Building a burgeoning brand

Jul 3, 2024

Building A Burgeoning Brand

Predatar provides data resiliency SaaS solutions that enable traditional value added resellers (VARs) to rapidly evolve into profitable and sustainable managed service providers (MSPs) by delivering their own-branded data protection offerings.

CEO, Alistair Mackenzie has been instrumental in developing the Predatar brand.

A visionary leader with a strong interest in marketing communications, Alistair is the former MD of Silverstring. It was during his time overseeing Silverstring’s transformation that Alistair recognised the requirement in the market for this service.

Predatar Case Study

“EC-PR has really focused on understanding the business, and it quickly became apparent that this wasn’t just about building brand awareness – we needed to have absolute clarity around our value proposition and our messaging throughout the different stages of the buying cycle.

“EC-PR helped us to formulate this, which was instrumental to ensuring the brand awareness campaign was aligned and laser-focused on our target audiences.

“Tenacious and challenging, coupled with a great spirit, Lorraine and Liz are committed to raising the bar and delivering a PR programme that is dynamic and impactful.”

Alistair Mackenzie

CEO, Predatar

Dangers and Desires

With more than 17,000 competitors in the SaaS industry, standing out from the crowd is a huge challenge.

Alistair needed to find a way to build brand awareness and credibility quickly among ambitious CEOs of VARs who were looking to evolve and expand into MSPs.

Articulating the brand’s vision for supporting business transformation and engaging with its key target audience were pivotal to Predatar’s success. Predatar came to EC-PR to ask for our help, as we were known in the industry for supporting brands with building awareness and kudos

Design

For this campaign to yield the right results, we needed to identify key players in the IT industry and create engaging and thought-provoking content that would position Predatar as the expert in SaaS solutions for business expansion and transformation.

Campaign delivery

Communication strategy
Roundtables
Whitepapers
LinkedIn articles
Thought leadership articles

Communication strategy

In a market that is saturated with competitors all vying for attention, developing a communication strategy that would cut through the noise and penetrate the places that mattered, was essential in communicating Predatar’s concept to those who would benefit the most.

Identifying key individuals was pivotal to building Predatar’s credibility in the market. Focusing on the pain points of business transformation and the aspirations of ambitious VARs through a series of communication methods allowed Predatar to develop a trusted voice, articulate its vision and encourage engagement among key industry players.

Roundtables

EC-PR proposed two roundtable events that would focus on the pain points and challenges VARs faced when it came to evolving and transforming their business model.

The first step was to ensure the roundtable would effectively target those we wanted to engage with most. Securing expert participation was therefore essential to this work, as was attracting key decision-makers to ensure that awareness of the Predatar brand reached the right prospects.

With participation secured, Predatar was ready to be catapulted into the IT hemisphere.

Whitepaper

Capturing the attention of key decision makers in VAR businesses was crucial to the success of Predatar’s business. Therefore, we set about creating and launching a whitepaper that focused on hard-hitting insights and data that would position Predatar as leaders in the SaaS solutions industry, while harnessing credibility among its target audience.

LinkedIn articles

To help maximise exposure of Predatar’s offer, we utilised the power of LinkedIn to target key individuals and decision-makers in VAR businesses.

Focusing on the themes and information that would most closely resonate with Predatar’s target audience, we created a bank of LinkedIn articles that were posted to Predatar’s company account and delivered directly to a carefully curated list of recipients.

Thought leadership articles

We produced a series of thought leadership articles, which addressed the challenges facing VARs who were looking to transform to MSPs, providing them with the ideal solution in the form of the Predatar concept.

Our articles were expertly crafted to target specific trade media with audiences in Predatar’s key industry sectors.

Distinction

As a result of EC-PR’s work, Predatar has become a leading voice in the SaaS solutions market, experiencing increased growth across all areas of its business. The firm’s offering to its VAR customers is well-known and highly respected in the industry, making them a force to be reckoned with against even the biggest players in the market.

As well as building brand awareness, the campaign provided Predatar with much-needed clarity around the alignment of their own communications and operational phases, which allowed them to flourish further and with confidence.

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We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

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Getting back brand control

Jul 3, 2024

Home · Case Study · Lloyds Maritime Academy

Getting Back Brand Control

Lloyd’s Maritime Academy, a subsidiary of Informa Plc, offers an enormous portfolio of online training resources to maritime professionals worldwide.

New to the business and leading a marketing team of six, Veronica Araujo’s prime remit is delivering successful performance marketing campaigns. Her team’s work is centred around generating leads to fill the hundreds of courses that Lloyd’s Maritime Academy offers globally.

Lloyd’s Maritime Academy Case Study (Communication Strategy)

“The communication strategy development programme EC-PR delivered, returned control and authority to the marketing team. We feel a greater sense of brand ownership and appreciate the enormous value of the Lloyd’s name, which had become lost amidst delivering everyday tactics.

“As a marketing team, we are better aligned and empowered, and we are working hard to put our clients back at the heart of everything we say, do and develop.

“We now know exactly what we need to say to support our different target audiences at every stage of the buying cycle. The clarity and structure of the communication strategy, which EC-PR has provided us, has given us the set of tools and the plan we need so that everything we do makes sense. It is still very early days and I look forward to reporting on the impact the new strategy has had on our business.”

Veronica Araujo

Head of Performance Marketing, Informa Connect

Dangers and Desires

Veronica’s team sits under a sub-brand called KNect365 Learning. This was causing a great deal of confusion and dilution when marketing the Academy’s courses.

Veronica and her team had become aware that the business was not only operating in silos but was functioning on a tactical level rather than with an aligned strategy. As a result, Lloyd’s Maritime Academy’s world-famous and prestigious brand was not being leveraged to its full effect.

When looking for a partner to help rectify and improve the situation, Veronica turned to EC-PR. Well-versed in the industry and with a track record of successful campaigns, we were perfectly placed to help the team achieve all their communication strategy goals.

Design

In an ever-increasing competitive landscape, it became clear that a more targeted and focused approach to Lloyd’s Maritime Academy’s marketing and communications activities was needed.

Veronica had already initiated a quantitative brand perception study when she appointed us to design and deliver the branding programme.

The purpose of our work was to design a programme that would clarify how the brand was perceived by its key stakeholders, as well as develop a communication strategy that would provide clarity and consistency in its approach.

Our work would form the backbone for all marketing communications, and serve as a guide for all activities, including the PR programme we would subsequently deliver.