Integrated Marketing Partnership for WBR Group
SUPPORTING WBR GROUP THROUGH A PERIOD OF SUSTAINED GROWTH
A long-term marketing partnership providing strategic input and practical delivery as WBR Group has evolved and expanded.
OVERVIEW
WBR Group provides specialist SSAS administration, actuarial, property, tax advisory and legal services to business owners, SMEs, entrepreneurs and families.
As the UK’s largest independent provider of SSAS services, the business offers personalised administration and professional trustee services, alongside specialist tax advice.
With the business focused on growth and acquisition, WBR Group was looking for a consultative and supportive partner with specialist experience marketing for financial service firms.
The requirement was for an extension of the internal team, providing strategic input alongside practical marketing delivery for a range of channels.
THE OBJECTIVES
DELIVERED THROUGH…
BRAND DEVELOPMENT
WBR Group was undertaking a significant rebrand, transitioning from Westbridge to a new group identity that better reflected the structure and breadth of the business.
The brand development covered the creation of the new WBR Group identity and its application across the organisation, providing a consistent visual language for the different divisions and areas of expertise.
The rebrand also created the foundations for the wider marketing activity.
WEBSITE DEVELOPMENT
The rebrand was followed by the development of a new website, bringing the different divisions and areas of expertise under one digital presence.
User experience was a key consideration throughout the development, with the website structured to make a complex range of specialist services easier to navigate and understand.
The new platform also provided a stronger foundation for ongoing SEO, content and digital marketing activity.
OFFLINE MARKETING
The wider brand rollout extended beyond digital channels, with a range of branded offline marketing materials and business documents developed to provide a consistent experience across customer and internal touchpoints.
This included business cards, forms, terms and conditions documents, presentation materials and pull-up banners.
The work ensured that the new WBR Group identity was reflected consistently across the different materials used by the organisation.
VIDEO AND PHOTOGRAPHY
Business photography and videography were delivered as part of the company-wide events, capturing the people, activities and atmosphere throughout the day.
Photography provided a bank of authentic imagery for future marketing and communications, while video content captured the wider experience and provided additional content for use across WBR Group’s channels.
Social media activity was managed across WBR Group’s channels, with content planned and produced to maintain a consistent presence and communicate the breadth of the organisation.
This included the creation of branded graphics and supporting content, alongside employee advocacy training to help the wider team understand how they could contribute to WBR Group’s social presence.
SEO CONSULTANCY
An SEO audit was undertaken to assess the existing search performance of the website and identify opportunities for improvement.
Recommendations were developed for WBR Group’s internal marketing team to action, covering areas such as technical considerations, content and wider search visibility.
This provided a practical roadmap for strengthening organic performance as the website and brand developed.
PAY PER CLICK
A targeted Google Ads campaign was developed to promote WBR Group’s Inheritance Tax calculator.
The short-term campaign was designed to reach relevant audiences searching for information around inheritance tax, directing users to the calculator and creating a measurable acquisition opportunity.
THE RESULT
The ongoing partnership provides WBR Group with a consistent and connected approach to marketing, supporting the business as it continues to grow and develop.
The rebrand established a clearer identity for WBR Group, with the new website bringing its different divisions and specialist services together under one digital presence.
Ongoing SEO consultancy, social media management, PPC and offline marketing continue to support the internal team, alongside event management, photography and content activity.
This provides access to specialist marketing expertise and practical delivery across multiple channels, while maintaining consistency across the wider brand.
SOCIAL IMPRESSIONS
Generated in the first four months of support
INCREASE IN IMPRESSIONS
Greater visibility across WBR’s social channels
INCREASE IN COMMENTS
Comments increased by 116 during the period
Digital acquisition activity has delivered measurable results through targeted PPC activity. A Google Ads campaign promoting WBR Group’s Inheritance Tax calculator generated 6,934 impressions, 767 clicks and 14 conversions, at a £27 cost per conversion.
Company-wide events have also provided opportunities for employee engagement and brand communication, with event planning, branded materials, photography and videography creating a consistent experience and content that can be used across wider marketing activity.
The partnership continues to evolve alongside WBR Group’s priorities, with marketing activity shaped around the needs of the business and its ongoing growth and acquisition objectives.
It is important to me that our brand agency is not just knowledgeable and accessible but also see us as business partners.
Our relationship with EDGE is long-standing and fundamental to the delivery of innovative ideas and collateral. EDGE walk the talk and are a valuable and indispensable support to us. Long may this continue.
Peter Collier | Director of Marketing and Distribution
WBR Group
Where we add value
Marketing decisions that make a difference
Every business faces different challenges. We focus on the opportunities, priorities, and decisions that can create meaningful commercial impact.
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