a sales and marketing strategy that would reposition and revitalise a once loved heritage brand. Creating the brand belief ‘ True to Life’ was the foundation for a vibrant brand with a strong point of view - real photos, real people, real life - making the brand relatable and relevant in a digital world, providing stand out in a hugely congested and offer-led market.
Creative: Pollitt & Partners (bBelief Studio)
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Situational Analysis – Conducted an extensive analysis of the brand, its marketing strategy, its competitors, its pricing structure, the wider consumer landscape and the offer, identifying several exciting areas of opportunity during the process
Positioning, & Branding – Developed a brave and unique brand idea, narrative and engaging visual identity, that created a point of difference, encouraged emotional connection, loyalty and propensity to recommend. The story around this brand idea would be played out at every customer touchpoint creating a memorable brand experience
Strategy Creation – Devised a two-pronged sales and marketing strategy built around a new product launch and the new positioning, that would see a more considered, less offer led, more emotive approach to consumer engagement
Content – Created stories and social content around the proposition, collecting authentic, unfiltered, real customer photography and stories, engaging on an emotional level, and encouraging a two-way interaction with the brand
Loyalty – Engaged a loyalty expert to work on a proposition unique to the industry, identifying the most valuable customers and finding simple solutions to encourage them to visit more often, and spend more when doing so
CSR – Established the need for the brand to stand for something, and to have a voice, identifying the pressures, particularly on young people to live in a “perfect” and filtered world as an issue prevalent in photography. Approached a number of mental health charities working in this area to establish a two-way partnership
