we exist

to make our
clients more
successful.
Communication comes in many guises. At Precedent, we have over 18 years of
experience specialising in research, strategy, design, usability and technology.
Whatever the project, we investigate, discover and uncover as much as we can
about your organisation, and the people you’re trying to reach. Then we work to find
the best ways to express your organisation more clearly, powerfully and personally.

We can help you with everything from strategy through to delivery, depending on what
you need. But we never follow a brief blindly. Whatever the job at hand, however major
or minor, we always start with strategic thinking. And if we think a different medium,
message or approach will work better, we’ll talk to you about it.

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 strategy
reports & reviews
digital marketing
websites
hosting & isp

strategy
branding
print design

What we do Case study “We have been very impressed with

Strategy begins with listening. By Precedent’s ability to understand
We worked with the Department for
getting to know the people inside your our business and our goals and help
Culture, Media and Sport to develop
organisation and those you need to talk to translate those into a website.
a strategy that spanned all its digital
in your target market, communication with staff, partners, central Throughout the process Precedent have
we can help your organisation succeed. government and the public. always been there offering invaluable
We help our clients lay the foundations for advice and guidance based on their
We recommended the creation of a
successful – and measurable – broad experiences. Their commitment
layered portal that provided all the
online communications, to define robust to quality and the speed at which they
information a user needed, personalised
and findable information architectures implemented our project have also
by audience type. Informed by workshops
and provide expert independent advice impressed us.”
interviews with staff and partners and
on technology strategy. Whatever the an in-depth usability review, our strategy Paul Clark, Head of IT, People 1st
task, we work with you to define not was supported with detailed information
just the strategy, but how you’ll deliver architectures, content planning and site
it. From editorial planning to technical concepts. We provided practical steps to
infrastructure, we support you with implementation as well as assessing the
practical, realistic plans. benefits for the Department and defining
meaningful measures of success.
Our approach, including focus groups,
workshops, competitor research,
interviews and audience profiling, is
tailored to meet your specific needs
and put the user experience right at
the centre.

Who we’ve done it for

• D epartment for Culture,

Media and Sport
• Insight Investment
• International Paint
• MWB Business Exchange
• Oxford Brookes
• People 1st
• University of Cambridge

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 strategy

reports
reports & reviews
digital marketing
websites
hosting & isp
branding

& reviews
print design

What we do As a result, we developed a review Case study

and audit process that can be tailored We have been working
Where do you sit in your competitive
to answer the questions that you with Yell Group since 2004 when they
landscape? How well does your
need answered, as well as providing first featured in our FTSE 100 report.
website reflect your brand and values,
strategically aligned recommendations Yell comes to us regularly for
support your proposition to your target
that support your website objectives. independent assessments of their
audiences and differentiate you as an
organisation? And critically, does it website and their plans for it.
work? Who we’ve done it for
This work ranges from whole site
These are just some of the questions • D epartment for International reviews looking at accessibility, usability,
that need to be answered ahead of the Development brand effectiveness and competitive
development of any new website, or • Department for Work & Pensions positioning, to providing advice on,
online communications strategy. and refinements to, concept designs
• Insight Investment
and re-structuring proposals.
We have been publishing benchmark • Learndirect
reports on industry sectors for years, • Lloyds of London Our work has facilitated the continual
most famously into the FTSE 100 • Standard Chartered Bank refinement of the Yell Group website,
companies’ corporate websites and key • The Welsh Assembly Government and provided the business case for a
government websites. • The Work Foundation number of online projects.
• Yell Group “Precedent help us tick all the right
boxes by providing the most useful
reports and recommendations which
support benchmark best practice for
corporate websites. It’s more than a
sanity check, they really do add value
with innovative suggestions.”

Ian Moulsley – Senior Online

Communications Manager, Yell

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 strategy
reports & reviews

digital
digital marketing
websites
hosting & isp
branding

marketing
print design

What we do Who we’ve done it for The process involved briefing meetings
We help you engage with your target with key stakeholders and senior
We work on large and small campaigns
audience in a measurable way. Whether management within the university and
– and we do it for companies and
this is increasing customers, brand the work was done in parallel with the
organisations of all sizes operating in a
awareness, profit margins or simply brand development project undertaken
wide variety of sectors. Here’s a list of
increasing the effectiveness of your by our brand team.
some recent clients.
existing digital campaigns. “The work Precedent undertook on
• Age Concern England our digital marketing exceeded all
Our digital marketing offering
• British Heart Foundation expectations, and the service provided
provides strategic advice across a
range of activities from traditional • Bluewater was more than value for money. Not
digital marketing such as Search • Business Link East only are Precedent an open and human
Engine Optimisation (SEO) & Pay- • The Work Foundation agency, but they are realistic with a
Per-Click (PPC), through to e-mail strong ability to show good ROI and
• University of Hertfordshire
communications & web analytics technical knowledge. Their integration of
• University of Southampton communications is excellent, especially
through to more modern Social
Media Marketing (SMM) such as their different approach to looking and
Case study thinking about things. We would be
blogging, social networking and social
bookmarking. happy to recommend Precedent without
University of Southampton, one of the
hesitation.”
top ten research universities in the UK,
The strategic consultancy process is asked us to collaborate with them to University of Southampton
driven by identifying objectives and ROI create and align their digital marketing
at each point in your campaign, and decision making process with their
measuring success against these using new brand architecture framework we
detailed analytics explained simply. were delivering.
Whatever stage you’re at, we can The result was a concise framework
help. Whether you are new to digital which outlined digital marketing activities,
marketing or already have a strategy technology and communications channels
but need help with implementation, within the context of the brand’s different
we will deliver. facets.

