SAJE           A Digital Communications Consultancy        The Writers Shop  Experienced Writers & Business Communicators ...
About SAJE                             • SAJE is a digital communications                               consultancy       ...
We Help Our Customers Succeed SAJE’s Core Services              With an emphasis on                                   seni...
Our Approach• SAJE works with our customers to define and develop their  content strategy, then delivers high impact, in-d...
Research &                 Digital Content            Digital Content              Assessment                 Strategy    ...
Presenting…The Writers Shop
What is it?•   The Writers Shop is a collaboration between the industry‟s brightest    business & writing professionals in...
Why Engage the Writers Shop?•   Expertise under one roof – centralized access to a team of high    class content creators•...
Our Message to Business Prospects are no longer reliant on your company for the      information THEY need to solve their ...
Developing Your Content Strategy isVITAL       SAJE believes that to deliver on an effective      content strategy, everyt...
The Traditional Sales Cycle                     Identify   Deliver     &                                   Qualify   Suppo...
Stage One:           Stage Two:                Stage Three:                  Stage Four:           IDENTIFY             QU...
Stage Five:                       Stage Six:                        Stage Seven:           OFFER VALUE                    ...
What’s Changed?•   Prospects used to make direct contact with vendors    at stages 1-2•   Now they‟re making contact at st...
How can You Win?•   Content. If you want to engage directly with prospects    early in the sales cycle, it is VITAL•   Con...
We Deliver Dynamite ContentFrom a sentence to a book, what content makes sense?                                           ...
Things are changing...Cisco and Coca-Colanow state they are in thestory business         So, What’s YOUR story?
Key to Content Marketing Success? • GREAT content                    •   Get support from the top if • Customer-needs focu...
The Writers ShopExperts in Asia Pac Feeding the Digital Machine
Some Serious Writing TalentAndrea Edwards – Singapore   Andrea is a gifted B2B communicator and strategist, who adds treme...
Some Serious Writing TalentTony Blackie – Australia    The most experienced on the team, Tony‟s media & communication care...
Some Serious Writing TalentJenny McDonald – Australia   Jenny has enjoyed a 25 year career as a professional communicator...
SAJE’s Clients – Past & Present
Contact SAJEAndrea EdwardsManaging DirectorSAJE Pte Ltd                                           www.facebook.com/saje.id...
Appendix 1          Our AccoladesA Big THANK YOU to Our Clients      for Your Trust & Partnership
NetGain Systems“It has been a great experience working with such strong, knowledgeable and confident marketingprofessional...
Seatronics Asia Pacific“I recently appointed SAJE to undertake customer audits on behalf of Seatronics for Asia Pacific.To...
Hewlett-Packard“I appointed SAJE because I needed to work with a company that could do morethan just develop content or cr...
Qais Consulting“Our company, Qais Consulting, has grown so rapidly in the last couple of years that we haven‟thad a chance...
Zelda Recruitment“What can I say? You guys really do have the gift of the gab. Thank you for the work you havedone. We hav...
Springboard Research"Springboard Research was at the point where we needed to elevate our company onto theglobal stage, bu...
Appendix 2A Little More Background on                      SAJE
SAJE - incorporated in Singapore 2006  Our Mission  To set the standard of excellence for communication  across Asia Pacif...
Our Values• Truth and honesty                       • We do stuff differently because• Trust is really important to us – t...
What’s Great About SAJE? • Truly global and local experience • Deep experience in marketing & communication • Honest, hard...
We’re Not all Things to all People• Our focus is to help customers‟ better define their story,  understand threats and opp...
Appendix 3More Detailed Background on our                   Writing Team
Andrea Edwards - Singapore•   Andrea has been a marketing and communications professional for 20 years and    her focus wi...
Creative & Deeply Experienced•    A broad understanding of the ICT industry spanning 17 years, along with the ability to  ...
Freelance Journalist - Australia•    Our freelancer, who can‟t mention his name due to existing publishing     agreements,...
Serious Depth & BreadthBusiness and IT•  A highly respected journalist with more than 16 years experience•  His experience...
Tony Blackie - Australia•   The most experienced member of the team, Tony‟s media and communication    industry experience...
Interesting Facts About Tony•   In 2006, Tony took a sabbatical returning to journalism as Editor of Emerging    Companies...
Mark McClure - Japan•   20+ years IT experience in the UK and Asia-Pacific with MNCs in the computer    networking, financ...
Mark’s Expertise is GoldBusiness and IT•  10 Years of regional Network Engineering roles with technical responsibilities f...
Jenny McDonald - Australia•   Jenny‟s career spans 25 years across Australia, Asia Pacific, and the UK•   In her early car...
Communication is Jenny’s Business•    Jenny lives and breathes communication – and not the „spin doctor‟ type either.     ...
Martin Kralik - Malaysia•   Martin‟s background combines rigorous training in Asian Studies with 15 years‟    business exp...
Martin is Very Interesting•   Martin‟s professional trajectory has exposed him to world-leading concepts, such as digital ...
Liz Zuliani - Singapore•   Liz Zuliani – Liz has a diverse background in digital media and communications;    working acro...
