Your Army is based in London. Founded in 2007 by James Pitt, Your Army is one of the leading music promotions companies in the UK, having worked with acts including Fatboy Slim, Daft Punk, Leftfield, the Chemical Brothers and Ellie Goulding. Your Army is respected throughout the music industry and has its clients’ music heard by people like Mark Ronson.
A very basic web presence was the core problem that was really holding Your Army back from its next phase of growth. In addition, minimal written communications that conveyed Your Army’s professionalism, expertise and the results it delivered. I was asked to help solve these problems and come up with a different strategy for the business.
During the strategy phase, I undertook research into target audiences and reviewed the competitive landscape. This work included refining the purpose of the brand and auditing existing communications. Once I got under the skin of the brand itself and I had immersed myself in the music that Your Army promoted, I was then able to make my recommendations on strategy, positioning, differentiation and the tactics and copywriting that was needed to communicate with target audiences.
I created a different strategy that focused on the sensory concept of ‘We Get Heard’. As this positioning is aligned with the sensory / NLP (auditory) nature of the brand and the music industry, it resonated with artists and affirmed Your Army’s authoritative position in the industry. This positioning strategy also repositioned the competition as not being heard.
Your Army has achieved sustained growth since the launch of the new strategy, with annual turnover increasing by over 400%.
What they say?
‘We are really pleased with the copywriting and think you’ve really got the tone right!
You’ve given us a really nice flow throughout. The sitemap and wireframes have really helped clarify everything.
We love the strategy and ‘we get heard’ works beautifully.”
Ailsa Kerr, Management Assistant