Chorus has a unique position in the broadband ecosystem as a network operator and wholesale service provider to the industry, yet does not actually sell broadband plans or products to consumers. Therefore the organisation sees itself as an independent provider of information to ensure consumers are educated about their broadband options, so all New Zealanders have the opportunity to get the best Internet possible.
With numerous audiences and channels to consider, it was becoming difficult for the marketing team to co-ordinate content and provide consistent messaging across the organisation. In 2018 we were invited to present a new content strategy for the business that aligned the consumer teams around shared personas. This led to the acceptance of an annual calendar of content to supplement other ATL and brand activity. Within weeks we were able to measure and demonstrate a significant uptake in the persona-focused content including weekly blogs and a video series we developed for social engagement (in collaboration with an existing supplier). The quality of our work led to us being introduced to the SME team where we were invited to develop a new content strategy to support the launch of new products and services for SME business owners. We provided the strategic thinking, wireframes and copy for new website pages and once again we were engaged to produce a regular cadence of persona-focused blogs to deliver helpful content to SME business owners.