This technology start-up came to us with a vision, a name and little else. Alignkraft was brought in very early for a comprehensive brand consultation. We worked with Novus in their infancy to develop crucial launch strategies, touching on everything from branding, positioning and messaging to pricing, product offerings and sales.
We faced an aggressive timeline to launch the Novus brand with the goal of landing initial investment so they could expand their team to acquire the right people essential to growing the company. Having no branding or marketing materials to start with, Alignkraft looked to industry research and analytical data to develop targeted strategies to propel Novus forward.
To begin the AKDx™ process we conducted an online survey of Novus' clients, employees and executive team to form a clear picture of internal and external perceptions of the brand.
Ensuring a comprehensive set of data each survey included both close-ended and open-ended questions. Combining quantitative and qualitative results, we performed a gap analysis to analyze where the executive team, clients and employees diverged on perceptions about the Novus brand.
Looking at the survey analysis, we found that 100% of all clients surveyed were satisfied with Novus' client service. While client service was the company's best performer, other factors brought down overall client satisfaction. We were able to pinpoint the exact aspects of the Novus experience that clients had the most issues with and recommend strategies for improvement.
We next analyzed Novus' competitors across several different criteria, including communication strategies, service offerings, social media campaigns and website user experience. Being a start-up it was imperative to understand the climate that Novus was entering and the brand presence of the industry's top performers. We established the value propositions and unique selling points that distinguished Novus vis-a-vis its competitors.
We also conducted a series of focus groups to.....
These points became the foundation of the launch strategy to position Novus moving forward to gain marketshare, create brand awareness and improve existing client retention rates.
We developed a full discovery, messaging and marketing campaign for Novus. With design and production spearheaded by Alignkraft's sister company, SCG Creative, we created corporate identity, website, email marketing campaigns and tradeshow collateral.
Are you interested in seeing more results of our campaign with Novus? Contact us today. >