Liz has Diverse Expertise•   Topic specialties  •     Media/PR, Advertising  •     Finance  •     Travel & Lifestyle (incl...
ICT Consultant - Singapore•    An experienced industry analyst with more than 15 years behind him, during     which he has...
Deep & Powerful IT ExperienceBusiness and IT•   This ICT consultant has wide ranging experience in the IT sector over the ...
Steve Johnson - Singapore•   Steve has more than 18 years experience in technical sales, marketing and    strategic develo...
A Rare Talent in His Field•  Steve is a unique talent in the technical sales and marketing sector, with a flare for   crea...
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SAJE and The Writers Shop

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We've spent a fair bit of time redefining SAJE's overall offering and building out the Writers Shop team and value - any feedback welcome.

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SAJE and The Writers Shop

  1. 1. SAJE A Digital Communications Consultancy The Writers Shop Experienced Writers & Business Communicators With a Focus and Passion for Asia PacificAndrea EDWARDSManaging DirectorSAJE Pte Ltdm: +65 91739096e: andrea@sajeideas.comb: www.sajeideas.wordpress.com
  2. 2. About SAJE • SAJE is a digital communications consultancy • We partner and support our customers to excel at communication, marketing and sales strategies for Asia Pacific We are committed to increasing our customers’ salesrevenues across Asia Pacific by significantly enhancing their digital profile through high quality content
  3. 3. We Help Our Customers Succeed SAJE’s Core Services With an emphasis on senior executives in Research & REWARDS customer-facing roles, Assessment SAJE works with our customers to create Digital Content digital thought leadership Strategy When prospects seek solutions to their business Digital Content challenges, SAJE‟s goal Delivery is to ensure our customers are at the top of their search
  4. 4. Our Approach• SAJE works with our customers to define and develop their content strategy, then delivers high impact, in-depth and actionable content to feed the digital sales channels• Why? Because prospects are coming to vendors towards the end of the sales cycle, so the quality of our customers‟ digital footprint has never been more important• Focused on revitalising our customers‟ value proposition digitally and taking their product portfolios and solutions to market in new and creative ways SAJE delivers Three Unique Services…
  5. 5. Research & Digital Content Digital Content Assessment Strategy Delivery• Company/executive • Business (BU) digital • The Writers Shop – areviews & digital footprint content strategy deeply experienced B2Bassessment • Digital policy, guidelines writing team, across Asia • Competitive digital & training Pacific, at your service assessment – who‟s • Executive coaching – • Ghost writing services for ahead of the game? inspiring execs to be executive blogs and • High value, in-depth digital champions articles audits with customers, • Digital training workshops • Technical marketing partners, employees, or • For customer-facing content creation the market executives • Sales survival kits • Sales force • For supporting roles • All written marcom needs effectiveness training – e.g. HR, marketing & sales support • Messaging workshops
  6. 6. Presenting…The Writers Shop
  7. 7. What is it?• The Writers Shop is a collaboration between the industry‟s brightest business & writing professionals in Asia Pacific, centrally managed through SAJE• It‟s a team that delivers the content marketing needs of Asia and the world‟s most progressive brands• It‟s a creative team of professionals who know how to captivate an audience, delivering high value, high quality, high impact written content• It‟s a deeply experienced team, with most having more than 15 years in business communications and management• It‟s a service designed to elevate our customers‟ success by empowering their prospects with high value, relevant local content• The Writers Shop invigorates your sales channels
  8. 8. Why Engage the Writers Shop?• Expertise under one roof – centralized access to a team of high class content creators• We deliver the writing, and provide strategic counsel on communication strategy and direction• We create thought leadership content that engages your customers• Highly customizable, tailored to your needs and budget• For very specialized and technical content requirements, we source and manage the expertise for you• We support multinational and local firms to deliver highly scalable content for local, regional and global market outreach
  9. 9. Our Message to Business Prospects are no longer reliant on your company for the information THEY need to solve their problems so It‟s about mixing what you want to say With what your audience wants to hear In-line with a prospects decision making process. It must engage your targets AND create opportunities for two-way dialogue Especially in the B2B space
  10. 10. Developing Your Content Strategy isVITAL SAJE believes that to deliver on an effective content strategy, everything must be aligned to The Seven Stages of the Sales Cycle
  11. 11. The Traditional Sales Cycle Identify Deliver & Qualify Support Now we must align the sales cycle to Close Pitch the digital world Offer Refine Value
  12. 12. Stage One: Stage Two: Stage Three: Stage Four: IDENTIFY QUALIFY PITCH REFINE Doing business Identifies it‟s time to They ask the question – The customer is nowYOUR as usual make a change to solve what do we need to know, considering all of thePROSPECT a business problem or who can provide that options increase effectiveness information and who can we speak to within our broader business community to get great advice?YOUR Tantalise Educate Educate & Prove PartnerJOB Build the case – Demonstrate how they Continue to build the Keep the proofYOUR focused on the can do this and the case and show them flowing & takeFOCUS business benefits. benefits – speak their success stories, detailing prospects through all This is a great language, answering tangible business steps to success . A opportunity for the most important benefits. Whitepapers are corporate blog case studies, question – what great education tools at answering FAQs is a which explain business problem does this point, as are great tool, as is an how the decision this solve? Content customer evangelists active presence to change/evolve focused on business where ever your has benefited problems solved or customers are customers. increased effectiveness “socially”
