North Head designs strategic communications programs to provide ways for businesses to respond to business needs and market opportunities, including for building and sustaining reputation. Often based on a campaign approach to achieve defined business or issue objectives, it entails coherent messaging delivered across various channels and relevant partnerships, marshalling third-party advocacy, usually including traditional and social media. Activities are based on rigorous research, planning and then effective implementation to achieve long-term impact. Strategic communications are ingrained into the North Head DNA for our services to clients.
Reputation Building and Product Marketing for a Chinese Cloud Computing Company
North Head provided strategic communications counsel for market positioning, established the communications infrastructure (“toolkit”), then implemented a corporate reputation building campaign and product marketing services. This enabled this middle-sized Chinese technology company to be the top brand for talent management software.
The client is a fast growing technology company with an entrepreneurial culture operating is new segment of the market, talent management. The founders of this company had as their objective to build the company into the top brand in the Chinese talent management software market. Also a positive reputation was needed for the investor community to facilitate funding for future business expansions.
The first challenge was to raise awareness among HR directors in large companies of the value of external talent management services, and the concept of cloud computing as the medium for provision of services. Previously the company’s business growth model had been based only on product development and sales. Prior marketing efforts had been opportunistic and adhoc. It lacked systemic marketing and corporate communications. There was little or not any systematic media communications or reputation programs. The management of the company had a limited understanding of branding and also given the size of the company, allotted budget and resources for PR were very limited. The challenge was initially to overcome such obstacles and establish an effective communications infrastructure and plan from senior management, both in terms of result and budget, to help this mid-sized local company gain recognition by the media and HR professionals as an industry leader.
North Head helped this company establish a professional communications infrastructure and increase its internal recognition of the value of PR. Our strategic counseling, professional skills and creative deliverables were well endorsed by both the client and the media. With efforts spanning two years, the company is now regarded as an industry leader and a primary purchase choice for HR professionals with the first place in market shares of the industry.