Based on the input from the workshop, we created a messaging framework for each of their target audiences. Within this framework, we built pillar messaging themes with proof points for each theme. For example, it may be easy to claim that a product or service is reliable along with multiple competitors who make the same claim. Therefore, each pillar needed credible, unique proof points to back up each claim. Then, we provided recommendations for go-to market strategies, outlining marketing initiatives that would help grow their business.
As part of the repositioning initiative, we updated the messaging and copy for MCA Connect’s website and marketing materials to reflect the company’s honest, forthright approach. From a visual perspective, we also refined the look and feel of the business, which we outlined in a new brand guide.
Our client’s branding used to include a lot of white space, making it appear very focused on Microsoft technology instead of manufacturing. We refined the branding to include several dark visuals and a gritty manufacturing message to remind customers that they’re not afraid to get their hands dirty. Now, it not only speaks to manufacturers but it speaks like them — an essential catalyst for fueling new partnerships and growth.