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Communication Strategy – business case by bsa Marketing

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Wie wir unserem Kunden NEOS IT Services dabei helfen konnten, mit einer starken Marke und einem klaren, differenzierenden Leistungsversprechen im Markt wahrgenommen zu werden? Die Antworten finden Sie hier.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Communication Strategy – business case by bsa Marketing

  1. 1. making marketing matter. Ganzheitliche Marketing- kommunikation: Markenpositionierung, Strategie und digitale Implementierung für NEOS IT Services communication strategy
  2. 2. communication strategy making marketing matter. Außenwirkung: ein beliebig wirkender Strauß an heterogenen Leistungen. Nun wollte das mittelständische Unter- nehmen neues Wachstum generieren. Klar war: Um im hart umkämpften IT-Markt zu punkten,musste sich Neos wesentlich fokussierter positionieren. Neos IT Services ist ein schnell wach- sendes, international agierendes IT- Unternehmen für anspruchsvolle Business-Lösungen. Wie viele andere Unternehmen in der Wachstumsphase hatte sich das Serviceangebot analog unterschiedlichster Kundenanforde- rungen gebildet. Das Resultat in der challenge
  3. 3. communication strategy making marketing matter. Wie können wir Neos dabei unterstützen, mit einer starken Marke und einem klaren, differenzierenden Leistungsversprechen im Markt wahrgenommen zu werden?
  4. 4. ANALYSE SYSTEMISE IMPLEMENT FOKUS ENTSCHEIDET Eine nachhaltige, wirtschaftlich tragfähige Marke braucht Fokus und ein differenzierendes, kundenzentriertes Werteversprechen. Im Rahmen eines ausführlichen Marken-Workshops und mehreren Einzelgesprächen mit dem C-Level- Management leiteten wir fünf strategische Imperative für die Markenpositionierung ab. Diese unternehmerischen Prämissen dienten als Grundlage für alle weiteren Schritte – von der Kommunikationsstrategie bis zur Implementierung. Brand Follows Business Strategy
  5. 5. ANALYSE SYSTEMISE IMPLEMENT FLAGGE ZEIGEN Vom austauschbaren Angebots-Bauchladen zum differenzierten Leistungsversprechen. Leistungsprofil schärfen Cloud Enablement, Datacenter Automation, Enterprise Solutions, Infrastructure & Hosting, e-Commerce Solutions ... Gut, wenn man das alles kann. Aber für was steht Neos nun wirklich? Welche Leistung ist die spezifische Antwort des Unternehmens auf die komplexen Kundenanforderungen, z. B. in der Reise- und Tourismusbranche?
  6. 6. ANALYSE SYSTEMISE IMPLEMENT KLARE KANTE Vom diffusen Me-Too-Anbieter zur Markenpersönlichkeit mit klarem Profil. Marke positionieren Auf Basis der Unternehmensstrategie und des differenzierten Leistungsprofils ließen sich nun ableiten: Vision Welches ambitionierte Ziel verfolgen wir und welches Kundenbedürfnis treibt uns am meisten an? Werte Was unterscheidet uns in Performance, Haltung und Stil? Mission Welcher spezifische Unternehmenszweck lenkt uns in die richtige Richtung? Markenkern Was ist die Essenz der Neos Brand Story?
  7. 7. ANALYSE SYSTEMISE IMPLEMENT MARKETING MIT FORMAT Statt selbstbezogener One-Way-Communication: moderne kundenzentrierte Editorial-Formate wie z. B. How-to-Stories, Listicles, Experten-Kommentare, etc. MARKETING MIT FORMAT Kriterien der Ziel-gruppen- Segmentierung waren u. a.: Branche, Position, präferierte Business-IT-Themen, Erwar- tungshaltung an die Marke. Zielgruppen- und Content-Strategie Wen adressieren wir künftig? Relevanz schaffen durch die ziel- genaue Platzierung von Botschaften. Die Voraussetzung dafür: Genau zu wissen, mit wem wir es in den Unternehmen zu tun haben. Was interessiert wen? Auf Basis der verschiedenen Interessen, Anforderungen und Pain Points entwickelten wir Metathemen, Sub-Stories und korrelierende Kommunikationsziele mit entsprechenden Kommunikations-KPIs.
