Articulation of a unified business mission, vision and goals, as well as the brand values, to ensure a consistent direction for the business and a base from which to measure performance.
Based on research into the market and customers, six new value propositions, that appealed to the target audience and addressed the market gap, were created for each of the verticals.
Defined the communication plan for each market and audience, with a different approach for the decision makers, users and influencers - all built around a cohesive digital strategy.
The project started by reviewing the current offer to the market as well as identifying and separating each of the barriers to entry with guidance on how they can be positively addressed. A complete review of the competitive landscape was also conducted to identify both existing and emerging threats, and a strategic partner network was recommended to grow share in a closed and traditional market.
The target markets and audiences were redefined taking into consideration their needs, motivations, pain-points and challenges and a value proposition for each market was created to be more focused on the ‘benefits’. The messaging to communicate the value for each market and audience was written, along with a messaging matrix to demonstrate how campaigns can be developed.
The business mission, vision and brand values were captured and articulated and a communication plan was created.
This included a content strategy, SEO strategy, social media review and recommendations for the best digital channels to share Viewber’s message. A content automation workflow was also created to segment users based on their current interaction and relationship with Viewber.
A complete website audit that focused on improving user-experience and increasing conversion rates was provided and SMART objectives were provided to grow website traction.
A clear brand and product story, that appealed to the customers and gained interest from the market, was documented and this is currently being implemented by a new digital marketing team that Tidal Marketing helped advise on recruiting. The early signs indicate that the campaigns are delivering measurably better returns than previously executed.
Tidal stripped back our messaging and gave us a clear objective view of what we needed to be saying, how and where. When you're immersed in running a business distilling this out can be a real challenge.
Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.
Laura Warren, Digital Marketing Manager, MyLondonHome