Global Software Corporation Campaign Framework/Strategy Workshop (A Jarther+ Case Study)

Here’s the challenge:

As the covid-driven digitalisation dust settled in late 2021, the broader business conversation shifted from ‘how do we digitally transform’ to ‘how do we extract value from our digital transformation’?

Recognising this shift, a leading multinational software company identified the opportunity to better connect with boards and non-executive directors. But as a primarily IT-oriented brand, they were unsure of the best way to engage with board members. They also lacked the understanding of the target audience to enter the market with conviction. Jarther+ was engaged to help them rapidly develop a plan to engage this new cohort of non-IT digital decision makers.

Here’s our response:

With first-hand experience as a non-executive director (NED), as well as his tenure at KPMG, Jarther understood the challenge faced by those in leadership roles without a specific technical background. Acting on this insight, we introduced the client to AICD’s Company Director magazine, which delivers news and features on legal, economic, and strategic issues that impact boards. 

Jarther+ worked with the Company Director team to develop a program to engage directors at scale, while deepening relationships with specific directors.

Together, they identified the relevant topics and developed a series of six podcast episodes, along with native content for the magazine and a social media strategy. The program also offered an exclusive executive briefing seminar to connect non-executive directors to the client’s SMEs.

More importantly, here are the impacts:

Jarther used his experience in the NED segment to quickly find commonalities between the client’s business objectives, the NED community needs, and the Company Director magazine editorial mission. Working collaboratively meant that the client organisation was able to learn more about the target audience and build a program that had the potential to scale globally.

Talk to Jarther+ about how we can help you identify and connect authentically with new market segments.