ICit Business Intelligence

Icit logo

Reinventing a brand and revealing unique value

Company overview

Founded in 1999, ICit Business Intelligence is a specialised consultancy and market leader in financial and operational planning. They help their clients adopt modern practices and cloud-based planning, forecasting and analysis solutions, transforming their processes to achieve clarity and control.

Challenge

After more than two decades of success in the business intelligence space, ICit needed new identity and digital presence that would focus not just on their partners’ financial and operational planning solutions but also showcase ICit’s own unique value to prospective customers 

It was crucial to strike this balance perfectly, foregrounding the company’s unique selling points as well as expressing the benefits of each software platform. And it was also vital that any new content would connect with ICit’s accounting audience in a compelling and credible way. It needed to resonate with the specific needs and goals of their roles and businesses.

ICit website screen grabs on mobile device

Solution

Fifty Five and Five conducted a deep discovery phase to identify the core of ICit’s brand and value proposition, as well as the messages and design decisions that would connect most effectively with prospective customers.  

Via research and consultation with ICit, we pinpointed the key benefits and positioning of the two main business intelligence technologies they provide, as well as ICit’s solutions expertise, qualifications, awards and differentiating factors.  

We used all these learnings to create their new branding and website, as well as promotional social media and video assets. All with fresh, up-to-date visual style and copy that would portray ICit as the modern market-leader it is.  

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ICit brand collage of images

The outcome

Now ICit have a new website and vibrant brand brought to life by Fifty Five and Five across ICit’s digital channelsWith this new digital presence, they and their message stand out clearly and powerfully in the crowded business intelligence market.  

ICit’s digital marketing now focusses on their unique expertise and experience in delivering financial planning and analysis solutions and consultancy  rather than just the technology they provideWe gave them a new voice and built an effective platform for future marketing plans – one they can be confident will serve them well long into the future.  

Mark Bodger

Fifty Five and Five got to the heart of what we do, who our customers are and what really speaks to them. They brought all that to life in a new website and branding that present us in the way we want to be seen.

Mark Bodger
Business Development Director, ICit

ICit Business Intelligence homepage

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Fitts

Fitts logo

Brand development and website design to support a growing company

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Company overview

FITTS delivers the full range of Microsoft Cloud Services, including professional services, managed services and their own range of applications.

The company has offices in London, UK and Nairobi, Kenya, one of the most important technology hubs in Africa. FITTS is a Microsoft Gold Partner and Ingram Micro Cloud Partner Award Winner.

Challenge

With FITTS’ rapid growth and establishing their new office in Kenya, they needed to retire their existing website and launch a new online presence that truly reflected their technology services, expertise and progression as a business. The website should develop their branding and would be key to generating sales leads in future digital marketing activities.

FITTS knew the importance of choosing an agency that understands their business and the technology landscape as well as having strong digital marketing capabilities. Fifty Five and Five was the perfect fit for their project.

Solution

First we conducted in-depth interviews with FITTS’ leadership team and performed analysis of their services and research into their target customers. Next, we worked with the company to formulate messaging that would resonate with this audience and instil a full sense of what makes FITTS different from the competition. Together, we ensured that the ‘FITTS difference’ came across in all website content and design choices and evolved their branding to fit the image they want to portray today.

Working closely with the Managing Director and the Head of Marketing, we developed four new ‘pillars’ of FITTS’ commitment to customers: T.I.M.E. This acronym stands for transforming customer experience, improving operational efficiency, maximising ROI and enabling success. FITTS takes the time to understand the customer’s business and gives them T.I.M.E. in return.

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Fitts website screen grab in macbook

The outcome

Since the launch, FITTS has seen a highly impressive 197% increase in the number of new sessions on the website, compared to the same period in the previous year. And as a testament to the improved website content, the average session duration has more than doubled, from 1 minute and 13 seconds to 2 minutes 33.

Today, FITTS can be confident that their online presence is a true reflection of their vision, mission, and the unique value they offer customers. Their new website is a powerful marketing tool that they can use to generate sales leads and engage their existing customer base, now and in the future as they continue to grow and diversify.

James Haworth

Fifty Five and Five provided not only the creative edge we were looking for, but also the insight and expertise into our industry. As a result we are really happy with our new website, delivered to extremely tight deadlines.

James Haworth
Managing Director and Co-Founder at FITTS

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Softchoice

Logo Softchoice

Value proposition and user experience work for the Softchoice website

Screen grab brand document in iPad

Company overview

Softchoice is one of the largest IT solution and managed service providers in North America. Thousands of organizations rely on the insight and expertise that Softchoice provides in ensuring their adoption of new technology is smooth and successful while also managing cost and risk.

