Creating a brand identity and brand voice
Bright formed an agile marketing hub including subject matter experts, data and reporting specialists, project sponsor and Flo’s existing marketing resources to develop a strategic roadmap and use an iterative agile marketing approach for activity execution – focusing on the website and the core collaterals to support business development.
Initially, Bright created a joint brand identity to showcase MavenWire and Flo’s expertise, elevating it to a market leadership position in preparation for the transition to Flo Group. Starting with creating a website built upon clear, consistent messaging and a clean look. The website was validated with key audiences, so that only the successful elements were retained whilst reworking areas of underperformance.
New content and messaging drove search engine traffic, supported by a social media campaign and other marketing activities, resulting in increased time spent on the website and greater social following from key audiences.
A consistent brand voice was woven through the off line collateral to support the business development process via sales toolkits and to use at events. Up-to-date case studies gave the brand visible credentials to approach the right decision makers and provide evidence of success.
Once the foundation marketing was underway, a demand generation strategy was developed based on campaigns to build pipeline for key go-to market propositions.