Project Case Study – The Polka.
New direction for boutique marketing agency The Polka
From tentative steps toward niching to complete market transformation, The Polka became agency of choice by focusing their expertise where it matters most.
KEY SERVICES
- Strategic repositioning
- Lead generation
- Pipeline development
IMPACT
The Polka is a mission-led marketing agency based in Buckinghamshire that champions the deep knowledge within professional service businesses. Founded by Carys, the agency creates bespoke marketing strategies that help expertise-led organisations become the go-to name in their field.
THE CHALLENGE
The Polka was stuck in a familiar agency predicament. They knew they needed to niche down from their broad charity sector focus, but the practical steps felt overwhelming. The team had identified professional services as their target market but lacked the strategic framework to make the transition successfully. Without clear positioning or systematic lead generation they were wheel-spinning, aware of where they wanted to go but uncertain how to get there.
OUR SOLUTION
We developed a relationship-driven approach that positioned The Polka as the natural connector within their target market of expertise-led businesses.
Strategic repositioning came first. We defined a crystal-clear ideal client profile which gave The Polka a focused lane instead of trying to be everything to everyone.
Then we built their authority systematically. Carys committed to daily LinkedIn content that spoke directly to her new audience’s pain points, and they created organised collections of case studies and industry intelligence to form compelling evidence of expertise.
The lead generation engine had three moving parts. Personal branding established Carys and her team as trusted voices in their sectors, while network building created new connections through in-person events, LinkedIn outreach, and regular online lunch and learn sessions. Development of gateway products was also an important step, supporting a simplified offer and sales process.
Everything connected back to relationships, creating a self-reinforcing cycle where each new client strengthened their reputation with the next.
The Polka evolved into the trusted agency of choice for professional services firms, proving that strategic focus delivers both immediate wins and sustainable market position.