THE BUSINESS CHALLENGE
CAE was at an inflection point:
- AI has introduced a new competitive influence on CAE’s business
- Internally CAE is re-thinking positioning as a networking company with a foundation on sensor and radio solutions
- Simultaneously, there is a need to develop a steady stream of customer prospects who are aware of CAE and will keep us in ‘the batter’s box’ for their next need.
- Recognizing that buyer shop before they call, it was time to take the CAE web property to the next level.
The Strategy
Broaden CAE’s market position to incorporate networking and data solutions to our brand storytelling.
Set up a constant market presence to keep CAE top of mind with customers and easily discoverable by prospects unaware of us.
Create a steady stream of opportunities to nurture relationships.
The Tactics
Build on the research, brand strategy and messaging completed in 2023Q1
Refresh 2023 strategy/messaging to reflect advent of AI
Create a contemporary visual identity
Design and build a search-optimized website of limited depth, but with capacity to extend content easily.
Plan and execute a Go-To-Market lead generation cadence.
The Results
Powerful, differentiating positioning and rich, compelling visual experience for use across website, sales and marketing materials.
Contemporary, visually dynamic, phase I website design and development elevated online presence and positioned CAE for growth.
Defined GTM strategy to meet short and long-term business goals and KPIs.
MEDIA/COMMS PLAN Define launch campaign strategy, tactics and execution roadmap, aligning all communications, marketing, social media, and web content.
Deliverables
- Brand Strategy
- Bold, differentiated messaging
- Powerful visual identity system
- Web design, content & development.