  13. 13. Stage Five: Stage Six: Stage Seven: OFFER VALUE CLOSE DELIVER & SUPPORT But wait a minute; am I going Once all issues are resolved, The contract is awardedYOUR to lose my job if I make that the customer creates aPROSPECT decision? OR the CEO just shortlist. The most important asked me a question and I consideration? Which supplier don‟t know the answer, better is going to deliver exactly go back and check on the what we need, partner with us research I‟ve done to find that to make sure it works, support answer. I don‟t want to look us, make our lives easy and foolish or make a mistake make us look good? after all – it might cost me my jobYOUR Prove Close PartnerJOB Keep building depth and Be responsive and pro-active, Build a relationship beyond theYOUR background – show them they deliver high value information, sale – they are now a marketingFOCUS can‟t fail, steps to success – show them that you will be a resource for you and there are customer interviews, case partner and you understand opportunities for cross-selling, up- studies, white papers, exec their business challenges – selling blogs, market research, etc.. e.g. deliver a whitepaper covering all FAQs in detail
  14. 14. What’s Changed?• Prospects used to make direct contact with vendors at stages 1-2• Now they‟re making contact at stages 5-6• The opportunity to influence face-to-face early in the sales cycle is declining• Your prospects are researching options online/with peers, often with no vendor contact• To counter this, vendors must ensure they have a digital footprint at every stage of the sales cycle• A weak digital presence is THE marketing & business “killer” today
  15. 15. How can You Win?• Content. If you want to engage directly with prospects early in the sales cycle, it is VITAL• Content draws prospects to you• Content doubles chances of success when educating within the 7 Stages of the Sales Cycle• Vendors must do homework for prospects – answering all questions pro-actively, delivered in different formats - blog, whitepaper, video, podcast, case study, etc..• Content delivers the opportunity to intelligently & creatively redefine the competitive landscape to your advantage
  16. 16. We Deliver Dynamite ContentFrom a sentence to a book, what content makes sense? Our Commitment What We Deliver High value, high quality,  Blogs  Videos  Thought leadership  Podcasts high impact content that is  Educational pieces  Testimonials mapped to every stage of  Hot issues and trends  Customer interviews the Sales Cycle  Executive interviews  Staff interviews  White papers  Event round-ups Identify  Case studies  News and press releases Deliver & Qualify Support  Opinion articles and  Partner interviews industry comment  Competitions  Feature articles  Email campaigns Close Pitch  Question and answers /  Employee communication interviews with the experts  Newsletters Offer Value Refine  Product/service  Magazine articles descriptions  Advertorials  Concept explanations  … and the list goes on  Roundtable write-ups
  17. 17. Things are changing...Cisco and Coca-Colanow state they are in thestory business So, What’s YOUR story?
  18. 18. Key to Content Marketing Success? • GREAT content • Get support from the top if • Customer-needs focused you plan to win • No sales pitch • Plan to grow budgets to support • High value, lots of take-aways • Have fun • Educate and entertain • Cherish your content • Don‟t be too clever creators • Learn from winners and losers • Push boundaries – creativity • Push through multiple always wins channels • It‟s a new world out there – • Be disciplined, consistent and define it, don‟t follow organised
  19. 19. The Writers ShopExperts in Asia Pac Feeding the Digital Machine
  20. 20. Some Serious Writing TalentAndrea Edwards – Singapore Andrea is a gifted B2B communicator and strategist, who adds tremendous value to any team. With 20 years marketing & communication experience, working all over the globe, Andrea knows what makes customers act. Andrea has broad experience across multiple business sectors, mainly ICT, but also defence, aerospace, travel & tourism, professional services, marketing services, financial services, and more. Andrea is a passionate blogger, is regularly published on digital platforms around the world, and is following her dream to write for a living.Freelance Journalist – Australia We have an experienced senior journalist with more than 16 years‟ in the ICT industry on the team. A ghost writer (due to existing publishing obligations) he is regularly published in newspapers, magazines & online publications around the region. Before going freelance, he was editor of a leading Australian newspaper IT section, and prior this was based in the UK writing for newspaper & IT publications, including The Independent. With deep knowledge & understanding of trends & issues within the technology space ,he‟s a very experienced IT industry commentator.Mark McClure – Japan Mark is a writing professional with more than 20 years experience in the IT sector, in both the UK and Asia-Pacific. Focused in the computer networking, financial services and electronics manufacturing sectors, Mark is a deeply passionate communicator. Mark specializes in B2B whitepapers and case studies for IT Networking vendors, systems integrators and telecommunications companies, and he‟s also an avid blogger and social media evangelist.