  8. 8. ANALYSE SYSTEMISE IMPLEMENT WORAN WIR UNS MESSEN LASSEN Keine Maßnahme ohne Messbarkeit: Definition von KPIs für jede Teilzielgruppe, jeden Kanal und jede Aktivität. Touchpoints identifizieren Costumer Journeys geben Aufschluss, auf welchen Kanälen man welche Zielgruppen effizient erreicht. Das Ergebnis: eine detaillierte Channel-Strategie – mit der Website als zentralem Kommunikations-Hub. Content synergetisch nutzen Durch die Systematisierung von Inhalten und Kanälen entsteht eine synergetische Mehrfachnutzung von Content auf verschiedenen Kanälen. Channel-Strategie
  9. 9. ANALYSE SYSTEMISE IMPLEMENT THE NEOS EXPERIENCE Selbstbewusst, agil, strukturtiert und präzise: uniquer Auftritt im Marktumfeld. Konsequenz statt Kosmetik: Für den neuen Look & Feel von Neos wurden die Markenwerte in verbindliche Designelemente übersetzt. Designstrategie
  10. 10. ANALYSE SYSTEMISE IMPLEMENT NEUE ANTWORTEN STATT NEUER FRAGEN Klar und intuitiv liefert die neue Neos-Webseite nun Antworten auf die Fragen und Bedürfnisse des Marktes. Basierend auf den Erkenntnissen der Markenstrategie und dem Einblick in Nutzer-Interessen leiteten wir eine passgenaue Informationsarchitektur ab. Diese war Grundlage für die Kreation der finalen Unternehmens-Webseite. Informationsarchitektur & Website
  11. 11. communication strategy making marketing matter. Aus Brand Centricity wird Customer Centricity: Neos vollzog im Zuge des Marken- Relaunchs auch den Wandel vom Produkt- zum Kundenfokus. Eine Marke wird erwachsen: Neos IT Services entwickelte sich vom diffus wahrgenommenen IT-Alleskönner zum selbstbewussten Anbieter anspruchsvoller Transaktionslösungen – mit klarem Profil, klarem Leistungsversprechen und klarer, strategisch aufgesetzter Zielgruppenkommunikation. Zielgruppenorientierte, digitale und messbare Kommunikation result
  12. 12. communication strategy making marketing matter. Neos IT Services realisiert maßgeschneiderte IT-Plattformlösungen für Business- Kunden in aller Welt. Von zwei Per- sonen gegründet entwickelte sich das Unternehmen zu einem der international führenden Anbieter für High Transaction Platforms – mit zwei großen Rechenzentren in München bzw. Singapur und über 100 Mitarbeitern in fünf Ländern. — Lisa Davidian Marketingleitung Was mich an bsa besonders überzeugt hat, war die konsequent analytische Vorgehensweise. Jeder einzelne Schritt leitete sich klar aus dem Vorherigen ab.
  13. 13. making marketing matter. making marketing matter. LEISTUNGSSPEKTRUM Markenstrategie & -positionierung Corporate Design Kommunikationsstrategie Digitale Medienproduktion team & partner
  14. 14. making marketing matter. bsa Marketing GmbH making marketing matter. Kapuzinerstraße 9 80337 München © bsa Marketing GmbH, 2019. All rights reserved. Sprechen wir darüber – zum Beispiel in unseren Räumen im Herzen Münchens! Was bewegt Sie aktuell? Tim Sternefeld Geschäftsführer tim.sternefeld@bsa.de + 49 (0) 89 720 169 111 Thomas Escher Head of Strategy thomas.escher@bsa.de + 49 (0) 89 720 169 208

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