Case Study

How MyRuby Improved Marketing Performance By Gaining Insight and Marketing Planning

We created a more responsive website, gathered customer insight and created a strategic marketing plan to improve marketing performance.

MyRuby – Marketing Planning

The Challenge

MyRuby chose KG Moore to help support it with its marketing efforts. MyRuby wanted to expand the business but also wanted to ensure that the marketing they carried out was effective and fitted their available resources.

The Solution

Instead of diving in and developing a campaign, KG Moore worked with the management team to create a strategic marketing plan which would become the roadmap for all marketing activity. The plan was based on the company’s business objectives, how the team wanted to grow the business. The purpose of the plan was to outline the most effective marketing for the business, ensuring budget was spent in the right areas to generate the best return.

KG Moore conducted research to develop a strategic marketing plan. We started by examining the industry in which MyRuby operates. Our customer research provided vital insight which we fed into the plan to develop stronger value propositions and build solutions that reflect customer needs, as well as what customers value most about the service. We used customer value drivers to conduct detailed competitor analysis using a systematic approach for ranking MyRuby’s service against that of its competitors. We also completed competitor pricing analysis to determine the company’s competitiveness in the market, as well as to determine a new pricing strategy that would drive business growth. Segmentation helped us identify target markets where MyRuby services can be highly differentiated as well as markets with the best opportunities for growth and profitability.

With all of this knowledge in mind, we planned the marketing mix, taking into account the resources and budgets available for marketing. We’ll use content marketing, including blogging and email marketing, along with search marketing tactics. We also identified key performance indicators to provide focus for all activity and a means of measuring marketing performance. With the marketing plan agreed on, providing direction and focus, marketing has begun. Reporting systems and a marketing dashboard for viewing performance are next on the agenda.


Kim quickly grasped the essence of our proposition and the areas where our marketing needed further development. She has a great background in B2B channel development and the experience she bought significantly enhanced our own efforts.

Andrew Perillo


Project Details

Client: MyRuby


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