The client is a technology led supplier of facilities management services for large organisations in the UK.
The client has a unique technology led solution for a traditional service area. They required a highly targeted ABM media and communications strategy, focussed on engaging specific types of companies in specific sectors.
Before we could create a full strategy we needed to understand their target audiences; in particular the types of companies that would engage with their technology led solution, and the decision makers and influencers within these audience sets.
We delivered a detailed quantitative and qualitative audience profiling project. We started by analysing their existing data, then we led a workshop and research approach to gaining additional insight. We worked with trusted data & insight partners to build upon our analyses, presenting back our findings & recommendations in a multi-stage project framework.
We delivered a fully profiled audience by target sector; profiled in detail to company and individual level. This information created the focal audience sets to create our audience first media and communications strategy for effective target audience engagement. This approach enabled a highly targeted ABM plan to be delivered.