Smith UK Ltd
Ideas Factory NUA,
St Andrews Hill, Norwich, NR2 4SN
Communication Strategy, Corporate and Product Repositioning and Creative Copywriting
Historically, Environmental, Health & Safety (EH&S) software was sold to SMEs at a departmental level. But with cases of corporate manslaughter in the press at the time, we saw an opportunity to engineer a subtle repositioning for our client – helping them change the way they marketed their products.
A new corporate descriptor – 'managing business risk' – summed up the new position – realigning EH&S as an issue relevant to corporate governance and financial management. This took the Camaxys offer from a technical, departmental, product-based software SME marketing down the value chain up the corporate ladder to a board level risk management consultancy. This created clear water between our client and its competition, creating marketing that not only matched its ambition of selling to bigger clients but also helped it reach its objective of maximising 'per sale' revenues.