  21. 21. Some Serious Writing TalentTony Blackie – Australia The most experienced on the team, Tony‟s media & communication career started in 1972 as a cadet journalist at The Age in Melbourne. He‟s written for the Sun-Herald, The Observer, Marketing Magazine, Time, Newsweek, and is Author of The Australian Consumers Handbook. In 1998, Tony founded Blackie McDonald, a leading communications consultancy in Australia, which has been delivering communication solutions to a diverse group of customers for 23 years. Liz Zuliani – Singapore Liz has a diverse background in digital media and communications, working across large networks, boutique publishing houses and corporate businesses. A finance, business and lifestyle writer, with seven years experience in Asia Pacific, she began her career writing for the Web & producing microsites at MSN Australia. Based in Singapore, Liz writes for news and finance websites, as well as corporate profiles and brochures for corporate businesses. Martin Kralik – Malaysia Martin is a student of Asia, with 15 years‟ experience in market research, management consulting & executive education, all targeting the ICT industry. A published author, whose writing has been featured in the World Economic Forum‟s annual Global Information Technology Report, Martin writes IT-focused case studies and vendor-sponsored whitepapers, and he has been published in Diplomat magazine (UK) and the International Technologies and Development Journal. Martin is a China scholar, & speaks English, Mandarin, Malay and Russian.
  22. 22. Some Serious Writing TalentJenny McDonald – Australia Jenny has enjoyed a 25 year career as a professional communicator and writer across Australia, Asia Pacific, and the UK. Starting out in PR, Jenny lives and breathes communication – with a style that is all about authenticity, strategy, realism and outcomes. Her specialties are: strategic corporate communication, advice and counsel; leader communication; internal communication; mentoring; and writing, editing and content management. Jenny is also an active blogger and is currently writing a book “My Friend the Headache.”IT Industry Analyst – Singapore An experienced ICT industry analyst with more than 15 years experience, during which time he has tracked the global and regional ICT marketplace. A consultant with a deep understanding of how companies use technology and the business issues that define the usage of these technologies, this writer brings extensive experience, and provides a unique perspective on various activities and dynamics driving the IT enabled business place.Steve Johnson – Singapore Steve has more than 18 years experience in technical sales, marketing and strategic development, and brings a unique skill to the team – he‟s a technical sales strategist. Having worked across the world‟s major regions including Europe, the Middle East, the US, Africa and Asia Pacific, Steve has a flair for sales and marketing, and for channel and partner loyalty. Steve‟s experience and knowledge is in civil engineering, construction, infrastructure, mining, energy, and more.
  23. 23. SAJE’s Clients – Past & Present
  24. 24. Contact SAJEAndrea EdwardsManaging DirectorSAJE Pte Ltd www.facebook.com/saje.ideasm: +65 91739096 @SAJEIdease: andrea@sajeideas.comSteve Johnson http://www.linkedin.com/company/sajeCommercial DirectorSAJE Pte Ltd SAJE Blogm: +65 91739096 www.sajeideas.wordpress.come: steve@sajeideas.comMore background about SAJE in the Appendix
  25. 25. Appendix 1 Our AccoladesA Big THANK YOU to Our Clients for Your Trust & Partnership
  26. 26. NetGain Systems“It has been a great experience working with such strong, knowledgeable and confident marketingprofessionals. SAJE are communicators – it‟s in their blood - and I have felt very confident relying on them as apartner to deliver a company messaging overhaul, which included moving us from a product to a servicescompany. SAJE has an intuitive ability to understand how information needs to be created in a way thatresonates with the audiences receiving it – it is a unique talent - and as a result, the other projects we‟veworked on - like blog content, case studies, whitepapers and more - have featured completely original andpowerful content. I know that the work we‟ve done together will take us to a new competitive level in our sector.“I‟ve also really appreciated SAJE‟s passion to help a company like mine, because I know they are alsoworking with big companies like HP and Cisco, however their belief in us and passion for what we do has beenvery much appreciated. On top of all of that, I‟ve just really enjoyed working with Andrea. I really appreciateAndreas ability to understand technology and domain-specific concepts, which are usually provided by us invery loose and fragmented pieces of information. She shows great patience and know-how in trying tounderstand and piece this information together and articulate it accurately, professionally and beautifully, and atthe same time keeping the final messaging strategy and content simple and effective. She has become ourtrusted communication expert and I truly believe any company, big or small, will be able to reap great results byleveraging such talent from her.“I am looking forward to working with SAJE on many aspects of our business moving forward, and canrecommend them to any business looking to really stand out and differentiate themselves in Asia Pacific.Definitely very smart marketing, communication AND business professionals.”Soon Seah Toh, Managing Director, NetGain Systems, www.netgain-systems.com
