James Whelan Butchers is an artisan butcher shop based in Clonmel, which was Ireland's first online butcher with a strong history of selling online. In recent times the firm has faced increased competition. With a limited marketing budget, the main focus of activity has been in the lower-cost areas of PR and digital. A PR campaign was implemented around the book "An Irish Butcher Shop", authored by the business owner, Pat Whelan. The online strategy centred on search engine optimisation to gain the highest rankings on Google, email marketing and social media. This has resulted in increased online sales, and penetration into the Dublin market in particular.

Expert Hardware produces quality own brand products for sale at price points that are keener than many big brands, and it's the only organisation of its kind in Ireland catering for local independent hardware and DIY stores. The biggest challenge is retaining and growing the customer base, whilst competing with larger players. In responding to this challenge with very limited budgets, the organisation has used multimedia platforms, especially digital and PR, to gain national media profile. This has assisted Expert Hardware in competing against larger hardware and DIY superstores. The result has been increased brand recognition, and a 20% uplift in footfall. In addition, the group has gained new members.

Glenilen Farm is a dairy farm based in Drimoleague, Co.Cork. The business adopted a strategic approach to marketing and this has been at the core of its success in recent years. Assisted by the brand agency, Brand Union, the company reviewed the brand identity and packaging. This resulted in the launch of the Glenilen Farm logo and iconic brand mark, as well as new packaging. As part of a comprehensive marketing strategy, these moves have helped grow the company to become the largest premium dairy dessert and yogurt producer in Ireland, employing 35 people and supplying all major Irish retailers. And now the firm is developing the brand experience to encompass the "Glenilen Farm Tour".

Great National Hotels and Resorts was launched in 2010 as a response to the market pressure felt by mid-value Irish-owned hotels. The company offers outsourced services for independent quality hotels throughout the country. From a standing start, a call centre was established in Ennis, Co. Clare and hotel and group web portals were launched. A supporting marketing communications plan was implemented across a range of offline and online channels, underpinned by an aggressive pricing strategy. A dual strategy attracted consumers to book, and attracted new properties to the brand. With 23 contracted hotels and resorts, the company has shown strong growth since launch.

The Residence is a private members club offering dining, bars, business networks and exclusive nightclubs in Dublin city centre. With the assistance of colleagues at Javelin and CMS Marketing, the business implemented a marketing strategy through 2011 aimed at cementing its positioning as a unique place in the heart of Dublin. Research was undertaken to identify areas for positioning development and sales targeting. Target market segments were defined and their preferences established, and a new positioning was developed as a premium, stylish, discrete and relaxed venue. A marketing communications campaign incorporating both acquisition and winback was devised, resulting in a 10% sales conversion.