ATS Training Systems Kickstarts Marketing with Taurus

by on September 1, 2011

Why ATS chose to outsource their marketing

When Frank Woods and Brian Beattie acquired ownership of ATS Training Systems in 2001, they set out to give the 25 year old sales training company a dynamic new direction. As senior business professionals with extensive experience in managing large organisations, they identified the potential to promote ATS courses to new clients. They enlisted Taurus to kickStart their marketing.

“The Taurus team know what questions to ask and their knowledge and guidance makes each decision easy, saving us time and money.”

Frank Woods, Managing Director, ATS Training Systems

“We fully understand the importance of marketing”, comments Frank, “but we don’t have the time and specific skills to do all the legwork. We need a marketing department without investing in one, and that’s exactly what we get with Taurus. It enables us to stay wholly focused on managing and growing our business”, adds Frank.

The new corporate look was interpreted across ATS’ entire stationary suite including business cards and letterheads and formed the first step in communicating a more upbeat corporate personality to clients.

Reviewing the ATS brand was the starting point

A brand audit reviewed the existing ATS collateral which, it was agreed, looked tired. ATS is a well established company with a number of long term high profile clients so it was important to propel the brand forward and strengthen it, without compromising it’s original identity.

“We get an excellent combination of creative and copy writing skills plus introductions to good suppliers. I feel very comfortable to recommend Taurus as an outsourced marketing department.”

Frank Woods, Managing Director, ATS Training Systems

Frank explains, “The Taurus team proposed we update the ATS image. From taking the brief to presenting us with a choice of design concepts, all of them good, Taurus managed the entire process for us. We were more than happy with the

end result.”

Taurus are very strong on case studies

Frank explains, “In our business, it helps to have a third party endorsement of what we do. Taurus introduced us to their testimonial and case study process and we now have a suite of positive case studies that provide us with a powerful edge.”

Taurus interviewed ATS’ customers, many of them senior managers, and developed a series of testimonials and case studies for use on the website, on collateral and in sales proposals. Because they managed the process and obtained all the necessary approvals, the end result is highly professional.

ATS have chosen to compile the testimonials into a brochure packed with client quotes supporting each of ATS’ core messages. The brochure is now an impressive tool in the ATS sales kit.

“Taurus are professional and easy to work with. They make us feel we are important to them. They understand us and give us the attention we need.”

Frank Woods, Managing Director, ATS Training Systems

Establishing an online identity

Frank continues, “We knew we needed a website but had little idea of what we wanted or how to go about it. Enlisting Taurus to project manage the development of our site took the hassle out of the process and meant we got a professional result, quickly and painlessly.”

Taurus is responsible for writing, designing and updating our website

Frank explains, “Taurus managed the entire process seamlessly. Creatively, they gave us plenty of ideas of what could be done. They presented us with competitive quotes, briefed the designer and

organised the photography. The quality of their copy writing meant our brain dumps were quickly transformed into polished content that works.

“We need a marketing department without investing in one, and that’s exactly what we get with Taurus.”

Frank Woods, Managing Director, ATS Training Systems

The website designer understood our objectives, was enthusiastic, full of ideas and delivered on what he promised. Thanks to Taurus’ expert project management and creative skills, our website went live quickly without a single hitch.”

Taurus came up with innovative sales collateral

ATS use ‘postcard style’ cards during their sales training courses and Taurus came up with the idea of mirroring this by developing a series of corporate cards, instead of the traditional corporate brochure. Each card carries a key message about the ATS approach and why it works. Because it’s so different from the standard brochure, it makes an impact and is remembered by clients.

“The customer quotes and case studies Taurus developed for us are our primary pre-sales material – everyone at ATS uses them.”

Frank Woods, Managing Director, ATS Training Systems

What Taurus does for ATS Training Systems:

• Brand review • Marketing audit • Brand update • Corporate stationary suite • Corporate sales collateral • Case Studies • Copy-writing & editing • Sales promotion items • Testimonials • Questionnaires • Website


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