  27. 27. Seatronics Asia Pacific“I recently appointed SAJE to undertake customer audits on behalf of Seatronics for Asia Pacific.To be honest, I wasn‟t expecting much from this – more confirmation of what I already knew. Icouldn‟t have been more wrong. This exercise resulted in extremely valuable market researchthat will help us deliver better service to our customers, improve internal efficiencies, and it‟sgiven us intelligence on where we need to focus our efforts for the best return. In fact, onecustomer interviewed placed an order within two weeks of the interview because this exercisedemonstrated how committed we were to the relationship.“I know it succeeded because the SAJE team are all highly experienced business professionals,who know how to get to the crux of relevant industry issues (even with limited experience in ourindustry), are exceptionally skilled communicators, and are able to grasp our goals, as well as thegoals of our customers. SAJE went above and beyond our expectations, coming back with highvalue information, but also insights and recommendations to help us succeed and continuegrowing. Superb work and something I am recommending to everyone I deal with at Seatronicsglobally, as well as with the business professionals I know. SAJE do not deliver run-of-the-millwork. If you really want to know where you stand with your customers, talk to SAJE.”Derek DonaldsonVice President, Asia Pacificwww.seatronics-group.com
  28. 28. Hewlett-Packard“I appointed SAJE because I needed to work with a company that could do morethan just develop content or create a bunch of punchy messaging that would be oflittle value to our business. I needed a trusted advisor who could take all of theinformation HP had prepared for its public sector marketing initiatives, analyzewhere the gaps and weaknesses were and then come back with succinct, conciseand impactful messaging that would be really useful for my regional sales team andin our customer marketing activities. SAJE delivered that and more. SAJE gets it –they listen, they understand our business, know what motivates our sales people,understand what motivates our valued customers, and understand the importanceof effective messaging as a strategic basis for all that we do at HP. If you want torevamp your messaging and communications strategy, go with SAJE, I couldn‟trecommend a more trusted advisor.”Alvin ChanRegional Marketing Manager, Public Sector, Technology Solutions Group, AsiaPacific & JapanHewlett-Packard
  29. 29. Qais Consulting“Our company, Qais Consulting, has grown so rapidly in the last couple of years that we haven‟thad a chance to step back and collect our thoughts. One thing we knew was that our servicesportfolio, while very clear to us, might not have been crystal clear to our customers or potentialprospects. That‟s why we brought in SAJE. We saw some of the work they had completedpositioning companies around the globe, as well as in Asia Pacific, and knew that they were thesort of people we could work with – like us they were innovative, globally experienced, valuedhonesty and integrity, and just had that way of thinking differently we needed. We have nowconcluded the new positioning for our company, which I believe explains in a really positive anddynamic way the key messaging - who were are, why we‟re here, what we offer, and the sort ofcompany/people we are. It‟s excellent content and will really help in our marketing and salesefforts moving forward. It will also provide more clarity on what we can offer existing customersand I know this will deepen our relationships with them. It‟s been great working with such anhonest, inspired and experienced team and I recommend anyone looking to better clarify theircompany or product/services messaging to seek out SAJE – they have a unique and open wayof looking at the world and will transform how you think and speak about your company.”Keith TiminiFounder and PartnerQais Consultingwww.qaisconsulting.com
  30. 30. Zelda Recruitment“What can I say? You guys really do have the gift of the gab. Thank you for the work you havedone. We have been endeavoring to define our corporate positioning for our Website forsome time, and along you come and get us into line. You asked pertinent questions,encouraged us to be truly honest about where we are, showed tremendous understanding foran industry you haven‟t traditionally worked in, and came back with really incisive and excitingcontent that we will use on the Website and in other sales and marketing activities. I don‟thave a lot of time so working with a company that has the global experience and maturity ofSAJE means you get it, do it and deliver exciting work. I am so thankful to SAJE for helpingme move along with something that has been hanging around my neck for so long. I candefinitely recommend SAJE to anyone who wants to progress their company to the next level,especially if you really want to differentiate yourself from the competition. Just be honest withthem, because they are completely trustworthy, and you‟ll get content that exceeds yourexpectations. Thanks to the team at SAJE – I‟ve truly enjoyed working with you.”Zelda YuillManaging DirectorZelda Recruitmenthttp://www.zeldarecruitment.com.au/
  31. 31. Springboard Research"Springboard Research was at the point where we needed to elevate our company onto theglobal stage, but we knew we needed help in adding flair to our company positioning and globalmarketing strategy. We brought in SAJE because of its long experience in helping positioncompanies with a difference and its global experience in defining effective marketing strategies."The first stage was repositioning our company, which we have now completed. SAJE came inand made us take a step back, look at our company critically, think about who we wanted to bein the future, along with the type of company we wanted to be, as well as assess the qualitiesthat we admire in businesses around the world. The result is a new company positioning that isyouthful, vibrant and really captures the core values of what we want Springboard to be now andinto the future."SAJE has a fantastic ability to draw this information out and then come back with compellingcontent that will be the cornerstone of how we position our company and we know it can onlymake us more successful."Chris PerrineCOO & Executive Vice President of Sales & MarketingSpringboard Research (now Forrester Research) www.forrester.com
  32. 32. Appendix 2A Little More Background on SAJE
  33. 33. SAJE - incorporated in Singapore 2006 Our Mission To set the standard of excellence for communication across Asia Pacific. We will always strive to provide exceptional service to our customers. We will always be willing to go the extra mile to meet our customers‟ needs. We will always work with great people and employ or partner with great people, and we will live a life that enables us to smile and laugh as much as possible. We will always aspire to be the best and to be passionate, in everything that we do, always.
