CASE STUDY: 'Outsourcery Branding' by Figtree for Outsourcery
About the client company
Genesis Communications Limited (now Outsourcery) was a mobile voice and data provider previously owned by DSG International. In March 2007, Piers Linney and Simon Newton led a management buyout of the business and the company underwent a dramatic transformation to become the UK's market leader in integrated hosted IT and unified communications solutions for SMEs. Outsourcery is able to offer SMEs complete IT and communications solutions hosted in its data centres removing the need for customers to invest in software or hardware or its maintenance.
Outsourcery won the 'SME Hosted Communications Solution of the Year' at the 2009 Comms National Awards. Outsourcery's rapid development was endorsed by Microsoft when they named Outsourcery their 'Worldwide Hosting Solutions Partner of the Year 2010.' Meaning Outsourcery is No. 1 in the world for Microsoft hosting innovation and development, recognition that owes an enormous amount brand awareness campaigns and PR. See: www.outsourcery.co.uk/about/history
Strategy - broader issues the company is facing
Genesis Communications had a poor reputation in the marketplace as a 'fly-by-night' business mobile provider with many unhappy customers. The management buyout and subsequent acquisitions created multiple challenges including brand persona, ethos and internal cultures. The businesses needed to be brought together under a single brand that reflected the company vision to become number one in the UK for hosting and communications.