Strategic ServicesBrand and CreativeDelivery and Execution

Transforming a Multi-Region Product Marketing Strategy from Concept through to Execution.

Coretex, a long standing partner we've provided significant support over the years, approached SwayTech to support them to reinvigorate their brand, simplify their marketing and develop a robust marketing strategy across regions and verticals.

The Challenge

Operating in multiple regions, they were facing several challenges in their product marketing strategy:

  • Positioning was overly product-oriented, functional and conservative, and didn't reflect the significant, high impact changes that were being undertaken, and the benefits these would bring to customers.
  • Each region had distinct products, regulations, and verticals, making marketing outside of the core brand both complicated and costly.
  • Coretex needed to effectively manage the promotion and rollout of new telematics solutions across different countries, regions and verticals so strong communication and collaboration amongst remote teams and partners was critical.

The Approach

We helped them shift their approach by transforming their brand positioning and messaging, simplifying regional marketing and supporting capability building through:

  • Building a regionally customisable website enabling Coretex to maintain a single global site while easily customising content for the US, Canada, Australia, and New Zealand. All visual assets were updated to reflect the new brand positioning
  • The production of advertising assets for digital marketing campaigns in collaboration with Coretex's in-house team
  • Creative, messaging and design support for Coretex's account-based marketing (ABM) programmes to target key accounts and prospects
  • Collaboration that extended beyond marketing services. SwayTech mentored members of the Coretex team, providing guidance and fostering creative thinking, collaborating on campaign ideas, and enriching the team's experience and knowledge
  • Bringing to life an internal campaign to educate the Coretex team and build excitement around new products. The campaign turned core products into characters that featured in activations and merchandise

I would often lean on the SwayTech team for support. It's easy to only look for deliverables, but the soft side of having a partner and ally you can lean on, bounce ideas off, and occasional vent your frustrations with is incredibly important too.

Kylie Jay, former CMO, Coretex
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