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.




Board level support as a Part-time Marketing Director helping provide important direction by creating and driving your marketing strategy and tactical marketing plans and a key support to your in-house and agency marketing teams. Available by the day.


As a Chartered Institute of Marketing (CIM) Mentor and qualified trainer I provide a number of cost effective ways to get the most from your people through on the job support or marketing workshops. I also run brand workshops to create new brands and renew older ones.


As a Strategic Marketing Consultant I help businesses with short or long term projects. Typically projects can involve support to create strategy, tactical plans, propositions, branding, product launches and event planning. I also support businesses with the day-to-day running of a marketing function.


Why Employ a

There are many benefits that come from working with an experienced and qualified freelancer:

  • Transparent Costs - No paid holiday or NI charges

  • Marketing Network - Access to my vast marketing network

  • Flexibility - Part-time hours to support your requirements

  • Experience - A CIM qualified senior marketer for one all in fee

Support Options

Support for your business either on a project basis or retained basis: 

  • Day rate - Billing by the day for total transparency 

  • Monthly retainer - 37 hours per month when you need it

  • By the Hour - Ask about hourly rates for small projects


Marketing & Business

I have the following marketing qualifications:

  • Marketing Mentor at The Chartered Institute of Marketing

  • Fellow of The Chartered Institute of Marketing

  • Diploma in Digital Marketing - CAM/Chartered Institute of Marketing

  • Diploma in Social Media Marketing - Business Consort 

  • Diploma in Performance Management - Aubrey Daniels International

  • Diploma in Creative Writing - Ashford Open Learning 

  • Diploma in Sales and Marketing Training - Ashford Open Learning



Sector Experience
B2B and B2C

I've worked in the following sectors:


Commercial property, events, corporate hospitality, technology services, conferencing and meeting rooms, business services and facilities management.



Cinema, hospitality and events, food service, retail, ecommerce, retail property, technology, education and charity. 

"Stephen has a deep understanding of marketing and helped define the business’s marketing strategy and set up a robust marketing communications plan. He helped improve the online ratings from one to three stars in just a few months which helped the turn around of the business tremendously. I would highly recommend Stephen to anyone looking to reorganise their marketing and find new lead opportunities." 

Phillip Hilbeck - MD Altitude London


If you would like to talk about your business requirements and see how I can help you please get in touch below.

© 2020 STEPHEN MOORE T/A Adventures in Marketing Limited

Registered in England & Wales at 71-75, Shelton Street, Covent Garden, London, WC2H 9JQ  Company Nr 10840260.