Project Description

The following case shows how we worked with the client to build their brand and grow their business.

Who is the customer?

Wharf Financial Services (https://www.wharffinancial.co.uk) is a commercial finance broker launched in February 2020 by Marc Champ, an ex-corporate banker with 17 years of experience. The company is a member of the NACFB Members Advisory Group and sources funding for professional property investors and developers. Marc started the team with 4 brokers and an apprentice school leaver specialising in customer relationships.

Wharf have a caring, customer-first ethos which is reflected both in their business relationships and their long-term commitment to raising funds for charity. (Marc and Wharf colleague, Simon King, helped raise over £400k when they worked at Lloyds Bank as part of the Green Army cycling team.)

What were the customers goals?

Wharf were a start up at the time the pandemic struck. They were a new broker based outside the City, in Leigh on Sea, Essex and were entering a highly competitive industry.

Their aim was to become well-known in London and across the South East, to develop and grow the team, and to become a business that Marc and his team could be proud of. Marc had put together a team with many years’ experience and knowledge (Simon King had been a commercial banker for over 40 years). He took on a school leaver as an apprentice, funding her financial services course and training her in customer relationships. With a balance of experience and skills, the company was ready to grow, they just needed help in getting Wharf Financial Services and the team known, respected and trusted so that they could gain new clients and grow the business.

How did Kings Hill Marketing Consultancy satisfy those needs and help the customer meet their goals?

After consultation, Kings Hill Marketing Consultancy provided a Strategic Growth Business plan to enable Wharf to build brand awareness and grow the business.

The plan included:

  • Research of the commercial finance industry*
  • Customer Analysis
  • Competitor Analysis
  • Stakeholder Analysis
  • Identification of changes which could add value for Wharf’s customers and the business itself
  • Assessment of change cost/benefits
  • Analysis of key skills and resources
  • Development of brand strategy
  • Identification of Management Change requirements
  • KPIs
  • Project Planning Process
  • Work Breakdown Structure

*This looked at: Bridging Finance, Development Finance, Property Investment (Residential and Commercial), Trading Business, Invoice Discounting, Trade Finance & Regulated Mortgages

The Strategic Growth Report covered the four broad areas of:

  • Training
  • Installation
  • Branding and Design
  • Testing

With respect to:

  • Design and Provision of New Website
  • Provision of Social Media Strategy
  • Leadership and Team Development – Change Skills plus training in LinkedIn, Google Analytics, Social Media and Word Press
  • CRM Systems – to increase profits due to better loyalty & customer retention
  • Accounting Systems – for regular & accurate financial monitoring to enable sound budgeting
  • Technology Systems – for security & growth
  • Sales and Marketing Systems

How did Kings Hill Marketing Consultancy implement the Growth programme?

The report provided the map for growth. The next stage was to implement it.

Kings Hill Marketing Consultancy provided team training/guidance and used an online and offline mix to generate leads which included:

Networking, PR, Social Media, Organic SEO, new website (in collaboration with AWESEM WordPress Agency, Blogging/Vlogging, Professional Associations, Conferences/Trade Shows, Email Marketing, Case Stories, and Video Case Stories.

Revenue growth, number and type of new clients, profitability and new leads were recommended to be tracked through the accounting and CRM systems once they had been implemented.

Brand awareness and visibility of Wharf Financial Services would be tracked through looking at website traffic/behaviour, social media insights and growth of email database.

What are the long-term benefits for Wharf?

Wharf Financial Services Brand Awareness has increased. The  implementation of the Strategic Growth Business plan has resulted in their new website, content development, social media strategy, and increased offline presence. This has enabled them to become well known and respected in the industry. They are enjoying new collaborations with individuals and corporate groups who share their passion for property development and  investment.

In October 2021 they entered the Bridging & Commercial Awards and won Best Bridging Broker Newcomer. Marc Champ, managing director at Wharf Financial, thanked the team at B&C and everybody that has supported the brokerage throughout its brief history, and said, “We all had a fantastic day and are truly humbled to received our accolade.”

The Wharf team has developed and grown. Kings Hill Marketing Consultancy carried out an analysis of the whole team’s strengths so that teamwork, group dynamics and team collaboration would improve enabling an increase in performance, productivity and customer satisfaction.  Marc Champ has recently recruited two experienced brokers who bring additional knowledge to the team and will improve customer satisfaction further.

Kings Hill Marketing Consultancy identified how Wharf’s apprentice would be able to develop from a pure financial services role into a strong marketing role. She has joined the Chartered Institute of Marketing and recently studied for the Level 3 Professional Marketing Certificate. Kings Hill Marketing Consultancy have trained her in analytics, social media strategy and planning and word press to enable her to help Wharf continue to grow.

The last year has seen huge changes in the economic and industry environment which has impacted most businesses. Marc Champ and his team’s knowledge and many years’ experience in commercial finance will enable them to help their customers survive and grow on their own property journeys.