Marakon needed support articulating its new value proposition and offering, before educating its audiences on its refreshed services and expanded capabilities.
Client
Service(s)
The Brief
Marakon was going round in circles attempting to nail its value proposition so it could articulate a new positioning to prospects, without sidelining existing clients. It needed support from subject matter experts to resolve this challenge and, once defined, a strategic plan was required to make Marakon famous for its new thinking.
The Challenge
Marakon was well known for its expertise in business value transformation, so shifting to be more focused on supporting firms transition to net zero was a considerable step change. Compounding the complexity was the various nuances that exist when communicating how firms decarbonise, especially when targeting a wide range of sectors, including those that are hard to abate.
This complexity required a team of subject matter experts, who not only understood ESG, but also the consultancy landscape, and how to engage hard to reach audiences.
Our Approach
We ran an initial discovery phase, where we spent time really getting to know the business. This included immersing ourselves in Marakon’s existing marketing materials, an analysis of competitors, and a workshop with senior stakeholders to agree what really makes them different, and why they should be the partner of choice. From this, we created a revised value proposition outlining its new expertise whilst referencing historic knowledge, a new boiler plate and a tag line to be adopted in all communications moving forwards – the first stage of the re-education process.
To further educate its audiences, we developed a series of sector specific storylines that outlined the precise challenges each faced on the journey to reduce emissions and made it clear how Marakon could help them to navigate. We then pitched these to trade media, in various different formats, leveraging a series of creative hooks and cultural references, to ensure that our content was clickable, memorable, shareable – and ultimately engaged the right audiences.
Results we’re proud of
1
updated value proposition, boiler plate and tag line that perfectly articulated the businesses USPs
24
pieces of coverage in target media educating prospects on Marakon’s new proposition
1
brand that was better understood, recognised and remembered
All in the details
Subject matter expertise
Being experts in its space, meant we could challenge and push the client on what makes it truly special, which enabled us to create a value proposition that stood out for all the right reasons.
Made it famous for its thinking
By recasting, retelling and replaying our sector specific storylines, Marakon’s audiences heard the same messages time and time again, meaning they would begin to stick, helping understanding of its new proposition.
Turning the complex into compelling
Our team of technical writers were able to turn these complex issues, into content that engaged both the media and Marakon’s target audiences.
“We struggled to articulate our new position in a way that was clear and distinctive, but also consistent with our heritage. After months of debating amongst ourselves, we brought in Aspectus to help out. Many were sceptical that an external firm would be able to grasp the complexities of our situation; however, we were all pleasantly surprised with the outcome. From the first iteration Aspectus captured our essence and nailed our competitive positioning. It gave us the kick start we needed and provided a valuable framework for our website and external marketing materials.”
Heidi Hellman
Senior Consultant, Marakon
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