Building a Kickass Strategy for a Global Enterprise to Break into the ANZ Market
Arming the Coursera for Business team with a brand and content strategy fit for ANZ’s current situation was key.
CASE STUDY OVERVIEW
Coursera – A Global Success Story
Entering the Tough ANZ Market
How to Become Top-of-Mind in a New Playing Field
BlueMelon – Adopting Agility was Key
The Research – New Discoveries and Old Ways
The research confirmed our understanding that the ANZ enterprise market is much smaller than the US, and conducting B2B here is unique from anywhere else in the world. Decision-making in ANZ enterprise businesses doesn’t occur from the top-down, as it does in the hierarchical US. Here we have more of an egalitarian approach. The thoughts of the wider team bear a lot of weight in the decision-making process, so the C-suite executive takes more of a leadership role amongst a ‘buyer-decision committee’. This research was the key to recommending Coursera for Business localise their personas and even reconsider their target audiences for ANZ.
The Brand Strategy Workshop – Aligning Regional Stakeholders
- What was working
- What wasn’t working
- What they believed they should be doing
- What the pain points were coming into the ANZ market
The Content Workshop – Bringing it all Together
- Overall content goal
- Explore the personas’ needs and pain points (considering the need for localisation)
- Define themes and topics
- Explore content types, channels and flavours
Our content recommendations were presented using the Hum, Sing, Shout model to prioritise the campaign (and underlying challenge) which needed to be addressed urgently. So, we were able to present Coursera for Business as the expert on the topic that was already top-of-mind for their ANZ enterprise audience, and then presented the solution to the crisis – Coursera for Business as the go-to learning platform to tackle the skills gap without new hires. BlueMelon armed them with a complete content strategy, content recommendations, and messaging hierarchy to achieve their goals in this new market.