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Hospitality Branding & Marketing Strategy

Pilla, a Foursquare Group Brand

"Thirty Three Percent challenged us, asked the right questions and helped us build a brand that was right for our ideal customers."

Liam Jones, Founder at Foursquare



Foursquare Group came to Thirty Three Percent looking for support with launching their Health & Safety and Operations product to a B2B market. As part of the process, the business was looking to:

  • Understand the right product offering

  • Identify their ideal customers

  • Clear sales process – online and offline

  • On boarding process

  • Full brand creation, including tone of voice

  • Ongoing support as marketing consultants

  • Company strategic direction as Non-Exec Directors


Our initial approach was to review the product offering and the customer to identify if the product met the needs of the business. As part of this process, we helped Foursquare refine its ideal customer from a broad approach to targeting a specific niche.

As part of a series of workshops with potential customers, the recommendation was to create a new brand ‘Pilla’ that would better resonate with the audience and create separation from the Foursquare Group identity.

After identifying the ideal customer, a marketing strategy was produced that laid out the channel and content strategy for the new brand.



​As a result of the work, the following practical outputs were produced

  • Compete brand positioning was created

  • Brand identity created

  • Tone of voice and marketing messaging strategy to ensure all language appealed to the ideal customers

  • Go-to-market strategy for the product

  • Website planned, designed and built

  • Social media content plan created
  • Sales support with funnel creation, advice for sales teams and robust processes created to ensure leads turned into clients

  • Ongoing support and direction to keep the team focussed and remove distractions
  • Budgetting process introduced to the business

"They helped develop our messaging and built a process that drives leads and converts customers efficiently."

Liam Jones, Founder at Foursquare

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