SERVICES
Research and analysis
Strategy and messaging development
THE OPPORTUNITY
As competition increases across the technology and telecommunications landscapes, it has become increasingly important for companies to understand and make clear what truly sets them apart. Following discussions and meetings with the team from Proactive International PR, neXat recognised that, to stand out, its new messaging needed to clearly communicate its strengths and resonate more effectively with the audiences it serves.
Although neXat already had a strong technical offering, it lacked a clear understanding of how its new competitors positioned themselves, where differentiation opportunities existed, and how its own communications could better resonate with customers. To address this, neXat worked with Proactive PR to conduct a comprehensive review of its market positioning and redevelop its messaging framework.
THE STRATEGY
The messaging review was divided into three phases.
In phase one, Proactive PR carried out an extensive analysis of neXat’s competitive landscape, assessing how key competitors positioned their brands across websites, messaging, and communications. We also reviewed neXat’s existing messaging, identifying opportunities to better articulate its unique value proposition, simplify technical language and improve communication consistency across channels. Proactive PR also conducted an internal Q&A to assess how neXat employees understood the company.
Phase two was the creation of a new corporate narrative for neXat. Building on the conclusions drawn from the competitor analysis and internal Q&A, Proactive PR structured a core messaging framework based on four messaging pillars. This included a mission statement, corporate values, core values, a brand personality, a brand voice, a brand positioning statement, and a value proposition.
This framework then served as the foundation for phase three which consisted of the creation of external communications materials for neXat. This included new taglines, an elevator pitch, boilerplate, key benefits checklist and an “about us” page.
THE IMPACT
This review created a new strategic blueprint for neXat’s communications, giving the team clear direction for future messaging, content creation and PR activity. By identifying competitor strengths, weaknesses, opportunities and threats, neXat was able to develop a more distinctive voice and understand where its true market differentiation lies.
“One of the biggest challenges when your business evolves is making sure people understand what it’s become, rather than what it used to be. Working with Proactive on this review helped us express the vision we’ve been building and gave us the confidence that we are telling the right story. Their analysis and market insights have helped to produce messaging that feels authentic to who we are today as a company, and has provided a stronger foundation for future conversations with customers, partners and the wider satcom industry.”
- Caroline De Vos, CCO at neXat
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