This project gave me the opportunity to work on a luxury brand, it was important that Allan and Bertram remained true to its business model of producing the fines calendars in the world.
Allan and Bertram is a successful luxury producer of promotional calendars but had no marketing strategy or plan developed to ensure it remained successful and ahead of its competitors. They had modernised their brand to move with changes in the market and it did not represent the level of luxury produced within the product, thus creating a brand perception gap. There were no marketing objectives and consistent marketing to create brand awareness and grow sales.
A complete audit was completed to produce a marketing and project plan of actions to address these problems. As part of this work a new brand strategy, with positioning, was developed together with a renewed brand identity which was relevant to its brand values and marketplace.
All marketing communications and media channels were updated including a new website, created leads with sales funnel process, all sales collateral, social media strategies, email marketing, and customer retention programme.