MeetingZone’s workplace collaboration and conferencing services help people connect, communicate and collaborate more productively.
The experts in Cisco WebEx and Microsoft Skype for Business, MeetingZone turned to the lorries to reposition its brand, raise its awareness as a leading provider of online meeting services and differentiate it from the competition.
The lorries delivered a fully integrated campaign to deliver a stronger, more personalised and more consistent customer experience right across MeetingZone’s customer communications channels – from marketing to HR to operations and customer service. Using the lorries’ ‘Brands to Business’ model, the campaign spanned brand positioning, messaging, tone of voice and storytelling to delivering return on investment through targeted media relations, content marketing and social media.
Aims
Deliver MeetingZone’s brand consistently throughout its customer communications
Reposition MeetingZone as an expert in workplace collaboration and conferencing
Develop leads in key vertical sectors such as legal, construction and pharmaceuticals
Campaign highlights
Improved customer experience
Conducted an extensive perception audit with key customers, prospects, journalists, analysts, staff and partners
Delivered a new global messaging and positioning framework
Highlighted three tone of voice characteristics to embed the MeetingZone brand
Created a new MeetingZone tone of voice to reflect its brand personality – including tone of voice guidelines and practical tips for bringing it to life
Brand repositioning
Developed content for its new website and marketing materials to reflect its new tone of voice and messaging
Created a high-level thought-leadership PR campaign to tackle controversial issues such as poor management attitudes towards home working
Built the profile of senior executives across the business to talk about the enterprise benefits of collaboration technologies
Supported the proactive PR with an issues-hijacking campaign to jump on topical themes such as the impact of public transport tube strikes, flexible working legislation and bad weather
Vertical campaign
Educational ‘meet the media’ briefing campaign to raise the profile of MeetingZone industry specialists as sector experts
Generated vertically-focused opinionated bylines, tips and tricks, blogs and social media content to engage prospects across the legal, pharmaceutical and construction sectors.
Developed a targeted case study program to tell the story of MeetingZone had enhanced workplace collaboration across key verticals
Results
Lead generation
Clear brand positioning and tone of voice have contributed to:
100% increase in lead generation for US and Germany sites
70% increase in dwell time on the main site
15% reduction in bounce rate
Improved customer experience
More engaged workforce telling a consistent MeetingZone story to customers and partners
Joined-up communications across the customer journey resulting in a consistent and improved customer experience
Consistent brand positioning
New website and marketing content more closely aligned to prospects and customers
Raised profile for key executives such as CEO Steve Gandy in key IT and trade press
A 249% increase print and online reach from in one year
Tier one coverage in key publications including IT Pro, The Washington Post, Bloomberg BusinessWeek, Computer Weekly, Computer Business Review and Comms Business
Nice words
“The lorries have delivered huge strategic value to MeetingZone with their no-nonsense approach. Their brand positioning, messaging and tone of voice work have given us one global corporate message that resonates strongly with staff and customers alike. And their PR and content marketing campaign has not only helped us enhance our reputation and reposition our brand but has led to tangible results in the form of leads and new customers in new verticals. I can’t recommend them highly enough!.”
Renée Fredlund, global director of marketing, MeetingZone
“Having a clearer proposition means we can offer a consistent and well-rounded message for the MeetingZone brand. It’s been hugely beneficial for our marketing collateral and has helped us stand out in new business tenders. Customers can easily understand why MeetingZone is different and that means winning bigger deals.”
Tom Hammond, sales director, MeetingZone
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