  34. 34. Our Values• Truth and honesty • We do stuff differently because• Trust is really important to us – the we‟ve seen how it‟s done and giving and the receiving reckon there‟s a better way• Our word really is our bond • We do not believe in short cuts to• Being the best we can be in success everything we do • We believe that the harder you• We never sell ourselves short work the luckier you get• We‟re never “normal” and we‟re • We don‟t follow the crowd and proud of that have the conviction behind our• We are fair beliefs• Being respectful is important to us • Life and laughter is our priority• We never make promises we won‟t • People are our passion - or can‟t keep humanity
  35. 35. What’s Great About SAJE? • Truly global and local experience • Deep experience in marketing & communication • Honest, hard working, loyal, trustworthy – let us take it off your hands • Creative, ambitious, ingenious and fun • Awesome partner network globally • We never EVER let our customers down • If we don‟t know it, we‟ll learn it and learn it fast • Easy to work with • Hand it over and it will be done • Very VERY passionate • We‟ve been told “we‟re contagious”
  36. 36. We’re Not all Things to all People• Our focus is to help customers‟ better define their story, understand threats and opportunities, train their teams, create compelling, targeted content and take them to market• To deliver seamlessly across the entire GTM spectrum, we partner with other smart, entrepreneurial folk who do what they do brilliantly• Our partners cover the full marketing spectrum, including digital marketing agencies, event companies, professional writers, editors, translators, designers, advertisers, and more• We work with the best to deliver the best
  37. 37. Appendix 3More Detailed Background on our Writing Team
  38. 38. Andrea Edwards - Singapore• Andrea has been a marketing and communications professional for 20 years and her focus with SAJE is to create a life where she can follow her passion – writing• She understands what her clients want to say but also knows how to position it for the audience that receives it. She can pull ideas from 1000s of sources and create compelling and exciting content that really resonates• She easily grasps tricky concepts and if she doesn‟t know something, she learns it quickly, and has broad experience across multiple business sectors, including high- tech/IT, defence, aerospace, travel & tourism, professional services, marketing services, financial services, market research, as well as some consumer experience• Andrea has lived and worked in Australasia, Asia Pacific, the UK, Europe, the Middle East and North America – and has been based in Singapore since 2003• Andrea is a truly gifted communicator and strategist, who adds tremendous value to any team. She‟s the ultimate professional but is also fun to work with AND has exceptionally high standards – especially for herself• Andrea is the central point of contact for The Writers Shop
  39. 39. Creative & Deeply Experienced• A broad understanding of the ICT industry spanning 17 years, along with the ability to present relevant information to each business audience in a language they understand• Expertise includes ICT, professional services, digital media marketing, social media marketing, content strategy, communication, marketing and sales• Vertical sector depth covers financial services, defence, healthcare, government, education, aerospace, travel and tourism, publishing and market research• Andrea‟s strength is in understanding business concepts quickly and finding the real news/angle in the stories – she knows how to write for an audience and capture what‟s interesting• Andrea can get people talking – uncovering the great information executives have “within” and generating great content• She takes existing content & recreates it into various forms to meet multiple content needs, and can capture the essence of presentations and recreate into content• Andrea has also been blogging since 2006 and currently has three active blogs – one n life, one for kids in Singapore and her professional blog – SAJE… Communication. Her blogs are regularly published on digital platforms around the world
  40. 40. Freelance Journalist - Australia• Our freelancer, who can‟t mention his name due to existing publishing agreements, is a senior journalist and commentator with more than 16 years‟ experience in the information technology and telecommunications industries• Currently operating as a freelancer, he writes regularly for a range of newspaper, magazine and online publications• Prior to establishing his freelance business, our experienced writer worked full- time at a leading Australian newspaper, where he was editor of the paper‟s industry-leading weekly IT section• Prior to this, he worked in the United Kingdom for seven years, writing for a range of newspapers and IT industry publications, including The Independent• He has deep knowledge and understanding of the trends and issues within the enterprise technology space, and his writing covers a diverse range of segments including hardware and software, services and mobility• This understanding allows him to clearly explain the importance of new developments and place them in context for a business decision maker audience
  41. 41. Serious Depth & BreadthBusiness and IT• A highly respected journalist with more than 16 years experience• His experience in the IT sector has ranged widely over the years. Current emphasis is on cloud computing and virtualisation - the hottest areas in the industry at the momentOther areas of expertise include:• Mobility: the battle of the platforms (iOS, Android, Windows Phone 7 etc), devices and carriers• Enterprise software: Oracle, SAP, Microsoft, VMWare• Enterprise hardware: Trends in servers and data centres• Networking: Trends and issues in the networking space• Security: The issues faced by business in an online world
