Crescent People

Australia-based Crescent People specialises in business psychology and organisational development. A key service involves conducting assessments for recruitment purposes, helping organisations evaluate potential candidates and their suitability for business-critical roles.

The company was reaching a new growth stage and wanted to take its positioning and communications to the next level. We were recommended, and Crescent People brought us on board to help codify their value proposition and create a brochure to support business development.

We conducted a workshop to home in on target audiences, routes to market and competitor landscape. As a first stage, we carried out a competitor messaging analysis and created a brand platform that articulated the value proposition, brand values, key messages and tone of voice. This was then used as a foundation for consistent and effective marketing going forward.

Based on the brand platform, we created copy for a brochure that could be used for communicating directly with companies as well as with recruitment agencies, who were an important sales channel. To allow Crescent People to tailor the brochure to specific prospective clients, we created a pick-and-mix style content structure, giving them the ability to create tailored messaging efficiently, depending on the client and requirements

Crescent People were very happy with the resulting brochure. They have now put it to use in generating new business, and the brand platform supports ongoing in-house marketing efforts.

“I could have tried for years and still not got here, but you’ve captured everything I had in my head and it’s so clear and compelling. Thank you again for all your help, it really has been a gamechanger for the business.’

Meghan Bell, Director, Crescent People