The challenge

To launch the new operation and to establish a fresh position, strategically differentiating the new brand and firm from its competitors, and ultimately widening the service offering.

The new firm implemented the principles of value pricing, moving away from billable hours, throwing away timesheets to allow the organisation to focus on thinking about their customer’s businesses and how to add value to their lives and businesses, individually and collectively as a team. Remuneration would be based solely on delivery of agreed outcomes, not hours charged to the job.

These principles under which the new firm would operate were innovative for the business climate and largely different from those previously employed.  They required careful communication to the brand community, so that both staff and customers would be able to understand the difference between this new business consultancy and other accountancies. 

The solution

BrandCom was enlisted to launch the new business in the marketplace by communicating through a carefully laid advertising and PR campaign the values of the company, and those sought by clients whom were continually looking to the organisation for advice and support outside the realms of traditional accounting.

They aligned their principles with a sporting event by sponsoring the Harrex Group Corporate Pursuit, a cycling pursuit event held for the business community of Southland.  The event focuses on teamwork, where only the collective-team effort will provide the best results.  Each year the Harrex Group Corporate Pursuit is a sell-out success and as the headline sponsor the lead the event into it’s third consecutive year, upon which the profile and success of the event continues to grow.

Not long after the success of the initial brand launch, another office in Invercargill was opened.  The Harrex Group now service all of Southland and retain some of the most qualified accountants in the industry.

Originally 85% of business was compliance work, now 50% of business is project management driven.  The success of the ‘go-to’ Harrex Group brand is that they are go to…When asked what they do, the answer isn’t your yearly accounts, it’s adding value to your business.

Services provided

• Strategic Business Advice
• Brand Analysis
• Brand development
• Full brand collateral
• Website development
• Marketing campaign
• PR campaign
• Ongoing marketing support
• Sponsorship leverage strategy
• Project Management workshop

For more information visit http://www.harrexgroup.co.nz/