Overview
Team Wheel, an HR consultancy led by Andrew Simpson, sought direction and structure for their marketing efforts. With no clear marketing strategy or execution plan in place, Andy turned to me in 2022 to help define and implement a comprehensive marketing approach.
Since then, I’ve worked closely with Team Wheel on everything from rebranding and website redevelopment to building tactical marketing plans, generating leads through automated campaigns, and supporting key industry events.
Andrew Simpson, Principle Consultant, Team Wheel
Working with Rachel has completely transformed our approach to marketing. Before she came on board, we had no real direction, but Rachel quickly defined our strategy, guided us through a rebrand, and helped us prepare to generate consistent leads. Her expertise has been invaluable, especially with her ability to manage everything from whitepapers to event marketing. She’s always been responsive, insightful, and a true partner in our growth.
Challenges
When I first started working with Team Wheel, they lacked a clear marketing strategy, had no defined approach to generating leads, and needed to overhaul their branding and online presence. Additionally, they required support in executing successful event marketing and positioning themselves as thought leaders in the HR consultancy space.
01.
Lack of a clear marketing strategy
Before our collaboration, Team Wheel lacked a structured marketing approach and struggled to define its positioning and content focus.
02.
Lead generation & outreach
Andrew and his team needed help with generating leads and implementing cold outreach strategies to expand their client base.
03.
Event marketing
With industry events such as the HR Technology Conference and smaller internal events on the horizon, Team Wheel required event-specific marketing strategies to ensure strong engagement and attendance.
04.
Rebranding and website rebuild
Team Wheel’s brand lacked cohesion, and their website wasn’t optimised for lead generation or aligned with their new marketing goals.
05.
Content development
Team Wheel needed well-crafted content, including whitepapers, web copy, blogs, and interactive elements, to establish thought leadership and drive engagement.
Solutions & strategic approach
Marketing strategy defined and implemented
I worked with Andy to define Team Wheel’s core marketing strategy, positioning, and content pillars, aligning these with the company’s business goals.
This foundational work provided a clear direction for all subsequent marketing activities.
Implementing thought leadership through content
To establish Team Wheel as an industry thought leader, I collaborated on the production of high-quality whitepapers.
These served as valuable resources for clients and were instrumental in positioning the company as an expert in HR consultancy.
Lead generation through automation
I built out automated email campaigns designed to nurture leads and drive conversions.
This included developing email sequences that aligned with specific client pain points, helping Team Wheel establish string relationships with potential clients.
Event based marketing strategies
For the HR Technology Conference in 2024 and Team Wheel’s own events in 2025, I developed tactical marketing plans to maximise attendance and engagement.
This included creating tailored content for promotion, email campaigns, and post-event follow-ups to ensure lasting impact.
Results
The strategies implemented for Team Wheel resulted in a clear marketing direction, increased lead generation, enhanced thought leadership, a successful rebrand, and high engagement from event marketing efforts.
Clear marketing direction
Enhanced thought leadership
Successful event marketing
By defining Team Wheel’s core marketing strategy and positioning, Andrew and his team now have a clear, focused approach to all their marketing efforts, allowing them to consistently reach and engage their target audience.
The production of whitepapers helped position Team Wheel as a thought leader in the HR consultancy space, boosting credibility and attracting new clients.
The marketing strategies for both the HR Technology Conference and Team Wheel’s internal events led to high levels of engagement and attendance, helping to expand their network and showcase their expertise in HR consultancy.