Selected work / Hapi
A clearer proposition.
A stronger reason to engage.
Strategic challenge, proposition and delivery for Hapi / Personal Group – connecting employee-benefits technology with the employer priorities of staff attraction and retention.
Client
Hapi / Personal Group
Sector
Employee benefits technology
Our role
Strategic positioning · proposition · identity · campaign
The strategic challenge
Personal Group’s offer brought together employee benefits, insurance, mobile-phone services and salary-sacrifice arrangements. Its sales teams faced resistance as a complex mix of products became harder to explain and could be perceived as another route to selling into a workforce.
We challenged the board to rethink a high-pressure, product-led sales approach. The opportunity was to give employers a compelling reason to engage, which meant questioning established habits about how the offer was sold.
We began with market segmentation and the buying decision: who needed to be influenced, what mattered to them and why they would act. Approaching whoever would listen inside an organisation had not provided that focus.
From product features to employer priorities
HR directors offered a focused audience, with staff retention a pressing concern. We built the proposition around workforce engagement, attraction and retention, connecting the offer with their motivations.
Hapi gave that proposition a memorable hook: a happier, more engaged workforce. Communication, discounts and services gave it practical form through an accessible platform.
The sales conversation could now begin with the employer’s priorities, with salary sacrifice and individual products supporting the proposition.
Carrying the proposition into delivery
We worked to align leadership and teams around the proposition before developing the campaign. Shared understanding of the audience and its motivations gave people a clear direction to support and carry into their conversations.
That alignment gave the creative idea a clear purpose. We translated it into a strong visual identity and campaign materials, connecting positioning with a consistent visual and verbal approach across the brand’s communications.
The original project archive includes brochure layouts, promotional applications, digital artwork and an event concept. These show how the direction could be carried across different encounters with the brand.
The proposition made visible
The value, in the client’s words
David Walker credits the focus on staff attraction and retention as a powerful differentiator, giving communications a clearer structure and story. He also reports stronger two-way engagement on social media.
The commercial aim was greater employer engagement and platform adoption, creating a route to uptake of Personal Group’s products and services.
In our client’s words
“Brilliantly gritty in your approach. Constructive challenge to help us see what we have and what we don’t have, to make our product more relevant and easier to communicate and influence our target. The proposition focus on outcomes and benefits of staff attraction and retention have proved to be a powerful differentiator giving us a structure and story to our communications. It’s brilliantly engaging on social media too, creating a more profound and broader two-way conversation.”
COO, Personal Group