CASE STUDY
Creating strategic brand messaging for an IT and cybersecurity consultancy
Challenge
When a European IT networking consultancy acquired a cybersecurity organisation, it had two overarching brand and communications ambitions:
- It needed to communicate a unified offer
- It wanted to reposition the newly-expanded organisation as a consultative partner, rather than as a tactical implementation partner
However, in common with many highly technical organisations, its communications had always looked inwards, at technical specifications. Our challenge was to get the organisation to embrace an approach that looked outwards, towards higher-level client benefits.
Solution
The organisation had already done some client segmentation work – and knew who it wanted to target. What it lacked was an overarching narrative and implementation strategy and tools.
We carried out an audit of key competitors. We talked to internal decision-makers and subject matter experts – and articulated a fresh positioning for the organisation that focused on taking their clients on a journey to enhanced growth and productivity.
To power the rollout of this narrative, we created a segmented messaging strategy, so that marketing colleagues would always know which messages to use, for which client segments, and at which stage of their journey.
In addition, we created campaign collateral – as well as a suite of new web pages.
Results
In the first quarter after the launch of the campaign, our clients saw lead generation increase by 600%. They started multiple conversations with potential new clients – and they were invited to pitch by larger clients.
They also had the tools and resources to maintain momentum – gaining multiple new clients in the first year post launch.
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IT and cybersecurity consultancy