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.

“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.

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.

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.”
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.

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.

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.

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.