approach

We interviewed stakeholders on the executive and support teams to gain a full understanding of their vision for the future of the company and how they wanted their brand to be perceived by their audience. Then we utilized a combination of primary and secondary research methods including surveys and interviews to identify and establish buyer personas, problem/solution pathways, and the-buyers-journey as a foundation for strategic brand positioning and messaging. In addition to these efforts, comprehensive competitive analysis of major competitors revealed key insights and aided in differentiating iTs from the rest of the pack.

With a solid foundation of Brand Strategy in place we moved forward to create a new brand identity that would match the new direction of the company. Findings in the research phase led to the transformation of one-off service offerings into packaged IT solutions, based on consumer feedback. Utilizing these key messaging points, content architecture and an established buyers journey map—all aided in the framework of the new website meeting the needs of the target audiences.

With the launch of the responsive-mobile-ready website; a comprehensive content marketing campaign launch included; onsite SEO, social media channels with branded look and feel, content marketing recommendations, and press releases—all creating an impressive level of interest and subsequent client acquisition.