Australian security vendor

Project 2 - Marketing action plan

See also

Project 1 - Compelling collateral Project 3 - CRM Analysis

Background

This established Australian vendor has created an intelligent, integrated, modular security solution that is used in the most demanding security environments including defence, intelligence, law enforcement, finance and taxation in Australia, Europe and Japan. The solution is complex, feature rich and includes patented intelligent security capability.

In a previous project we had:

• Distilled its competitive advantages and key messages from a wealth of technical information
• Created a new tagline that showcased the company’s patented process and reputation
• Created a suite of print collateral and posters for a UK security conference.

Challenge

To re-position the solution for broader market; to create a brief marketing roadmap with all the essentials, in a time and cost-effective package; to create a roadmap that could be implemented with limited sales and marketing personnel; to create a ‘working document’ that would allow input from all staff in all countries, and reflect the status of activities at any time.

Solution

We:

• Reviewed and summarised Industry Analysts’ views for consensus on market trends
• Recommended specific positioning consistent with them and with the company’s capacity
• Outlined a broad range of marketing tactics from case study creation, channel development and direct lead generation, to website update and media relations, each with a brief description, constraints and budget
• Invited and managed feedback and updates from all stakeholders until we had consensus, a short list and a budget in a single, brief document - the Marketing Action Plan
• Created a MAP Status Report that set out actions, with priorities and individual responsibilities
• Updated the report weekly to highlight results and next priorities, to keep activities focused and on time.

Results

In 2 weeks the company had gained:

• A brief appraisal of the marketing options relevant to it, with rationale and feasibility;
• A menu from which to choose activities and their sequence;
• A budget for the next 12 months’ marketing activities;
• A mechanism to monitor activity against responsibility;
• A practical plan for the next 12 months that was concise, priced, agreed to by all stakeholders and able to be implemented with existing personnel.

Feedback

“Technoledge’s MAP converted an amorphous wish list into a brief manageable plan able which we could action ourselves. We all know what we have to do, when, and what other tasks depend on ours. Technoledge kept the whole process simple - and affordable too -  by focusing on activities that matter, so we’re not wasting time and money on marketing BS.”

CEO, Australian security vendor

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