EOS IT
Rebrand & reposition for growth
Perth based EOS IT wanted to revitalise their brand and spearhead a new business development drive at the end of the mining infrastructure boom.
The growing move to cloud based infrastructure required a re-position to move them away from a business model based on monitisation from a reactive break/fix cycle to one of proactive managed service and Software As A Services (SAAS).
Research
Giles Dutfield was engared in a wider capacity to assist the directors re-position the business. Initial desk work and a whole-staff workshop provided an external and internal market analysis. From the onset it was clear that a shift away from on-site hardware and maintenance to remote solutions necessitated a change in the brand's values and messaging to realign it to its target audience.
New client focus
An analysis of the client portfolio revealed clear value clusters in medical, professional service delivery and educational providers which created a clear series of vertical targets.
Horizontal service lines were examined to find entry point, value-add and lock-in service lines to prioritise in content.
Advances in cloud computing had removed physical equipment from client's offices in favour of remote access. This moved the value proposition from: 'cost-per box' to 'Cost per month for something I can't see, feel or touch'.
Evolution
Based on this research, a new EOS IT began to emerge on paper which promoted itself on education, information, security and support. This iteration enabled a smooth experience for clients transitioning from local to managed services to support their secure business operation.
New themes
The consultancy work created a revised foundation for EOS IT. A revised vision, mission and values statement set was created alongside a set of operating principles carefully aligned to the needs of the target audience. These were encompassed in a client-facing, three word positioning statement.
Vision
To be the information heart of sucessful business.
Mission
We provide the heart that great businesses need to enable their staff to use information and technology in the most effective and economic manner, that is reliable, safe and secure, to achieve and exceed their objectives.
Positioning statement:
- Listen. We always listen to our customer and ensure they are aware of this
- Connect. We connect them to the solution they need
- Deliver. We always deliver, on-time, on-brief and on-budget
Brand values:
- People x technology = progress. People are united and empowered by technology, never divided and frustrated
- Our objectives are always our client's objectives
- We treat others with respect and integrity and expect this in return
- Always seek to innovate and improve at the beginning, not at the end
- When IT has its own language, speak the customer's language
- Our customers are stakeholders in our business, we grow as they grow
- Valuable long term relationships are built through quality and consistency
- By being great at the small things we do we will remain great at the big things
- Safety & security are paramount in everything we do
Deliverables
Following on from the marketing consultancy discovery and alignment phase a series of creative treatments were presented.
From this a clear leader emerged and an online brand toolkit was created complete with comprehensive Style Guide. Staff were trained in the useage of the new brand across all channels.
New sales literature was also supplied.
Three creative treatments were provided.
Each featured the cloud motif, identified in earlier research.
Literature used unexpected eye-catching visual metaphors
… like the puffer fish to illustrate that size is no barrier to security.
Outcomes
Despite a challenging environment the launch of the new brand prompted dialogue with both existing and potential clients. Based on the new values and messaging engagement increased and the business continues to grow today.
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