A complex brand was helped to make its strategic path easier.
Brief
Development of the marketing plan and content strategy for PROEXCA, a public entity focused on promoting the internationalization of Canary Islands–based companies and attracting investment to the archipelago.
Challenge
To create a plan that would serve as a facilitator for an organization with highly diverse, yet interdependent, areas of activity.
Solution
The first phase of the project involved researching and identifying the full brand environment (activity analysis, benchmarking, SWOT analysis…). Once the foundation was in place, we defined a positioning strategy that could secure a solid space for PROEXCA in the market. We then proposed actionable strategic lines to make that positioning a reality.
All strategic work was accompanied by a creative development process, which included crafting the brand’s storytelling — both visually and verbally. The goal was to give PROEXCA a narrative that would decode its positioning for each of the target audiences identified, and to turn it into a content strategy where the website would also act as a key communication asset.
