This Mode – copywriting, messaging, branding, digital: hi tech, b2b, b2c, enterprise, SME and more. Steve Fenton – copywriting & corporate communications

April 8, 2009

Messaging & positioning

Filed under: — thismode @ 8:19 am
BT logo
BT Professional Services internal campaign 1
BT Professional Services internal campaign 2
BT Professional Services – messaging
Throughout 2007 and 2008 I worked with BT Professional Services to create an internal marketing campaign – Stronger Together. It was designed to increase the volume of professional services being introduced to customers through the global BT sales and account management community.My role included research and analysis, creating messaging, and providing copywriting and editing services for a wide range of internal comms materials. These included posters, leadership presentations, video scripts and a complete intranet campaign website.

Working with an extended team that included Brahm and CapitalM, I developed and launched a distinctive identity and message that generated significant improvement in professional services take-up worldwide.

In 2008 this internal campaign formed the basis for new marketing collateral developed for use with customers. I provided additional writing, editing and advisory services for a range of materials, including the multimedia piece described here.

Maginus logo
Maginus brand 1
Maginus – company repositioning
From 2004 to 2007, I provided a full range of writing, messaging and editing services to Maginus as part of a total company repositioning project.Working closely with Maginus leadership and marketing teams, and as part of a CapitalM consulting team, I helped the company create a new positioning as a software provider for multi-channel retail, building on its strengths in distribution and logistics, and enabling it to grow aggressively into new markets.

My role included research, messaging, copywriting and editing for a broad range of internal and external marketing materials. Highlights of the project were a Messaging Playbook and training materials for sales and marketing teams; a total rewrite of the company’s website and all printed collateral; new event stand and office promotional board materials; and the production of press releases, case studies and articles for general marketing use.

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