Passion.
- Innovative technology
Practice.
- Advisory
- Strategy Development
- Amplification
- Alliance Building
- Issues Management
Scope: USA
The Opportunity
Confident Strategy Group was commissioned to create a communication and public relations strategy for a management consulting company that is a technology expert. This project involved developing a three-year roadmap and detailed plans for the upcoming year. The main challenge was to help the company establish itself with authority in the external environment, including branding, narrative, and tone. Additionally, the project aimed to strategically build high-performing social media channels as a lead generation tool and to formulate a differentiated thought leadership strategy that effectively distinguishes the company from the narratives of the leading players in the market. All of this needed to be done by recognizing the resource constraints of a growing company (financial, people, etc).
The Solution
We worked with the company’s management team to understand the current communications status. We quickly identified an opportunity to better align the brand with its vision based on how the company talked about itself and what it wanted to achieve in the market. Therefore, we developed a distinctive brand positioning, personality, and narrative that differentiated the company from other key players. We then refreshed the logo, reskinned and structured the website, and developed brand guidelines for the new brand. From there, we developed the foundational communications platform: 1) Website plus other key assets, e.g., company slide deck and social media headers, to reflect a modern, accessible, tech-focused management consulting firm and ensured the website was built to be the backbone of all communication channels. 2) Developed content strategy for the communications channels and relaunched those channels with a thoughtful strategy: LinkedIn, Facebook, Twitter/X, YouTube, and now BlueSky. 3) Built a communications drumbeat across earned and digital media, including initiating media relations and social media. 4) Build internal communication channels and plans that engage the company employees to be advocates for the company brand and business, including the company handbook, policies, company values alignment, and awards. 5) Developed a thought leadership strategy for the company that included the CEO as the key company spokesperson. 6) At times, when needed, we have been involved in issues management as a confidential resource for the CEO and management team – a confidant. The strategy has been underpinned by a strong focus on data collection and metrics to ensure we drive performance efficiently and that all channels and communications work together. We have been executing this strategy for three years and continue to meet and exceed our goals. The company is performing well above its market share in terms of share-of-voice, with highly engaged communities supporting the brand. We have described 2024 as the year the engine was running, but we achieved momentum in the market. We look forward to continued growth in the years ahead with a tremendously innovative and fun client team.