Expert recruitment company, DRAX had developed the drxDATA platform for internal use and as a value adding service for clients. But after recognising a commercial opportunity in taking the product to market as a standalone offering, the company enlisted the help of Champions. The brief entailed creating a refreshed brand identity and Brand Value Proposition for drxDATA as its own entity. There was also the requirement of a brand audit, which would outline the relationship between the platform and DRAX. Once the offering had been established through these activities, further services included the creation of a moodboard, sales collateral, website design and a UX review and redesign of drxDATA output reports.
The process began by forming a solid understanding of the unique proposition of drxDATA. From here, we interviewed stakeholders from DRAX and drxDATA in order to create an unbiased strategic approach that had not been previously agreed on internally. We recommended that the platform should be decoupled from the parent brand, as this would provide the company with optimal commercial value. By distancing the two, any misconceptions of the drxDATA platform being just a headhunting tool could be removed, and instead, its full potential for superior intelligence on the leadership team within a potential asset can be realised among its target audience of private equity. Although, we ensured the proposition would mean DRAX retain exclusive use of the platform for headhunting within private equity, while new users benefit from its talent search functionality and Leadership Intelligence and Evaluation tools through its PACE model, giving investors, CEOs and business owners valuable insight into the dynamics of a Senior Leadership Team.
Not only did Champions’ proposed strategy help create a proposition for drxDATA with the private equity audience in mind, but it also provided recommendations on how to engage senior professionals to complete a PACE evaluation, in order to encourage a continuous flow of data into the database, which then benefits the DRAX talent search. We also identified a way of communicating the USPs of drxDATA for private equity, whilst offering a full service to those then looking for talent off the back of the intelligence they received through DRAX, creating a full circle, value optimising model for the business.