Our Work –> Gordano Messaging Services Ltd – Marketing Strategy & Communications
1OVERVIEW – For 20 years Gordano has been providing email, collaboration and groupware messaging solutions to a wide range of clients, with an excellent reputation for service support. With opportunities in Telco markets constantly emerging and impacting the whole industry, Gordano needed to review its marketing strategy for both its existing On-Premise business and the new Cloud market.
2 BRIEF – The first part of the brief was to simplify its current messaging products and services portfolio to attract new customers and retain the existing customer base through migration and upgrade. Separate to this, Gordano wished to develop a marketing strategy and communications plan to position itself, target and focus resources on the fast-growing Cloud market.
3 CREATIVE – Following extensive research and competitive analysis, ideas for categorising Gordano’s products and services were finalised into 3 main brands – Keyline, Baseline and Cloudline. Together with a refresh of the corporate identity, the new branding included a fresh colour palette, modern fonts, category icons and human imagery. Visuals were then developed for web and print.
4 PRODUCTION – The Cloudline brand was developed into a website template and a range of communications pieces, including animation and advertising, initially to support Gordano’s attendance at the Cloud Computing World Forum in 2012. Website templates and an HTML newsletter for Baseline were produced targeting SMEs with clear benefits, simplified pricing and a fresh, professional interface.
5 DELIVERY – The Cloudline brand was officially launched at CCWF with an overwhelmingly positive reaction and rapid increase in enquiries for Gordano’s innovative Cloud solution. Most recently, the company has won contracts with the UK Government and NEC Corporation amongst others. The Baseline brand was also successfully launched with Keyline currently in development.