Rubric Europe Ltd
A privately-owned Edinburgh-based boutique translation and localisation vendor, established in 1994, with a core client base largely in the USA and in technology. In 2020, Rubric was looking to rebalance by diversifying to encompass industrial, manufacturing and wellness sector clients.
“Aileen is an accomplished strategic marketer who worked with us on our brand and marketing strategy. She developed a deep understanding of Rubric and the localization industry — no mean feat in a very specialised technical domain.”
Dominic Spurling, IT Director, Rubric
Brief
Initially engaged to identify strategic positioning (vision, mission, values to differential advantage and value proposition) as authentic brand platform to drive lead generation and engagement for acquisition through account-based marketing based on a strong digital and content strategy.
Achievements
- Designed and delivered phased workshops (initially face-to-face, then through video platforms as pandemic forced global lockdown) for senior leadership team to capture different perspectives and insights. Focused on creation of personas and customer analysis around drivers of buying process, as well as competitive advantage.
- Designed and delivered customer insight programme, involving in-depth interviews with 19 clients/stakeholders to hear authentic customer voices.
- Analysed and juxtaposed internal and external insight to create authentic value propositions and key messaging at corporate and customer persona level.
- Developed comprehensive briefs for brand transformation, website redesign and client cross-sell campaign and platinum prospects campaign.
- Reflected new brand positioning on key digital platforms through refreshed strategic messaging and introduced professional support to align employees’ personal LinkedIn profiles with corporate messaging.
Final outcome
Successfully designed and delivered in-depth insight and analysis report identifying corporate brand foundations and differentiated propositions for key client segments. Subsequently invited to lead marketing function as Interim Marketing Director and map out six-month plan to transform Rubric through brand refresh and new digital and content marketing strategy. Unforeseen budget constraints negatively impacted the creative execution and delivery of plans and strategies.
“Aileen’s strong communication skills allowed her to create our new value propositions supported by key messaging, designed to kick-start our brand transformation. Aileen’s diligent research and insight gathering provided great depth to our client voices. The creation of new personas that aligned with our buying processes was extremely helpful in developing our differentiated competitive advantage.
“Aileen also developed a creative and comprehensive brief for a new corporate identity system, new website development and platinum prospect plus cross-sales campaigns. It has been an absolute pleasure working with her; she was always pushing the boundaries to help realign our strategy with our long-term vision. Her open and honest professionalism would be a fantastic asset for any team!”