Axiell
Axiell are one of the world’s leading Library Management Services providers, offering a host of software solutions to libraries, museums and other archives to manage their collections.
The Brief
We were asked to consult on Axiell UK’s marketing strategy, leading a discovery, research and planning process. Herdl worked alongside Axiell’s UK and Swedish teams to formulate and execute a brand repositioning strategy to reaffirm Axiell as innovators in the UK LMS industry.
We produced core elements including market research, branding, visual identity guidelines and competitor analysis reports as well as creating and presenting the full marketing strategy to key stakeholders.
Research & Planning
Discovery
Our approach centred around a discovery phase, including a marketing audit. In order to plan an effective way forward, we needed to understand Axiell’s history, current activities, business mission and marketing planning. We conducted staff interviews with stakeholders and key team members to understand the needs of the business and wider aims. We then conducted a systematic examination of the business’s marketing environment, objectives, relevant strategies and current activities – a deep dive exercise investigating internal and external marketing factors. In doing so, we successfully identified key strategic issues, problem areas and opportunities.
Design & Marketing
Delivery
Following the approval of a new marketing strategy, where we received buy-in from stakeholders across the group, we have worked with Axiell to launch multiple campaigns. As part of our ongoing delivery, we’ve worked closely with teams across the Axiell group on new product launches, microsites, events, email marketing, paid ads, SEO and branding.
Speak to Us
If you’re interested in finding out more about this project or any of our other success stories, please get in touch. We’re always happy to discuss projects in further detail and learn about new challenges.