Case study

Project Alfred: Tech-focused accountants & bookkeepers

Audience research, narrative rewrite, content strategy and a custom analytics dashboard for entrepreneurial accounting firm Project Alfred

The brief

Project Alfred launched in 2021 with a bold ambition to use technology to disrupt the accounting and bookkeeping industry. They came to us seeking fast growth, and recognised the need for a strategic approach to content and digital marketing to help them achieve their goals.

1. Audience research

The most successful content intersects what a business wants to achieve and what their audience needs – this is the sweet spot. Many businesses choose to guess what they think their audience needs but we firmly believe that the insights you get from audience research – actually talking and asking questions of your target audience – means you’re creating content that responds to their needs, goals, motivations and frustrations.

To make sure Project Alfred knew who their audience was, we conducted in-person user interviews with financial decision-makers to find out what makes them tick. We become experts in how they operate online and offline, what their motivations, frustrations and goals are, and what kind of language they use day-to-day.

The outcome was a series of personas that paint a detailed picture of who the Project Alfred audience is, which has helped fuel every other element of their content and digital marketing strategy.

2. Content review & narrative rewrite

Project Alfred has found an innovative way of doing business in an existing sector, but when we started working together, this point of difference wasn’t reflected in the current content on the site. 

Once we had done our audience research and knew who we were talking to, we reviewed the site from both a UX/IA perspective and a storytelling POV to identify areas of opportunity and improvement. We then sat down and talked through these insights together, and interviewed founders Liam and Amy to workshop the brand narrative. 

Once we’d agreed on these content improvements, we wrote refreshed copy for the site that aligned with the brand narrative.

What Project Alfred say

“The team at Slice have been sensational from the first meeting we had with them. They gave me confidence in carrying out our vision and helped to put our ideas into words. Their ongoing support has been amazing and not only have they created great content but we have also had a lot of fun along the way.”

– Liam McNamara, co-founder, Project Alfred

Enjoy the slice