Arkadin, an international video conferencing company, wanted to outsource some of their marketing projects. Our email newsletter project got rave reviews from their customers.
Arkadin is a fast-growing unified communications company, providing technology that incorporates audio, web and video conferencing solutions. They realised that they were running out of bandwidth within their internal marketing team to deliver all their upcoming projects and needed to outsource a few brief to an external marketing partner they could rely on to get up to speed fast and deliver the goods.
Their sales and marketing director searched for a London marketing agency and found Abacus. We met up to discuss their needs and share ideas about how we could help, and a few days later we were briefed about an email newsletter they wished us to create and deliver on their behalf. This was the first time that Arkadin had tried to engage with customers in such a way. It fitted in with their new brand strategy, which aimed to deliver a service-led value proposition, rather than always needing to compete on price.
There was nothing particularly tricky about delivering this project, apart from the fact that we had to facilitate discussions with calls of up to 20 people located in multiple locations around Europe. We first of all held meetings with key stakeholders in London to define the scope and scale of the brief. It turned out that we needed to create fresh content to promote their most important products and services to core customers, as well as to write about their overall service proposition. We were provided with all the information we needed, including customer segment and customer persona data. We reviewed their website and relevant product brochures. We read their brand guidelines to make sure we got the design and tone of voice right. And we checked out the competition.
We created the content and developed designs for the email newsletters and – once approved – turned them into HTML templates. We also created the content for supporting campaign landing pages, which were added to their website in English, German and French language versions. We hit all the deadlines, and the feedback from customers has been really positive.
“Highly recommended. Abacus is an easy outfit to work with. They pick up information quickly and worked really hard to make this project a success. I couldn’t be more pleased.”
Nikki de Kretser
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