The below business objectives were agreed upon between SGPR and BrightHR based on brand tracking of competitors and Q1 sales targets. Search patterns here have been used as a proxy for brand awareness.
Low awareness was evident from Google Trends analysis, when compared to a more generic but related search term such as HR Software (see chart on page two of supporting material, the red line shows search in the UK for ‘HR Software’ versus search for ‘BrightHR’, illustrated on the blue line). Launched in January 2016, the brand had one fundamental problem – low awareness. BrightHR is a people management software company that enables HR managers and small business owners to effortlessly manage staff absence.