case study: Red Gem designed a content marketing strategy for Allegory Communications

Emma Thwaites launched Thwaites Communications in 2012. By 2019 the firm had grown into a fully staffed agency, and Emma made the decision to relaunch as Allegory Communications, in order to better reflect the organisation’s evolved identity.

Allegory wanted their brand relaunch to be the start of a robust content marketing campaign that would generate increased traffic to the website, greater engagement with content and more business leads.

An allegory is a storytelling device and Allegory, as a communications firm, specialises in telling brand stories. WIth a breadth of specialist skills, Allegory is able to build bespoke packages for all manner of clients with complex stories to tell. With this in mind, Emel developed an inbound marketing strategy based around the 5 key steps to creating and establishing a strong identity and brand.

S: Setting the scene
T: Establishing Trust in your business
O: Getting prospects Over the line
R: Rising above the rest
Y: Your success – celebrating it, building on it.

These five themes would shape and characterise Allegory’s content marketing, enabling prospects to self-identify with their own story-telling journey. Visual cues, such as a colour scheme for each of the five themes, which would run through all content including the website and proposal document, gave the sales team a simple and clear device with which to communicate the various facets of their bespoke services.