Stephen Moore Marketing Shirley Parsons Case Study




Shirley Parsons Ltd/Inc Case Study

Brand Development | Strategy | Tactical Planning | Digital | Training


An HSEQ recruitment agency based in Aylesbury Bucks. The founder Shirley Parsons is a highly respected thought leader in the health, safety, environmental and quality recruitment sector.

As part of Identify Group, Shirley Parsons needed support to create a new brand around an already successful business. Having recently expanded into the US market there was an immediate need to ensure both businesses exploited their markets but kept a consistent approach to the brand.


The initial need was to support the inhouse marketing resource to steer the work and provide guidance and assistance. However, this would change when the marketing manager left the business and it became more hands on.

The scope of the work required was to pull out the strategy of the business and create a marketing plan to exploit its unique advantages in a very busy market that had a very clear market leader.


I delivered a brand workshop and a series of brand questionnaires to create an updated brand identity. The result was a very clear set of brand values and we identified the look and feel of the business. The result of the brand work was the creation of a fresh new look using the letter “S” as a stylised globe to represent the global expansion of the business into the US and Europe.

A clear set of brand guidelines was introduced to steer all parts of the business to deliver a consistent output.

New websites were introduced for the UK and US markets optimised to present the right site in the right region through one domain. The sites were developed in Apteve in partnership with Venn Digital over 4 months.

Social Media platforms were reformed and redesigned with clear goals set for each one and a content plan was introduced to support output each month.

An extensive study was carried out to identify the most cost-effective vacancy platform to plug in to the new websites. After careful consideration of the user experience and white label capacity Logic Melon was selected over Broadbean and a number of others.

The final result was the delivery of a marketing strategy, brand strategy, brand identity, new websites, new integrated vacancy platform, social and content plan and a team mentoring and training process that lasted 12 months and provided a number of templates for them to manage the marketing process going forward.


Stephen Moore Marketing