Vodafone is one of the world’s largest communications companies offering a broad range of products and services to business customers, as well as consumers. OneGTM - our sister agency with whom we share our strategic and planning expertise - have delivered numerous high-profile projects for Vodafone in recent years to support their repositioning as a total communications provider for the enterprise market.
Central to Vodafone’s enterprise marketing strategy is the concept of the ‘Ready Business’. The Ready Business initiative is focused on helping customers understand how communications technology can improve their ability to succeed in an unpredictable and rapidly-changing world. The Ready Business concept is the basis for a broad-ranging go-to-market programme encompassing brand awareness, thought leadership and demand generation activities. Vodafone Netherlands wanted to develop an innovative way of engaging customers around the Ready Business concept.
The newly-built Ready Business Center in Vodafone’s Amsterdam headquarters offers customers a highly-interactive experience, designed to help them explore how to utilise technology to improve their business readiness. Having been impressed by the work they had done on other aspects of the Ready Business programme, Vodafone Netherlands engaged OneGTM to help them create an engaging end-to-end customer experience around the Ready Business Centre.
What was delivered
The first phase of the project was to create a visual identity for the Ready Business Center which could be used to link every element of the customer experience together whilst keeping this in line with the Vodafone brand. OneGTM created a simple, single icon which resembles a target signifying both the centre of ready business and also the fact that Vodafone is at the centre of its customers businesses – ‘our world is being at the centre of yours’.
The next stage of the project was to create a range of tools to support the Ready Business Center experience. These included collateral introducing the Ready Business Center and its benefits, html email templates, presentation materials, customer gifts and an editable post-workshop timeline document to ensure agreed plans are captured and communicated. OneGTM took accountability for the end-to-end delivery of each item including planning, content development, copywriting, creative design and production.
Despite demanding timescales and an evolving requirement OneGTM delivered all elements of the project within the agreed budget and on time. They were also able to suggest enhancements to the toolkit to improve the overall customer experience. The Ready Business Center was launched successfully in April 2015 and already more than 30 customers have visited the centre. The experience has been getting enthusiastic reviews both internally and from customers, resulting in us receiving some great feedback from the client.