Case Study: Evolution Personal & Corporate Development
Evolution provides business training, coaching and consultancy to give individuals and teams the vision and tools to define and deliver their strategic goals. Now in their twentieth year of business, they turned to Minchin & Grimshaw to help redefine their service offering in order to help them win business in new and emerging market segments.
Funded in part by the Growth Accelerator scheme, administered and delivered in Cornwall by Oxford Innovation, Evolution was able to benefit from an expert coach to help them achieve their business growth targets.
A Changing World
No matter what sector of the economy a business operates in, a large part of its growth and success will come down to how well interactions between people are managed.
For people and teams to be coached and trained in these areas is not uncommon, however this support is more often given to some aspects of a business than others.
As the business landscape has changed, there was both an opportunity and a need to extend this support to new areas of businesses strategic development.
Seeing the Change
Evolution’s Managing Director, Martin Crump, approached Minchin & Grimshaw to provide an honest appraisal of the business, identifying where the company could improve and grow, and how the business could reposition itself within the marketplace to attract new and lucrative contracts, not just locally but on a European and global stage.
Taking on board the company’s proud history of coaching, training and advising high-achieving individuals, teams and companies, Minchin & Grimshaw provided the company with an in-depth and challenging appraisal of the organisation’s strengths and weaknesses.
The company, like the market it operates in, had seen a lot of change over the decades. They had moved away from training large groups of individuals, drawn from a range of different businesses, to serving a smaller number of high-value corporate contracts. They had gone from delivering broad stroke, communication and project planning skills, to more specialized and industry specific skills development.
Working in partnership with Evolution, Minchin & Grimshaw were able to establish a dynamic and forward looking strategy that would focus the company’s resources effectively on the areas of business that would help the company secure the next 20 years of business.
Emerging out of the renewed strategy was a focus on the procurement industry.
The procurement industry has not traditionally benefited from the same levels of training and skills development as those working across the table from them in sales. However, in training procurement personnel across a range of organisations, Evolution had shown that those interventions often delivered a stronger, more lasting impact on their organisation’s success.
Working with Martin, Minchin & Grimshaw helped Evolution to define its core services and reposition the brand – at the same time identifying key marketing messages, media channels and tactics to deliver company growth over the coming months and years.
A new narrative for the company was developed, with focus centering around three principle areas of business; Interaction Engineering, Procurement Dynamics and Navigator.
To reflect these changes, the company was given a new, refreshed look, which evolved the existing brand identity, developed by Aawen Design. This was both more appropriate and cost effective then conducting a full re-branding process.
Working in collaboration with the Evolution team, and local developer’s UKNetWeb, a new website was mapped out, written and developed – going live in February 2016.
Seeing the Result
Already the business is benefiting from its renewed focus and plan of activity, in the first month of 2016 the company has been invited to pitch for work totaling many tens of thousands of pounds, for organisations large and small, both in the UK and abroad.
Evolution are now moving forward with the communications plan, with a number of exciting campaigns planned for the coming 12 to 18 months.
“After twenty years in business we decided it was time to refresh our offering and our approach to marketing.We decided to work with Minchin and Grimshaw because we had heard great things about them and we already had a connection with Aren, who we knew was an expert in his field.”
“We have been really impressed with their work and the way it has already, less than two weeks into the new strategy, proved to be successful. Traffic on our new website (developed by UKNetWeb with Simon Minchin as project leader) has doubled without us starting to drive any traffic to the site and engagements on Linkedin, Facebook and Twitter have increased. We already have enquiries and proposals which, if they all come to fruition (half of them have already) will equate to 80% of our turnover last year – in 2 weeks.”
“I‘m looking forward to continuing to work with Minchin and Grimshaw – their ability to help convert business goals into marketing strategy is superb and their skills with copywriting and campaign design have proved to be excellent.”
Martin Crump, Managing Director, Evolution Personal & Corporate Development