  42. 42. Tony Blackie - Australia• The most experienced member of the team, Tony‟s media and communication industry experience commenced in 1972 as a cadet journalist at The Age in Melbourne. Over the next 15 years he was Deputy Editor of the Sun-Herald, Australian Correspondent for The Observer in London, features editor for Marketing Magazine, a contributor to Time and Newsweek, and Author of The Australian Consumers Handbook• He was Director of Information with the Social Security Department and with the Public Service Board in the office of the Prime Minister and Cabinet. Tony was also head of Communications with the ABC overseeing the Corporation‟s PR and communication activities. Tony Moved to London where he was an Account Director with several Public Relations agencies• In 1988 Tony founded Blackie McDonald with partner, Jenny McDonald• During Blackie McDonald‟s 23 years in business the company became a leader in providing communication solutions to organisations as diverse as IBM, PowerTel, EDS, Qantas, Telstra, Symantec Corporation, Lindemans Wines, Medtronic, PA Consulting, MCI WorldCom, Harvey Norman IT
  43. 43. Interesting Facts About Tony• In 2006, Tony took a sabbatical returning to journalism as Editor of Emerging Companies with Business Review Weekly in Australia, a position he held for more than two years. After leaving this full time role, he continued to write freelance for BRW providing a regular column focussing on SMEs• Tony has a certificate in Market Research from University of Technology Sydney, A Post Graduate Diploma in Marketing from Macquarie University and a Masters in Business Management from the Macquarie Graduate School of Management• Tony is currently writing a news and commentary blog focusing on the SME and emerging companies sector. The Blog, Black-watch.com.au, covers innovation, early stage investment, franchising, business development and growth, business performance, government impacts on business and so on
  44. 44. Mark McClure - Japan• 20+ years IT experience in the UK and Asia-Pacific with MNCs in the computer networking, financial services and electronics manufacturing sectors• Cisco CCIE #10814 (the „MBA‟ of IT networking world) from 2002-2008• Maintains two blogs and is active in social media (particularly LinkedIn, Twitter, and Google+)• Personally coached by Mike Stelzner, the „king‟ of b2b white papers and founder of socialmediaexaminer.com• Completed Casey Hibbard‟s 6-month private mentoring program for case study writers• Based in Tokyo, Japan since 1994• Blogged for TechTarget‟s community site: http://technologymarketers.com/TechContentRocket/• Specializes in B2B white papers and case studies for IT Networking vendors, systems integrators and telecommunications companies
  45. 45. Mark’s Expertise is GoldBusiness and IT• 10 Years of regional Network Engineering roles with technical responsibilities for WAN, MAN & LAN solutions in 11 Asia-Pacific countries• Subject Matter Expert: Cisco (CCIE certified) Routing & Switching• IT Infrastructure consultant to multinational electronics components manufacturer‟s locations throughout Asia-Pacific Rim countriesHis expertise includes:• IT Networking case study and white paper specialist to both C-Level buyers / decision makers, and to technical influencers (subject matter experts)• Strong customer interviewing skills (from previous roles as a technical instructor and certified career coach)• 17 years experience of Asia-Pacific peoples, cultures and business practices• Experienced blogger (4 years)
  46. 46. Jenny McDonald - Australia• Jenny‟s career spans 25 years across Australia, Asia Pacific, and the UK• In her early career Jenny was PR Officer for the Hospital Corporation of Australia, Prudential Assurance in Sydney and BBC in London. Jenny founded Blackie McDonald with partner, Tony Blackie, in 1988• Jenny has directed several high profile accounts including Symantec Corp, Lindemans Wines, Medtronic, PA Consulting, Siemens Nixdorf, Adobe, MCI WorldCom, Harvey Norman IT, Egon Zehnder and RSM Bird Cameron• Jenny has also undertaken several in-house communication roles such as: • AP Media & Analyst Relations for US-based Sprint Corporation • Qantas – an IT outsourcing & transformation program • SBS - Australia‟s multicultural broadcaster – managed an employee opinion survey• In 2010 Jenny established Epiphany Communication with the simple tagline of ‘Communication Matters for Results’ – it‟s about the role of professional communication in business strategy• Jenny has a Bachelor of Business – Communication degree, majoring in Journalism & Public Relations, from the Queensland University of Technology
  47. 47. Communication is Jenny’s Business• Jenny lives and breathes communication – and not the „spin doctor‟ type either. Her communication style is all about authenticity, strategy, realism and outcomes• Her specialties are: • Strategic corporate communication, advice and counsel • Leader communication to various stakeholder audiences • Internal communication • Agency management • Mentoring for PR and communication professionals • Editorial services ranging from writing to editing and content management• Jenny also provides highly tailored services for special projects such as: • Executive tours: for foreign executives visiting Australia • New technology rollouts: realistic, uncomplicated communication is essential • When your organisation is in-between PR Managers. Jenny can help • Employee Opinion Surveys: Well planned, managed and executed • Change communication: get the right communication resources around the table in the planning stages, right from the start
  48. 48. Martin Kralik - Malaysia• Martin‟s background combines rigorous training in Asian Studies with 15 years‟ business experience in market research, management consulting and executive education, all targeting the IT industry• He is a published author whose writing has been featured in the World Economic Forum‟s annual Global Information Technology Report, IT-focused business school case studies and vendor-sponsored white papers, as well as Diplomat magazine (UK) and International Technologies and Development Journal• Prior to partnering with SAJE, Martin was Research Director with INSEAD business school‟s centres of excellence in Singapore and Abu Dhabi. In this role, he managed the 2008 ASEAN CIO Leadership Forum in Singapore and co-authored the 2008 ASEAN CIO Leadership Study• Before INSEAD, he worked with IDC as Associate Director, Asia-Pacific Consulting, where he led a global task force consolidating IDC‟s capabilities in research and advisory services focusing on the BRIC markets• A China scholar, English/, Mandarin, Malay and Russian speaker, as well as a certified cross-cultural management trainer, he has lived and worked extensively across Asia, the Middle East and central/eastern Europe
