Business, marketing, brand and communications strategy
Transforming the commercial fortunes of the businesses we work with
The success of any business depends on its ability to effectively communicate its value to its target audience. We help our clients achieve their business goals by developing and executing effective business, marketing, brand and communications strategies that deliver measurable results.
Whether you're looking to increase your brand awareness, expand into new markets, generate more leads, or improve your conversion rates, we have the expertise and resources to help you succeed. We work closely with our clients to understand their unique needs and develop bespoke solutions to capitalise on opportunities and address their specific challenges.
Having founded and run advertising, digital, brand, design, direct marketing and activation agencies, Ray Sheerin’s experience in developing transformative strategies for companies and brands and turning them into commercially effective and award-winning communications is unrivalled.
Vision, Mission & Values
An important part of our ‘toolkit’ is to review and refine a business’ Vision, Mission and Values. These are often generic, forgettable and unknown to most staff, let alone prospects and clients. We make them distinctive, memorable, ambitious and inspiring to staff and customers alike.
Marketing Communications & Skills Auditing
We review organisations’ communications strategies, campaigns and marketing team skillsets to ensure that they are at the optimum level for the needs of the business and that they are properly aligned with the positioning and proposition.
Positioning
Positioning can make or break a business. Sending the right message to the right target audience is vital.
A key part of what we do is helping businesses to position themselves properly – it could be for growth, for consolidation or for a business looking to pivot from its current positioning. The world of business never stands still - so it is vital that companies and brands take regular stock of their positioning and review as necessary.
Stakeholder Management
Stakeholder management is a vital part of what we do. All too often, companies do not consult the key stakeholders at the right stage of project development. This can result in projects being derailed at an advanced stage in the process; this is costly, time-consuming and demotivating.
We work with the key stakeholders, internal and external to the business, to establish the main points of difference for the brand or business. We turn these into propositions and then ‘road test’ them with the key audiences to identify the most motivating and differentiating. These will then form the bedrock of the marketing and communications strategy.
Campaign Development
With vast experience of developing campaigns that exceed business objectives and win effectiveness and creative awards by the bucket-load, we can also assemble a team of communications professionals across all aspects of the communications mix, deploying the right skills for the project quickly and cost-effectively.
Value Proposition
Every company should also have a clear Value Proposition for the business or the brand, which links to the Vision and Mission, and is properly articulated. When working with organisations, we always review the Value Proposition to ensure it is as strong and as valid as possible.
Marketing & Communications Strategy
We develop Marketing Strategies to implement the new / revised Positionings and Propositions with well-defined, SMART objectives and KPIs.
We regularly work with the business or brand’s existing agencies, briefing them on the jobs to be done and reviewing their response.
We also work with a business’ internal communications team to embed the new thinking inside the organisation and outside.
Pitch Consultancy, Recruitment & Training
We also work with clients in the areas of pitch consultancy, recruitment and training, helping to identify, onboard and develop the right sets of skills and relationships for businesses - and individuals - to achieve their ambitions.
Mentoring
Identifying and developing talent, fast-tracking people who have the potential to be superstars, is one of the most valuable services that we offer. For us, it’s also one of the most enjoyable.
Workshop Facilitation & Research
Most of our projects involve workshops or research with key stakeholders inside and outside the organisation. Particularly when it comes to communications campaign development, it is vital that the ‘voice of the consumer’ is represented.
About us
Ray Sheerin is the founder and principal of Ray Sheerin Consultancy Ltd.
As a copywriter as well as a strategist, I bring a unique skillset to the projects I work on, combining strategic rigour with well-articulated, elegant expression.
With over 35 years’ experience of developing and leading brand and communications strategies for clients in just about every sector, I am one of the most experienced strategists in the market.
Having founded and run agencies in activation, advertising, brand, design, digital and direct marketing, I also have unrivalled experience of most disciplines in the marketing mix.
I set up and ran Chemistry, Ireland’s leading creative agency, for 21 years, until 2020.
I set up Ray Sheerin Consultancy with the intention of only working on what I am good at and what I like doing…and jettisoning the infinitely greater number of things that I’m not good at and don’t like.
Depending on the requirements of any project, I work with other independent communications professionals - from creatives, to photographers, producers, directors, web developers, designers, covering the whole communications mix.
I am a Chartered Director of the Institute of Directors, a Director of The Organic Centre and a former Board Director of the Institute of Advertising Practitioners in Ireland and Copyclear.
In 2023, I was awarded Honorary Fellowship of the Institute of Advertising Practitioners in Ireland.
