case study: re-positioning rm results: the e-assessment experts align brand and content for big...
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Re-positioning RM Results:
The e-assessment experts align brand and content for big results in
2015
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Starting point (Heather)
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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.
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Kicking off:
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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.
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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!
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The Carribbean Examinations Council – Vanessa Ryan, on e-Marking:
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Business solutions, not software
People stories, not software use cases!
Software is so 2000! People want to hear about solutions
Topical, timely issues.
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Answers, not technology.
CIO.com
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The people stories
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Getting Social
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It’s working
April 2015 e-newsletter
April 2014 e-newsletter
31% increase in followers since January
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Looking to The Future
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Thank YouRe-positioning RM Results:
The e-assessment experts align brand and content for big results in 2015