IT services provider 2

Project 1 - Compelling collateral

Background

This IT Services company has been established for over 11 years. Based in Melbourne, it has consolidated its position in a highly competitive market by listening to clients carefully, by speaking in straight and simple language, by managing transitions with process and rigour, by implementing in stages that clients can manage and afford, and by going the extra mile when required. However, its website and collateral focus on technical excellence. In recent years, the company’s growth has accelerated through inclusion of a full managed service.

Challenge

To extract the benefits to which real clients respond; to distill them into competitive advantages that prospects will recognize and respond to; to differentiate the company clearly, unambiguously and sustainably in preparation for the next growth phase.

Solution

We applied our in-house processes to analyse existing marketing and product information:

• FabMAX to define all the benefits of all the functions
• PosMAx to define the key competitive advantages
• PosSUM to encapsulate key messaging, positioning and voice.

We:

• interviewed existing clients to understand the human as well as technical benefits
• drafted 2 case studies based on these interviews
• managed technical and semantic edits between our client, its 2 clients, their IT managers and marketing staff.

Results

In 2 weeks our client gained:

• 3 tools that distilled the vital elements of its technical and marketing information
• Insight to the real reasons that clients had chosen them
• 2 case studies of high profile clients that clearly showed the company’s key benefits
• Recommendations to change its website’s look and feel to be consistent and persuasive
• A clearer understanding of its tangible competitive advantages.

Feedback

“We felt there wasn’t enough material for case studies but, by the time they were finished, we realized our focus had been just on the technical. We were surprised by the ‘human view’ that Technoledge was able to draw from our clients and the exceptional quotes that clients would probably not have given us directly. It made us realise that our benefit is in ‘humanising IT’. A very useful exercise”

Managing Director, IT Services Provider 2

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