Build trust and inspire action
With the redesign of their website, for a more discerning audience of technology buyers, the marketing team at FlairsTech, an international IT and Software Services company, was struggling to make the copy compelling.
Working with the North American-based marketing director, we devised a cost-effective way to ensure high-quality copy. In three workshop sessions, and two templates, we helped the copywriter and her manager, both in Egypt, understand how to organize information to guide buyers to action
TRAINING AND GUIDANCE
Audience-focused copywriting – 2021
Having grown rapidly by acquisition, Solmax had recently undergone an employer brand definition exercise, with the aim of creating a common culture. To harmonize the understanding of their HR departments around the world, the company needed clear tools everyone could relate to and follow.
After a series of workshops and exercises to identify differences in recruiting practices and build consensus, we mapped the optimal candidate journey, as well as the relevant communications tools to achieve recruitment goals.
(In association with Catalyst Communications)
AUDIENCE DEFINITION AND JOURNEY MAPPING
Employer brand deployment – 2020
AUDIENCE-CENTRIC COMMUNICATIONS
Customer success stories – 2021-2023
To demonstrate to potential customers why its services are worth choosing, IATA had developed strong messaging and differentiators. But it remained difficult for these potential customers to understand what was in it for them.
Our template and subsequent story development centred the customer success around the – often complex – problem a company or individual needed to solve, clearly illustrating how the service helped them solve it, as well as the actual results that were obtained. Combined with first-person storytelling, the value of the service became evident.