Challenge

Softchoice transformed their business function focus from reselling IT products, business solutions and hardware to providing managed services, with a renewed emphasis on empowering their clients. They needed to update their website to reflect this new proposition. We were tasked with bringing Softchoice’s brand to life on their website with updated imagery, design and iconography. Improving the user experience and making their site more accessible were also major priorities. Softchoice had plenty of web traffic, but believed users were struggling to find what they needed. They needed to ensure resources were easier to find and that the user journey was clearer.

Solution

Our design team worked with Softchoice to assess the current site structure and functionality and explore design options. The focus here was on the user interface and experience, with the key journeys from first page to CTA planned out for a range of user types we identified. Next, we created a series of concepts that were user tested with a sample of customers before being launched publicly on the site. We also provided style guides for ongoing implementation by the inhouse technical team following the launch, so they could pick up their newly evolved branding and use it in future without needing assistance.

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Web components style guide mockup

The outcome

Since deploying the newly designed pages, Softchoice have seen their site receive 21% more organic unique pageviews. What’s more, the average time on site has risen by over 2.5 minutes for the research page and educational assets. This means that more users are accessing valuable elements of their digital marketing strategy. The new website design reflects Softchoice’s user-centric positioning and provides a smooth user experience – meaning visitors to the site can easily find the resources they need.

Julija Noskova

Fifty Five and Five instantly knew what the issues on the site were and how to fix them. We’ve seen higher levels of traffic and engagement already on the site and the new pages look great too!

Julja Noskova
VP Marketing at Softchoice

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Liquid Telecom

Liquid telecom logo

Strategy and digital transformation to support go to market activities

Mackbook with website homepage

Company overview

As Africa’s largest telecom provider, Liquid Telecom are already a main player in the technology market. Their network spans the entire continent and has played a vital role in encouraging and supporting the technological and economic development of countries right across the African continent.

Challenge

Liquid Telecom owns and operates Africa’s largest independent fibre network, having played a vital role in the continent’s digital transformation so far. As technology began to move on, however, so did the company – and they began to set their sights towards the cloud. With cloud services growing in popularity across Africa Liquid Telecom wanted to expand and modernise their business model, tap into a new market and grow an entirely new customer base. But as far as marketing cloud services was concerned, the company were starting from a blank slate. What they needed was a partner who could guide them through their journey to become a leading cloud services provider (CSP) in a developing market. To achieve this, they needed a marketing partner with an intimate knowledge of cloud technology and the wider Microsoft ecosystem. Fifty Five and Five quickly emerged as the best partner for the job.

screen grabs of website sections and blog article in smartphone mockup

Solution

When Liquid Telecom approached us, we knew we had what was needed to make this project a success. Having worked intimately with the Microsoft Partner community for several years, we had exactly the knowledge base and expertise that was required to guide them through their transformation. Our first job was to host a series of in-depth workshops, during which we could become experts on all things Liquid Telecom. We worked closely with their team, including group and regional stakeholders, to learn everything there was to know about the company, their processes and their objectives. With these insights, we created The Liquid Telecom Cloud Marketing Manifesto. This wide-reaching document laid out a detailed cloud marketing roadmap to guide them through the process of developing a new marketing channel. It achieved this by detailing the marketing activities that would help them achieve their goals and the messages that would be effective in helping reach these new audiences.

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liquid telecom cloud marketing manifesto document mockup

The outcome

With this new document, we ensured that sales and marketing teams right around the world could be unified by the same messages and tactics. But more importantly than that, we laid the groundwork to open up an entirely new market for Liquid Telecom. With the framework established, Liquid Telecom were eager to get started – and we were there to help get the ball rolling.

We then planned and executed an initial campaign following the recommendations in the document, encouraging business users to upgrade to Office 365. Including an eBook, case studies, blogs and a paid media campaign, this work put the recommendations from the Marketing Manifesto into action on a focused pilot campaign.

We gained a fantastic number of leads on this project and laid the basis for a thorough and comprehensive transformation of their marketing approach. Over the course of the 2019-2020, Liquid Telecom achieved a growth rate of 17.5%, which was partly supported by this expansion into the cloud space. Indeed Microsoft CSP revenue increased 300%. Today, Microsoft cloud technology is a key part of Liquid Telecom’s portfolio, and the company is playing a vital role in accelerating Africa’s next wave of digital transformation.

Fifty Five and Five played a pivotal role in helping us transition into one of Africa’s leading providers of Microsoft cloud technology.”

David Behr
Chief Digital Officer at Liquid Telecom

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