.precedent.co.uk/
http://digitalmarketing

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 strategy
reports & reviews
digital marketing
websites
hosting & isp

websites
branding
print design

What we do Our redesign put the emphasis firmly

on high-quality imagery that showcases
Great websites are about much more
the beauty of Newmarket and its history,
than just pretty pictures. It’s the
from the time of Charles II to the present
combination of creativity, usability
day. Supported by a flexible information
and purpose that creates a great
architecture, we gave Newmarket
user experience. We blend consultancy,
the flexibility to respond to the racing
design and development – from initial
seasons and to its marketing strategy,
strategy and planning through design
promoting contextual events and
and editorial planning to content
sponsorships throughout the site.
management and website hosting.

We’re strategy-led. That means we Who we’ve done it for

focus on delivering tangible return on
We work with clients on everything
investment for you, and are passionate
from micro-sites to large scale portals,
about creativity and user experience.
intranets and extranets. Our clients are
We’re technology agnostic. With organisations of all sizes, from a variety
experience in leading open source, of sectors including public sector, not
bespoke and enterprise content for profit, education, health, commercial
management systems, we can find and professional services. Some recent
the right tool for you (and your budget) clients include:
and deliver it. • Age Concern England
We know a website launch is a beginning • Am Baile
rather than an end. We work with clients • Ask: What if?
for the long term, delivering great • Bluewater
content and ongoing strategic support. • Cabinet Office
• City & Guilds
Case study • Crimestoppers
• Department for Culture,
Newmarket Racecourse offers the best
Media & Sport
flat racing in the world and with its
• HSBC Investments
history and tradition it
can lay claim to be ‘the home of racing’. • Leonard Cheshire Disability
However, Newmarket’s old website • London Stock Exchange
didn’t do justice to this positioning or to • Oxford Brookes
promote the many events and facilities • RSPCA
on offer.

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 strategy

hosting
reports & reviews
digital marketing
websites
hosting & isp
branding

& ISP
print design

What we do The servers are a mixture of Windows “We have worked with Pinnacle Internet
2003 and SQL Server and Linux for around 8 years now. They host our
Precedent provide hosting solutions
with MySQL and PHP. They allow own site and we have recommended
through a wholly owned subsidiary,
Smartscreen to deploy website, them to a number of our clients.
Pinnacle Internet. Pinnacle was formed
user management, advertising and
in 1994, making it one of the first Everything seems to run smoothly with
profiling systems within the existing
business ISP’s in the country. Pinnacle and on the rare occasions when
infrastructure. The system is
We supply a wide range of hosting they encounter a technical problem,
specifically designed to have multiple
services across 5 different locations things get sorted very quickly. We
points of failure at every network and
dealing with everything from small especially appreciate the technical back-
application level.
shared hosting websites, to full load up Pinnacle provide and we
balanced, distributed systems. dare say this may not be the case
Who we’ve done it for
with other providers.”
With our ISP credentials, we have
the skills to support the entire hosting • City and Guilds
Andrew Harvey – Director, Harvey
infrastructure of a project. We always • Control Risks Group Marketing Communications
have a single point of contact for the • Crimestoppers
customer managing the DNS, E-mail, • Dekabank
website hosting, domain renewal • FARM-Africa
and connectivity to fit the customer
• Kingsley Napley
requirements.
• Leonard Cheshire
With our years of experience, we bring • Mazars
a wealth of knowledge which can help • Metronet
create your bespoke solutions on both • Newmarket Racecourse
Windows and Linux platforms.
• Sustrans

Case study
Precedent have worked closely with
City and Guilds on their successful
Smartscreen project. The site has
grown to span 6 servers over multiple
locations and uses database replication
and failover technologies to ensure an
excellent level of service.

