Globalization Partners

Challenge

While Globalization Partners had helped establish the industry and was aggressively pushing it forward, the competition has aggressively copied everything from operations to marketing, leading to confusion and misattribution.

Also, due to the infancy of the industry Globalization Partners had been using a single message to reach four distinct audiences: C-Suite, legal, HR and finance. Globalization Partners had been successful based on the newness of their category, despite a universal message to all decision makers.

Strategy

Zozimus began by conducting qualitative and quantitative research with our audiences to uncover the foundational concerns and issues regarding international expansion.

We found that although the desire to successfully expand their business internationally, each participant also viewed these initiative as opportunities to accelerate their own careers. However, each audience group required this higher-order message to be tailored to their unique barriers.

Solution

We used this knowledge to create communications distinctly tailored to each audience. We further created separation by introducing a visual look and feel that was different from the competitors – and unable to be easily copied.