AzteQ - Pedal to the metal
How EC-PR helped AzteQ achieve focus with a communication strategy that has resulted in better client relationships and winning more business.Context
When EC-PR approached AzteQ in 2019, it was operating as three separate technology businesses, comprising a managed services element, user adoption specialist and an ICT support provider. The three companies had been merged just before the outbreak of COVID-19, in the firm belief that together the company had a powerful, yet still undefined, market offering.
Challenge
Operating in the highly competitive technology market, the newly formed company lacked a clearly articulated value proposition – a compelling reason to choose the AzteQ brand – and as a result, the brand lacked purpose and visibility. The natural desire to chase all available sales opportunities meant the business needed focus regarding who it should proactively target, and messaging was poorly defined and inconsistent. Nevertheless, the business benefited from visionary leadership, in-depth senior expertise and a resolute commitment to doubling the size of the business over the next two years. AzteQ is a small business and any investments, internal or external, must work hard and deliver outcomes which drive business growth.
Approach
EC-PR facilitated two Messaging Lab workshops, the output of which was the communication strategy, which comprises five key elements: the value proposition; industry prioritisation; target personas; positioning statements and messaging.
In addition and to evidence the company’s commitment to its customer-first approach, EC-PR helped the company to document its unique approach to client solutions in a clearly defined, and therefore repeatable, step-by-step, method statement. The result of this collaboration is AzteQ CUBe, the user-first framework for digital transformation strategy.
EC-PR interviewed a cross section of AzteQ customers to obtain feedback to shape the business’ priorities and refine the communication strategy. The final version of which was used to brief both the branding agency and web designer so that all the marketing assets, including the website, are aligned moving forward.
Separately, in preparation for the PR delivery stage, a Media Lens competitive benchmarking process was undertaken to identify the topics on which an AzteQ editorial narrative could be developed.
OUTCOME
The Communication Strategy has provided clarity and unity of purpose, across both the leadership team and the entire business. After just a few months AzteQ has emerged with a strong value proposition, new brand identity and clear, compelling messaging with which to approach the marketplace. It is winning business, having more interesting conversations and its already motivated workforce is now focused, engaged and turbo-charged!
Its unique delivery model, AzteQ CUBe, has received excellent feedback from employees and customers. The step-by-step guide, “Building a User-first Technology Framework”, has been well received by AzteQ’s integrators and resellers, giving rise to powerful, new alliances.
“AzteQ has seen an incredible transformation, with return on our investment in EC-PR within months, particularly in building more depth of business with our current clients. From the messaging labs to the launch event, EC-PR has taken success way beyond what I thought possible.”
As featured in Communicate Magazine: How to make your ambitious scale up stand out from the IT crowd.
Results
AzteQ identified the following business benefits because of the work with EC-PR:
- Our tenders are more comprehensive, targeted and relevant
- Prospects are more interested in what we have to say
- Starting conversations is easier and we get to the issue quicker
- We are clearly differentiated from our competitors
- Our leadership is aligned
- Our people are more engaged with the business and understand where they fit
- We are more consistent in the way we all talk about AzteQ
- We know exactly who we should be targeting saving time and resources
- We know what we should be saying to secure interest
- We feel we are now presenting the best version of AzteQ to the wider world
- There is less ambiguity in our communication internally and externally
- We are more visible, valued & understood in our marketplace
- We understand what is required by our customers is a speedy process
- The assets we are building are future-proofed
Technology PR
EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.
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