Strategic Communications
Challenge
A SaaS company wanted to elevate its impact in a crowded, noisy market with compelling messaging vs. large marketing spending.
Approach
The approach took several steps and stages:
1.) Analyzed competitive landscape to map competitors’ positioning and messaging to discover white space in the market.
2.) Designed and analyzed customer survey to measure awareness and perception of the company and its competitors, as well as to understand what attributes and positioning the company could own vs. the competition.
3.) Developed customer personas based on previous surveys and internal interviews to understand where the customers were in their adoption journeys and what messaging and attributes would be most relevant to the target personas.
Result
Developed new company positioning and messaging campaigns, which were incorporated in all aspects of their communications and marketing materials.