Use Cases and Client List
Website Application for Covid-19 Support
The Challenge: Building a Covid-relief website for SMME support in less than a week.
The Program: SAVCA (South African Venture Capital and Private Equity Association) members are pledging pro-bono services to support small, medium and micro-enterprises (SMMEs) whose businesses have been impacted by the COVID-19 crisis and lockdown. Assistance has been earmarked in the form of access to experts and professionals. The app enables SMMEs to apply for assistance and SAVCA members and other experts to list the services they are volunteering.
Outcomes: We will update the responses when they are available.
Data Driven Marketing and B-B Lead Generation
The Challenge: ComUnity builds digital ecosystem platforms for public and private sector organisations. This kind of technology was new to the market, and hence not just marketing, but marketing educaton was essential.
The Program: We built ComUnity's marketing strategy from scratch, starting with messaging then go-to-market strategy and lead generation. The GTM strategy encompassed B-B lead generation, content strategy, channel development as a Microsoft ISV, and use cases.
Outcomes: We created new, compelling messaging to reach each of three main personas, built a content-rich website, wrote use cases for each sector, and developed a lead generation program that generated 3-4 sales qualified leads (SQL) per day.
Thought Leadership and Lead Generation Through Content Strategy
Building a thought leadership position through storytelling
The Challenge: With globalization and increasing competition for attention, it has never been more important to think like a publisher.
The Program: A typical content strategy consist of publishing short and long-form content that address the interests of all of your target audiences. These personas go well beyond members of your customers' buying teams. You also need to speak to employees, potential employees, policy makers, and your industry's community. Content is 'repurposed' over several platforms a posts. So in this example, a version of the Financial Inclusion article was published on LinkedIn, Medium, and the messages distributed through social media posts on personal and company LinkedIn pages and on LinkedIn groups. It will be published in academic publication Acumen next month.
Outcomes: Using web analytics and social media reporting, you will know exactly how many people read and share each piece. Publishing on earned media is measurable in terms of the value of the advertising and share of voice (SOV), and publishers typically provide 'clicks' on paid media.
Thought Leadership: Webcast and Whitepaper Series
Thought Leadership and lead generation in partnership with an industry media player
The Challenge: Lead generation through publishing compelling content
The Program: We developed a webinar series and whitepaper titled “Mapping the Mobile Journey - How to boost Return On Ad Spend by reaching customers at moments that matter”. We developed the content using a recognized mobile industry expert, integrated client case studies, and co-presented five webcast events, each targeting a specific target market.
Outcomes: The initial webcast event attracted 1700 registrations and 550 attended the live event. This is roughly double the average for AdWeek, the media partner. We subsequently co-presented four additional webinars targeting specific vertical markets such as financial services and quick serve restaurants. The whitepaper has generated over 5000 downloads in the first month for a total of 7250 leads generated and counting.
Effective Visual Communications Through Infographics
The Challenge: The human mind processes pictures 60,000 faster than words. Therefore it is key to create simplified infographics to deliver messages for all marketing channels; websites, presentation decks, and social media posts.
Outcomes: We can provide dozens of examples of beautiful and effective infographics for multiple sectors such as fintech, AI, tech platforms, banking, and more.
Book on Messaging and Go-to-Market Strategy
The Challenge: How can tech companies develop a compelling messaging platform and go-to-market strategy? This book provides start-ups and marketers a step-by-step guide to create fresh and compelling stories about your brand, your products, and yourself.
Outcomes: This book has been downloaded by thousands of startup executives and marketers around the world.
Repositioning, Messaging, and Go-to-Market Strategy
The Challenge: The company was selling low-value mobile marketing campaign tools to app developers. They were looking to reposition themselves for as a high-end enterprise solution.
The Program: Drove the marketing strategy and programs, developed the go-to-market (GTM) strategy for the enterprise market; conducted buyer persona research; developed lighthouse account list. Helped build sales and analyst decks, press releases, and collateral material.
Outcomes: Repositioned company from mobile marketing automation to communication automation that enabled a story that was compelling to enterprise CMOs. We also co-produced events with Crossing the Chasm author Geoffrey Moore that resulted in new enterprise accounts.
Paid and Earned Public Relations
The Challenge: Building a brand in a competitive market with three dominant players through effective messaging and communications.
The Program: We built a thought leadership platform that focused on cybercrime and online security. We then designed and implemented a public relations program to raise awareness that provided commentary, expertise, and industry data to consumers, businesses, and the IT security industry. That involved building a thought leadership position in cybercrime by capturing, commenting, and creating content based on major security incidents and communicating them through the media. We tracked global news related to cybercrime, hacking, and online security.
Outcomes: We grew the client to the top 3 brand in the market amongst security vendors in 18 months. We earned coverage for our client not only in industry media, but business and consumer mainstream media as well, including TV, newspapers, and online.
Awareness though Messaging & Public Relations
Industry: Contact Centers/Business Process Outsourcing
The Challenge: Building a brand in a new market to raise the client's profile in the industry and be attractive to employees. Aegis is present in 44 locations across 9 countries and with over 40,000 employees, manages almost half a billion customer interactions every year for over 150 clients across diverse sectors.
The Program: We developed a messaging platform that profiled the company as having a superior service & technology, a great place to work, a leader in tertiary education, a major creator of good jobs, and a thought leader in BPO. We wrote industry white papers, published research using original, company generated data, and rolled out a public relations program that resulted in being published in consumer media, the business press, and technology websites.
Outcomes: We built a profile that enabled the company to compete for large, multinational contracts, launched their training academy, attracted talent, and communicated messages internally to employees.