GE DIGITAL
Helping an industry leader find its differentiated voice
CHALLENGE
Help GE Digital Grid, a market leader in industrial software applications for a variety of critical industries, communicate a clear, consistent, and differentiated brand value proposition.
OPPORTUNITY
Leverage customer insight and segmentation in combination with a well-defined corporate tone to set the strategic foundation for internal and external communications. Create a campaign that reinforces GE Digital Grid’s market leadership position while aligning with their brand ethos.
SOLUTION
Develop a robust and differentiated marketing communications program to inform employees and engage customers. Focus on bringing the approach to life internally by developing software- and segment-specific training and sales tools. Create a campaign architecture based on the many market disrupters that were troubling to the C-Suite and Divisional leaders within their market. The campaign theme-line “Welcome to the future of energy” was conceived to subtly signal GE Digital Grid’s industry leadership position. Finally, provide a strong GE Digital Grid brand aesthetic and copy tone to bring it all home.
SCOPE
-
Marketing Planning
-
Persona Development
-
Messaging Architecture Creation
-
Marcom Planning
-
Segment Marketing
-
Demand Generation
-
Campaign Development
-
Digital Display Advertising
-
Database Marketing
-
Social Media Engagement
-
Sales Enablement
-
Internal Communications