Launching a new vertical within an established brand

The Client


  • Industry:  Tech
Introduction 


In 2024, an established recruitment brand with a strong reputation in its core market identified an opportunity for growth in the United States. While the business had built significant brand equity within its existing specialisms the Founders felt they needed an additional revenue stream, they recognised a clear gap in the US market for a dedicated, insight-led vertical focused on a high-growth sector. 


The objective was clear: successfully launch a new vertical within the existing brand framework without diluting brand equity and while positioning the company as a credible authority in a competitive US landscape. 


This wasn’t a startup. It was a strategic expansion. And it needed to feel intentional, premium and powerful from day one. It was a risk. 


Challenge 


In the US market, competition was in this new vertical was strong. Established specialist recruiters already dominated the space, and breaking through the noise required more than a simple announcement. 


The new vertical needed: 


  • Clear positioning 
  • A distinct value proposition 
  • Rapid awareness among decision-makers 
  • Immediate commercial traction 


All while staying aligned with the master brand. 


Solution 


With a deep understanding of the brand’s heritage and ambitions, we developed a structured go-to-market strategy designed to build authority, generate demand and create early momentum. 


Strategic Positioning & Messaging 


We began by defining the vertical’s Point of Difference. This included: 


  • A refined value proposition specific to the US audience 
  • Vertical-specific messaging pillars 
  • A clear articulation of the problems this new division would solve 


The messaging balanced two key elements: 


Established credibility from the parent brand, and specialist focus within the new sector. 


Brand & Digital Alignment 


Rather than creating a disconnected sub-brand, we designed a vertical identity that sat confidently within the existing brand architecture. 


This included: 


  • Dedicated landing pages tailored to US audiences 
  • Vertical-specific content hubs 
  • Case-study-style thought leadership pieces 
  • SEO-optimised sector pages targeting high-intent search terms 


The website became the central authority platform for the new vertical. 


Targeted Outreach Campaigns 


To build rapid visibility, we launched a coordinated outreach strategy: 


  • Segmented email campaigns targeting US hiring managers 
  • Insight-led content campaigns addressing sector-specific challenges 
  • LinkedIn thought leadership from senior consultants 
  • Retargeting ads driving traffic back to sector landing pages 


The focus was not on hard selling, but on demonstrating expertise. 


Authority-Led Content Strategy 


To accelerate credibility, we developed: 


  • US-focused industry insight reports 
  • Salary benchmarking content 
  • Market commentary articles 
  • Downloadable gated assets to capture new leads 


This positioned the vertical as a knowledge leader—not just a service provider. 


Result 


The launch delivered strong early momentum and established the vertical as a credible player in the US market. 


Within the first six months: 


  • Significant increase in US-based website traffic to the new vertical pages 
  • Strong growth in qualified inbound leads from target sectors 
  • Multiple retained assignments secured within the first quarter 
  • Expansion of the US talent network through gated content downloads 


Most importantly, the new vertical began generating consistent revenue within its first year, proving the strength of the strategic launch approach

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Our Case Studies

Below is a selection of our case studies showcasing the projects we’ve delivered, the sectors we specialise in, and the long-term partnerships we’ve built. Each one highlights the challenges faced, the approach taken, and the results achieved.

Future Education: Google Ads Case Study

February 26, 2026
Introduction In October 2024, Future Education, a prominent recruitment agency specialising in the education sector, collaborated with Prominence to optimise their Google Ads strategy for attracting top-tier candidates in the South London region. With over 20 years of experience and an experienced team, the agency is a trusted name in the local education sector. Despite operating in a highly competitive market, they excel in sourcing and placing educators in schools across South London. Background The business is highly respected, and although well-known in their sector, face an ongoing challenge of attracting educators who they can place into temporary and permanent roles in primary, secondary and SEND school settings. Along with competing with other agencies, the education sector faces staff shortages and a lack of new talent entering the sector. Challenge Prominence faced the challenge of conducting a comprehensive audit and assessment of Future Education's existing Google Ads presence, with the goal of providing actionable recommendations to enhance response rates and improve the quality of applications received. Solution The Prominence team provided several strategic recommendations to Future Education and implemented the following updates and ongoing enhancements to their Google Ads campaigns: Streamlined Ad Structure : Reduced the number of ads from over ten to three (Primary, Secondary, and SEND) to optimise budget allocation and improve targeting accuracy. Enhanced Tracking and Reporting : Updated ad tracking and configured goals in Google Analytics to ensure precise measurement and reporting of responses. Optimised Keywords : Refined keywords to better reach the target audience, while expanding negative keywords to minimise unplaceable responses. Improved Ad Performance : Adjusted search keywords and headlines to increase click-through rates and attract higher-quality candidates. Budget Realignment : Reassigned the budget based on campaign responses, reducing clicks and impressions but significantly improving the quality of responses. Result Over a two-month period, the campaign generated over 150 responses, with more than half evaluated by the Future Education team as highly placeable candidates.
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