  49. 49. Martin is Very Interesting• Martin‟s professional trajectory has exposed him to world-leading concepts, such as digital economy, digital lifestyles, knowledge economy, outsourcing and e-skills• His research has placed IT literacy within the broader framework of ‟skills for the 21st century‟, drawing public-sector agencies and educational institutions into the IT discussion• Martin‟s prior role with INSEAD has enabled him to infuse marketing messages with cutting-edge ideas generated in academic and entrepreneurial environments, and to employ a vibrant mix of quantitative and qualitative techniques• He has a wealth of experience in packaging ideas into innovative, multi-channel marketing platforms that combine hybrid content (e.g. print advertorials) with events and learning• His experience in the IT industry has ranged from channel research involving retail distributors to focus groups and high-level debates with CXOs and gov‟t ministers• An Asia specialist, Martin has a culturally appropriate mode, style and tone. His media experience includes commentary on live TV & radio, as well as Chinese-language TV acting
  50. 50. Liz Zuliani - Singapore• Liz Zuliani – Liz has a diverse background in digital media and communications; working across large networks, boutique publishing houses and corporate businesses• A finance, business and lifestyle writer with seven years experience in Asia Pacific• She has a background in business productivity and small project management• She began her career writing for the Web & producing microsites at MSN Australia• Now, based in Singapore, she writes for news and finance websites – as well as corporate profiles and brochures for corporate businesses• Liz focuses on web and brochure content, instinctively knowing what the client wants to say, and how the audience wants to hear the message• She has a knack for finding fresh takes on old topics and engaging readers (even when it‟s boring but important)
  51. 51. Liz has Diverse Expertise• Topic specialties • Media/PR, Advertising • Finance • Travel & Lifestyle (including Health) • FMCG • Technology & Consumer Products, Productivity & Training • Liz has also done Mobility policy brochures for an Oil & Gas company, written a brochure on Tax services, not to mention she studied Microbiology at university as well• Liz provides a range of content and editorial services for publishers and businesses, including: • Content Planning and Management • CMS Coaching and Training • Editorial and Social Media Strategy • Website and Intranet Development Consulting
  52. 52. ICT Consultant - Singapore• An experienced industry analyst with more than 15 years behind him, during which he has tracked the global and regional ICT marketplace• This consultant has a deep understanding of how companies use technology and the business issues that define the usage of these technologies• Extensive regional and global experience in the IT industry helps him provide a unique perspective on various activities and dynamics driving the IT enabled business place• He presents his research findings and insights to many players both at vendor‟s internal sessions and industry events• Broad understanding of the marketplace enables him to advise IT vendors on market positioning, segmentation, and crafting messages that will resonate with the clients and broader market (This consultant is employed, and would rather not use his name publicly right now)
  53. 53. Deep & Powerful IT ExperienceBusiness and IT• This ICT consultant has wide ranging experience in the IT sector over the last 15 years, with a key focus on: • IT solutions • Cloud • Mobility • The IT channel partner landscapeHis expertise includes:• Factors driving business value and adoption of virtualization• Mobility: technology enabling mobile workers• Infrastructure adoption in the emerging markets• Unified communications and factors driving its adoption• Modularization of technology (data centers, business solutions, and storage)• Changing landscape and value proposition in the print solutions marketplace
  54. 54. Steve Johnson - Singapore• Steve has more than 18 years experience in technical sales, marketing and strategic development• A rare breed in the technical sales sector, Steve has worked across the world‟s major regions including Europe, the Middle East, the US, Africa and Asia Pacific• Steve has a flair for sales and marketing, for channel and partner loyalty, his presentation skills are second to none, as are his motivational training skills• Steve can build a network of loyal partners and keep them motivated, he can work across all cultures respectfully and gain trust• A resident in Singapore since August 2001, Steve has worked in direct sales, marketing, strategic development and training region-wide, initially landing in Singapore to work with a geosynthetic manufacturer• Steve graduated from The University of Portsmouth with BEng. (Hons) in Engineering Geology and Geotechnics and was immediately an affiliated member of the Institute of Civil Engineers and Geology Society• Steve is currently the commercial director for SAJE
  55. 55. A Rare Talent in His Field• Steve is a unique talent in the technical sales and marketing sector, with a flare for creativity and an understanding of how to reach and influence target audiences• His specific expertise covers: • Technical marketing for highly engineered products • Construction and civil engineering • Environmental concerns, such as storm water management, green roofs, vertical green walls, eco-friendly construction systems, erosion control, etc.. • Geo-environmental products • The energy industry • Construction and architecture • Succeeding in Asia Pacific • Partner and channel communication • Motivational speaking / executive coaching / sales training• Steve recognizes his strength as “identifying what drives the business technically and then telling the story in a way that resonates with consultants, engineers, architects, clients, and specifiers”

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