Our client is a global consulting firm with operations in Europe. Each year it conducts a major piece of global market research from which it develops thought leadership that differentiates it among its customers. Melagrana has provided strategic communication, content development and project management support to our client to achieve its communication objectives.

The challenge

Our client has developed a stellar reputation as a thought leader in macroeconomics and strategic growth. Each year it invests in conducting market research in all major international markets and benchmarks metrics to provide insights on global trends and priorities. The project is seasonal and places significant pressure on the existing marketing and communication team in Europe.

Thanks to our international experience in professional services and our knowledge of trade and macroeconomics, Melagrana was asked to support our client in the development of the communication strategy and the development of all go-to-market and internal communication materials to promote its thought leadership. Melagrana has proudly delivered this project for four years.

Our approach

We developed a robust brand, marketing and communication plan that included the following activation and touch points:

  • Internal communication:
    • Presentations
    • Guides
    • Announcements
    • Webcasts
    • SharePoint sites
    • Knowledge management sites
    • Newsletters
    • User guide
    • Frequently asked questions
  • Social media:
    • Social media cards
    • Animated videos
    • Infographics
  • Client communication:
    • Client conversation starter
    • Client presentations and talking points
    • Webcasts
    • Round tables
    • Sponsored events
  • Digital:
    • Web content
    • Leadership profiles on website and LinkedIn
  • Leadership communication:
    • Authored points of view
    • Talking points
    • Input into press release content

Our solution

On this project Melagrana applies our client’s marketing and communication approach, brand guidelines and templates. We leverage our project management and content creation skills, and ensure that milestones for quality reviews and leadership approvals are met. We engage directly with spokespeople on the project to ensure that we understand their view, and link it to key research data points.

The project duration is usually three to four months, in which time all content is conceptualised, developed, designed and deployed over a further three to four months.

Melagrana also undertakes a survey with the client’s network in various European countries to benchmark ease of deployment and the achievement of communication objectives.

Client benefits

Our client remains a market leader and considers the thought leadership to be a key differentiator of its brand among its chosen market. The client benefits from our experienced and professional team who are able to “plug-and-play” into their project and effectively support their team. We see ourselves as an extension of the client’s team and provide both strategic guidance and hands-on capacity and writing skills to deliver quality outputs worthy of international audiences.

Winner of 2022 IABC Gold Quill Merit Award, Change Communication.
(International Association of Business Communicators)

Winner of 2021 IABC Africa Region Silver Quill Merit Award, Change Communication.
(International Association of Business Communicators, Africa Region)

Melagrana was recognised for excellence in change communication by the International Association of Business Communicators in 2021 and 2022.