CASE STUDY: Re-positioning RM Results: The e-assessment experts align brand and content for big...
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Transcript of CASE STUDY: Re-positioning RM Results: The e-assessment experts align brand and content for big...
Re-positioning RM Results:
The e-assessment experts align brand and content for big results in
2015
Starting point (Heather)
Project Goals In branding, we wanted to emphasise ‘e-marking’. We also wanted to:
• Simplify
• Consumerise
• Clarify proposition In content marketing , we wanted to:
• Increase digital presence via new formats: Infographics, SlideShare, YouTube
• To appeal to a more international audience, using content from customers globally.
Kicking off:
Re-positioning via brandingProtect our current accounts: Upsell, Cross sell, contract renewals, reposition as strategic partners.
Grow new business: Expand internationally, building pipeline in 2016, profile raising amongst targets and potential partners.
Content marketing beginsWe endeavoured to create a unique customer experience and to have our brand apparent in all visual and content elements of our digital presence
We jumped in and began to leverage & re-purpose existing content digitally: From large reports to blogs, people stories and tweets!
The Carribbean Examinations Council – Vanessa Ryan, on e-Marking:
Business solutions, not software
People stories, not software use cases!
Software is so 2000! People want to hear about solutions
Topical, timely issues.
Answers, not technology.
CIO.com
The people stories
Getting Social
It’s working
April 2015 e-newsletter
April 2014 e-newsletter
31% increase in followers since January
Looking to The Future
Thank YouRe-positioning RM Results:
The e-assessment experts align brand and content for big results in 2015