adista
Establish adista as the go-to partner for small and medium-sized businesses in the IT market
#branding #creation #campaignLaunch #leadGeneration #growthHacking
↳ Context
adista, a subsidiary of the Inhérent Group, is a key player in the IT sector, supporting SMEs and local governments throughout France with their technology challenges (connectivity, cloud, collaboration, cybersecurity). The company has made a strategic choice to stand out by staying close to organizations that drive regional vitality and energize French regions. This vision of localized IT service is the cornerstone of their success and has fueled steady growth over the years.
↳ Challenge
In an increasingly consolidated and competitive market, adista needed to reaffirm its uniqueness and commitment to proximity. The challenge is twofold: to increase its brand recognition and strengthen its credibility to speed up growth against dominant legacy players and new dynamic entrants. The goal: to create a strong, distinctive identity that resonates with decision-makers in SMEs and local governments.
↳ Strategy
Our strategic approach revolves around three main pillars:
A "problem-solver" positioning: embodying the role of a solution builder with a relentless focus on efficiency and results-driven culture. This stance helps grow their clients and enhance their performance.
Simplified communication: using a simple, impactful, and direct tone, offering "no-fuss" IT, demystified to save clients time and enhance their efficiency.
Solutions grounded in reality: for every problem, there's a solution, leveraging daily insights gathered from blogs and social networks to address real-life situations faced by leaders and their teams.
Authentic closeness: beyond just claiming geographical proximity, the brand establishes true rapport by tapping into shared cultural references and an easy-going, straightforward dialogue.
↳ Rollout
The strategy has been realized through a new expression territory that profoundly transformed the entire communication ecosystem of Adista:
Complete overhaul of communication materials: website www.adista.fr, newsletters, social media, lead magnets (webinars, white papers), product and solution documentation, trade show presence.
Regional brand awareness campaign: deployment of urban display devices in DOOH in about ten major French cities, display campaign on the most consulted platforms by SME decision-makers and public decision-makers, presence on online radio.
Impactful tactical launch: a standout operation at the Cannes IT & Cybersecurity Meetings, with massive display and DOOH presence throughout the visitors' journey, capturing the attention of potential clients, partners, and competitors.
Growth hacking strategy: implementation of marketing automation scenarios and lead nurturing for all business and product verticals of the group, with the deployment of high-value lead magnets throughout the customer journey.
A highly distinctive campaign that explores all dimensions of the Adista offer, from its local presence, proprietary cloud infrastructure (4th largest host in France), cybersecurity offerings, support for collaboration, connectivity solutions, CSR engagement (especially in data center management), responsiveness, and the quality of its customer service…
