Pebble is a software company specialising in solutions for the UK education sector.
It’s recognised as an industry leader with a pioneering offering, having helped more than 1,000 schools track and manage their finances for over 25 years.
Pebble’s cloud-based school fund software Tali integrates online payments with schools’ and MATs’ finance systems, and its Till cashless catering solution is helping schools overcome some of the challenges posed during the Covid-19 pandemic.
2020 was set to be a year of big changes for Pebble, with the launch of three new software products and a pivot in focus for the business.
Pebble needed to communicate a clear message about its new offering to both existing customers and potential new clients.
The new offering — along with a fresh new visual brand — meant that Pebble was starting its messaging from scratch. This meant everything from a brand new website and a range of marketing collateral, through to digital campaigns to promote its new products.
Our challenge at Prize Content was to ensure consistent, compelling messaging which engaged Pebble’s target audience at all touchpoints.
So what did we do?
Pebble’s goal was to disrupt with its products and messaging, so first we had to understand what was being disrupted.
Through our fact-finding workshops we got a clear understanding of the market Pebble operates in, and how its products solve the challenges for their users.
This allowed us to develop the strategic resources about Pebble’s messaging, brand and audience to create content that gets a result;
The website is the shop front of every modern business. So that’s where we started.
Armed with a comprehensive understanding of Pebble’s audience and products, we created messaging based around the benefits of their use, rather than the features.
This also set the tone for messaging across Pebble’s;
With confident messaging we tackled some of the difficult subjects avoided by Pebble’s competitors, like fighting food poverty in schools and the risks posed by traditional biometric solutions in cashless catering.
We also built up a suite of marketing collateral to support Pebble’s sales team as they took prospects from awareness through to purchase.
Pebble is growing its reach and engagement month-on-month on Twitter and LinkedIn, the platforms where we identified its audience spend time.
It’s been able to build its brand as an industry-disrupting player through content that addresses serious issues while providing meaningful solutions.
With a major new product rollout due to take place in early 2021, Pebble is well positioned to capitalise on the brand authority it has built through its content in 2020.
Lastly, Pebble’s sales team now has the marketing collateral and resources to support their efforts and influence conversions.
We’re looking forward to supporting Pebble into the next phase of its growth through 2021 and beyond.
I would highly recommend Prize to software businesses wanting support with their marketing strategy and content creation.
They helped us identify the opportunities to engage potential customers that we’d missed, then followed that up with content that helped grow our brand and following.
The quality of their work is always fantastic and we’re proud to share it with our audience; they’re great at what they do.
— Gemma Turner, Head of Sales, Pebble
If you want to discover how the Prize Content approach to content marketing can benefit your business, get in touch today.
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