Who we’ve worked with
Testimonials
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“We engaged Ray in early 2023: our aim was to look at our current branding to decide if the time had come for a refresh or a rebrand. Ray took us on a journey, involving our Board, our team and our clients, who were all consulted and heard. The team contributed to the process by attending the workshops, suggesting names and deciding on colours. It was an incredible, collaborative process that meant that everyone was on board with the final outcome. We appreciated Ray’s ideas, insights and advice and I don’t believe we would have reached the unanimous agreement without his input.”
Larissa Feeney, Founder & CEO, Kinore (formerly Accountant Online)
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"I’ve known Ray for most of my career and have worked with him on many projects. I have always enjoyed and benefitted for my experiences of working with him. He is an absolute gem - highly intelligent, razor sharp and never afraid to challenge the thinking in service of better outcomes. I think Ray is really at his best when he has big gnarly problems to fix and has smart and ambitious clients who place their trust in him to deliver. And deliver, he will. He’s like a hot knife through butter!"
Úna Herlihy, Co-Founder, The Indie List
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“I have worked with Ray for over thirty years in a variety of different businesses. Together we have worked on a range of campaigns, direct mail, electronic direct mail, brand development and a range of investor and customer communications. Ray is totally professional, creative and detail-oriented. I have no hesitation in recommending his services.”
Martin McAdam, CEO, Ardgowan Distillery Company Ltd
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"A brand is in the safest of hands when working with Ray - delivering intelligent, high impact and thought-provoking campaigns is what he does. Always asking why and digging deep has been at the core of all our work together, resulting in effective, memorable and award-winning campaigns."
Karen O'Donoghue, Managing Director, Irish Examiner & The Echo
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"We got Ray on board to help us out with a project to review the Competition and Consumer Protection Commission’s brand. We are a very small team, and having Ray’s knowledge, expertise and help made a huge difference to us. He really helped keep the phases of the project moving and his input into the tender process was invaluable."
Clodagh Coffey, Head of Marketing & Digital Communications, Competition and Consumer Protection Commission
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"We engaged Ray as a Board Adviser to provide brand strategy and marketing direction for our domestic business and new entry into European markets. He is highly strategic, extremely creative, a straight-talker and great to work with."
Brian Reid, Founder & CEO, Deli Lites
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“We've had an exceptionally positive experience working with Ray. He has a remarkable skillset and we benefited from his input significantly.”
Dr Bairbre Fleming, Deputy Director, Access and Lifelong Learning, UCD
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"Ray came on as Board Advisor and mentor to help re-structure and help the business develop. I found working with Ray an amazing opportunity. From his vast experience of agency land to just having a sounding board on day-to-day issues. I would strongly recommend Ray for all he brings to a project from a strategic level. Also, he is just an all-round good guy."
Greg Ward. Founder, RAW Marketing & Events
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''Ray worked with us on our new branding and brand communications. He was a pleasure to work with and is an absolute gentleman. I would definitely recommend him."
Finola Fegan, CEO, Finca Skin Organics
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“Ray’s expertise was invaluable in guiding us through a process of evaluating, analysing, and completing our rebrand and repositioning exercise. His strategic input throughout the process was excellent. If you get the chance to work with Ray, don’t hesitate, nab him and you won’t regret it.”
Jill Holtz, Founder, MyKidsTime.com
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"It’s very hard to put a value on the insight and depth of experience Ray brings to a project, great to work with too.”
Giles O’Neill, Director, Enterprise Ireland
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“Ray is very direct and credible. He provoked, prodded and aligned us. He kept momentum in the exercise without overwhelming us. And as a team we enjoyed the exercise.”
Jim Urell, CEO, Property Button
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“Ray's work is characterised by his heartfelt professionalism. He supports and guides your ideas around marketing, helping you to see the next step, and make the next move. Working with him takes the pain out of marketing, and encourages you to embed it into your work.”
Jan Melia, (Former) General Manager, The Organic Centre
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"We engaged Ray to undertake a review of our marketing activities, highlighting what we were doing well and areas where we could improve our marketing, identifying some quick wins and some medium-term priorities. Ray's approach was focused but comprehensive with the project completed on time and within budget. I would use Ray again for our marketing consultancy needs."
Des McCarthy, CEO, Microfinance Ireland
Current / former clients
Clients in bold are clients of Ray Sheerin Consultancy Ltd in past 2 years:
Automotive & Transport
Audi. BMW. Brittany Ferries. Daewoo. Dublin Bus. Fiat. Hyundai. MINI. Mitsubishi. Peugeot. Stena Line. Travel Counsellors. Windsor Motors.
Business Services
AccountantOnline. BidX1. Brokers Ireland. Byrne Wallace. Bauer Media Group. Connelly Partners. CCPC. DCC. Deloitte. Denstu Aegis. DMG Media. Enterprise Ireland. ESB International. Escher. Grant Fit Out. IAPI. IBM. ICAD. ICTU / Congress. Law Society of Ireland. Microsoft. NNI / Newsbrands. Nostra. NSAI. ParentsandBrands.com. Rank Xerox. Raw Marketing. Sungard. Top Security. Western Development Commission. William Fry.
