ABOUT

Background Information

Caliber has historically been (and been seen as) an SEO agency. Over the last decade SEO itself has evolved to increasingly overlap with various other marketing disciplines, to the point where it is ineffective to manage SEO in isolation from other marketing channels. Caliber has historically bolted these related disciplines as services on to its offering as the market and customer demands have evolved. Today, we believe a broad understanding and integration of Content, Social & PR (alongside other techniques) is required to achieve results in this corner of the marketing battle. The most appropriate umbrella term for these services is “Organic Marketing” (as defined here), and this is the sector of the agency market we aim to dominate. As an agency we are striving to be market leaders in each of these areas through a combination of best-in-class people, technologies and processes.

Underlying all of this is insight; insight derived from numerous data sources and filtered by smart folk across the agency. (note, insight not just data!). We use our insight for smart planning , creative ideation and outreach. It’s the bedrock of successful Organic Marketing.

Despite not having all these pieces of the jigsaw in place today, we have a clear destination of where we want to take the agency. We want the website to steer our future direction by communicating where we want to be as an agency and driving us to deliver on that promise.

The website is the primary tool through which we can communicate all of the above to our key audiences (as outlined in our Inbound Marketing Strategy): Clients, Prospects, Industry, Team Caliber.

The current website and brand identity fail to convey the character and attributes of the agency as described above and hence need to be brought up to date.



What do you want to achieve?

BRAND
Refresh the brand identity aligned with our brand re-positioning
- Logo
- Typeface
- Colour palette
- Brand guidelines

SOCIAL
Profile assets
- Facebook Cover photo + avatar
- Twitter background, header image + avatar
- Google+ header + avatar
- LinkedIn horizontal logo + cover photo + services images etc
- Pintrest
- Instagram
- YouTube



Can you reduce your unique selling proposition to one sentence?
Smart organic marketing.



Caliber Brand Wheel

How the brand looks, behaves and talks. An outline of how the brand acts; how it engages with others; the tone of voice it uses in its communications to customers (and prospective customers).

How we look:
Fresh /professional /creative /smart/expert /proud/multi-cultural
connected (broad/deep outreach network – webmasters, bloggers, publishers etc.)

How we behave:
We’re responsive, professional & forward thinking
We collaborate effectively and work with a ‘yes’ attitude to turn client into advocates.
We walk the walk.

How we talk
Authoritative/Smart/Honest/Considered/Strategic (with the bigger picture in mind)/in plain English!