Account based marketing
partnership engagement
Use Case: Massif was in a flat growth phase. They had significant early organic sales growth due to the innovative products they had developed. Fast followers were quickly taking market share and commoditizing the technological features in the category. Many players could now produce the same “technology.” They needed to differentiate themselves and re-establish the market leader position.
Process: We dove into the core of the brand product lines. What made them different? What did they do that their competition did not? Who were key partners that drove their mission forward and also were key financial drivers. Massif’s main revenue was in government contracts. Challenging to differentiate due regulations and generic RFPs we decided to activate the “True” mission of the company. Not just to make money, but to help others, to save lives, to make a difference in a BIG way.
Objectives
Bring awareness to their brand purpose of creating value and positive impact.
Identify the endearing and meaningful partner’s work and mission to empower and uplift blind adults through work opportunities which in turn would drive trust for our client.
Include a main film and set of evergreen deliverables to be used across all marketing channels as well as a distribution in film festivals and industry awards. Connect the Impact Story / Origin Story that would highlight the partners work.
Outcomes
The client realized huge brand equity in the partner relationship. They and their client used the film in lobbying government funding and projects. The film went on to win marketing and film awards and was cornerstone of framing the CSR trajectory
Execution Highlights
Besides the long form film, assets from 15 seconds to 2 minutes were distributed within the client’s marketing channels. Marketing and media distribution strategy and calendar was crafted for repurposing and amplifying engagement over several quarters. The main film is now an evergreen brand asset.
- Company website.
- Key Partner Relationships
- Brand Differentiation
- Social Media Channels
- Organic Traffic on Streaming Channels
- Blog Posts
Lessons learned
- Feather in the cap – Six months later when the company had a material defect issue the key partner elected to forego changing vendors and stay with the company, leading to $30M+ in contracts.