Charities & Not For Profit
Aware. Children's Medical Research Foundation. Concern Worldwide. Focus Ireland. Goal. Huntington's Disease Association. IMMA. Irish Cancer Society. Irish Guide Dogs. Irish Heart Foundation. Oxfam. The Organic Centre. Trócaire. Waterways Ireland.
Consumer Services
11811. 11850. Airtricity. Applegreen. Bord na Móna. CCPC. Fanagans. Finca Skin Organics. Funda. Groupon. Hidden Hearing. Johnson & Johnson (Compeed). National Adult Literacy Association. Open University Business School. Property Button. Property Partners. RecruitIreland.com. RentDodo. Rowa Pharmaceuticals. Sky. Vita Health Technology.
Education
Atlantic Technological University. Enterprise Ireland. King’s Inns. Open University Business School. University College Dublin.
Entertainment & Leisure
Arcam. Center Parcs. Chorus / NTL / UPC. Epic Ireland. Hugh Lane Gallery. IMMA. Leinster Rugby. National Symphony Orchestra. Tattersalls. The Organic Centre. Topflight. Waterways Ireland.
Financial
ACCBank. American Express. Bank of Ireland. Bank of Ireland Asset Management. Bank of Ireland Private Banking. Banking 365. BUPA. Cornmarket. Eagle Star. Irish Life. Fidelity Investments. First Active. ICS Building Society. KBC Bank. Microfinance Ireland. Permanent TSB. Premier Banking. Premier Direct Insurance. Private Patients Plan. Prudential Assurance. Start Mortgages. SuperValu Insurance. Ulster Bank.
Food & Drink
Ardgowan (Expedition, Clydebuilt, Discovery & Inverdarach whisky). Batchelors. Bewley's Coffee. Britvic (Club Orange, J20). Campbell's Soup. Coca Cola (BPM). Danone / Danone Nutricia. Deli Lites. Dubliner Cheese. Edward Dillon. Erin Foods. Evian. Glenisk. GSK (Ribena). Heineken Ireland (Amstel, Coors Light). Hunky Dory's. Irish Distillers. Irish Sugar. Kenco. Kerry Foods (Charleville, EasSingles, Golden Cow, LowLow, Kerrymaid). Kepak Foods (Big Al's, Rustler's). Mallon's. Planet Café. P&G (Pringles). St. Ivel / Shape. Sqeez. Tayto. Volvic.
Government / Public Sector
CCPC. Enterprise Ireland. Environmental Protection Agency. Fine Gael. HSE. IMMA. Irish Blood Transfusion Service. Microfinance Ireland. Northern Ireland Tourist Board. NSAI. Office of the Ombudsman. The Referendum Commission. Údarás na Gaeltachta. Waterways Ireland. Western Development Commission.
Media
2FM. 4FM. Bauer Media Group. Denstu Aegis. DMG Media. Irish Examiner. Newstalk. NNI / Newsbrands. RTE TV. Sunday Business Post. Today FM.
Retail
Appleby. Applegreen. Champion Sports. Dunnes Stores. Lidl. Mothercare. Sony Centres. Texaco.
Telecommunications
British Telecom. Cable & Wireless. Eircom. Meteor Mobile. Tesco Mobile.
Featured case study
International graduate and post-graduate students are worth some €2.5bn a year to the Irish economy. But, as well as being a vital source of income to the third-level colleges, it is a hugely competitive market and Ireland is up against far bigger spending markets vying for the same students. So, last year, Enterprise Ireland got involved to launch a co-ordinated campaign for all third-level colleges promoting Ireland as a study destination.
My brief was to highlight Irish colleges’ core strengths: a great education and great access to potential employers. However, having conducted my own desk research, I felt the needed to challenge this: many colleges in many countries could lay equal or better claim to their educational standards and employer relationships. So, I conducted workshops with stakeholders in each of the third-level colleges, presenting different hypotheses to them.
The result was a new proposition:
Studying in Ireland will be the making of you. Meaning that when you study in Ireland, you get far more than a world-class, world-recognised education. Far more than career opportunities that are the envy of other countries. What you also get is amazing, life-enhancing, life-changing experiences every single day. Experiences that will benefit you personally and professionally your whole life. Ireland – the making of you.
The Indie List assembled a superb creative team of Brendan O’Flaherty and Mike Garner, with project management by Tanya English. The video was produced and directed by Rubberduck. The campaign comprised more than 20 digital executions across various channels targeting students in 15 countries. It was a pleasure to work on this campaign with Giles O’Neill and Vivienne Nolan and the team at Enterprise Ireland.