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 strategy
reports & reviews
digital marketing
websites
hosting & isp
branding

branding
print design

What we do Case study In the year after launch, Middlesex saw a

6% increase in applications, and
For us, branding is all about Middlesex University are facing the
had their prospectuses nominated as
communication – communicating challenge of marketing themselves in a
finalists in the prestigious HEIST awards.
that special something that makes sector where universities appear to be
you unique. And if that sounds rather increasingly similar. “Middlesex has a vision of where it wants
theoretical, we know what you mean! to be – and unlike many of its rivals, a
There has been a huge amount written We designed the distinctive ‘signature’
communications strategy that links back
about branding, and we’ve all grown logo. We implemented the identity. We
to this goal.”
tired of spin and style over substance. facilitated internal communications
workshops for staff. Alicia Clegg, Financial Times
However, there is no doubt that 31 July 2003
successful organisations do have In 2005 Education Marketing magazine
something that sets them apart from their identified only seven distinctive HE
competitors, something that gives them brands – Middlesex was one of them.
an edge. So, we begin by helping our Our principal consultant was awarded
clients to find the essence of their brand. an honorary doctorate for his role in their
Initially, we do this by using workshops, brand positioning.
in-depth interviews and research.
The intention is to bring their hidden
knowledge to the surface. Then we help
them to communicate their offer, through
digital and printed communications that
clearly express their brand.

Who we’ve done it for

•  sk: What if?

A
• Charterhouse Bank
• Hampshire County Council
• Imperial College Healthcare NHS Trust
• Mazars
• Middlesex University
• New Campus Basildon
• RNID
• University of Southampton
• West Herts College

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 strategy

print
reports & reviews
digital marketing
websites
hosting & isp
branding

design
print design

What we do Case study “Precedent came in to discuss a design

Every piece of printed communication We worked with Mazars, who specialise format for our competency framework
is just that. It exists to communicate. in audit, tax, and advisory services to pack, and from day one I have been
Of course it should look aesthetically improve their internal communications. bowled over by their professionalism;
pleasing, but it should also be their creativity; the way they build
functional. It must express your brand, We created a series of books which working relationships. I do not believe
speak to the reader on different levels are designed to communicate their we would have ended up with a product
and inspire an action. values, personality and approach to of this high calibre anywhere else.”
staff throughout the UK. The Book of
That’s why we begin by understanding Who, Book of What and Book of Where Nicky Bain, Kingsley Napley
the purpose of the piece, who it needs use beautifully crafted typography and
to communicate with and what it needs engaging illustrations to sum up what
to do as a result. Only then do we think everyone at Mazars should be saying to
about format and design. one another and to their clients.

When we’re asked to work within The slim format and tactile uncoated
existing brand guidelines we always paper stock make them very readable
push them to the limit to create printed and they have been a huge success
communications that are creative, around the firm, with the concept being
targeted and appropriate for the extended to graduate recruitment
particular audience. Critically, because materials and beyond.
we design cross-media, our approach to
design ensures all your communications
are joined up, whether in print or online.

Who we’ve done it for

• CABE (Commission for Architecture

and the Built Environment)
• CARE International UK
• Kingsley Napley
• Mazars
• Middlesex University
• National School of Government
• University of Southampton
• West Herts College

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 some of our clients

clients
Commercial & Professional services Education Public sector

• Bluewater • City & Guilds • A cademy for Sustainable

• Condé Naste Johansens • Heriot-Watt University Communities
• HSBC Investments • Middlesex University • Cabinet Office
• Oxford Brookes University
• Hill and Knowlton • City of London Police
• Robert Gordon University
• International Paint • Department for Culture,
• The Qualifications and
• Jobsite Media and Sport
Curriculum Authority
• Liberty • University of Cambridge • Department for International
• Lloyds of London • University of Hertfordshire Development
• London Stock Exchange • University of Hull • Derbyshire County Council
• Mazars • University of London • Equality and Human Rights
• Newmarket Racecourse • University of Reading Commission
• Yell • University of Sheffield • Essex County Council
• University of Southampton
• Government Communication Group
• West Herts College
• HM Treasury
Health
• Improvement and
• Association of Optometrists Not for profit Development Agency
• Human Fertilisation • Intellectual Property Office
& Embryology Authority • Age Concern England
• Islington City Council
• Homerton University Hospital • Am Baile
• London Borough of Camden
NHS Trust • British Heart Foundation
• London Borough of Hillingdon
• Imperial College Healthcare NHS Trust • Crimestoppers
• London Borough of Waltham Forest
• Institution of Occupational • Museum of London
• National Assessment Agency
Safety & Health • Leonard Cheshire Disability
• National School of Government
• London Ambulance Service • Media Trust
• People 1st
• NHS London • Notting Hill Housing Group
• Priory Group • Royal Borough of Kensington
• RNID
• Royal Brompton & Harefield and Chelsea
• RSPCA
NHS Trust • Welsh Assembly Government
• Royal College of Midwives • Soil Association
• Westminster City Council
• The Information Centre • The Work Foundation
• World Federation of Exchanges

We hold regular seminars on a variety of different topics which often challenge, but always educate our audiences.
To come along please visit www.precedent.co.uk/seminars

Precedent t 020 7426 8900 (London) t 029 2043 5450 (Cardiff) t 013 1301 5075 (Edinburgh)

t 013 1301 5075 | f 013 1301 5001 | w precedent.co.uk | e [email protected]