channel.net.au
The Channel Group is an Australian leadership and communication practice that specialises in corporate coaching, development and consultancy solutions.
The Business Challenge
In light of increasing demand for digitally-led consulting solutions, the business objective was to transform the business and make it scalable. The goal was to grow beyond the one-on-one consultation model and leverage digital training solutions that would enable the practice to provide services on a much larger scale.
From a copywriting perspective, the brand positioning needed to be revisited and reframed to clarify the core offering of the practice. The copy of the website needed to be updated to accurately reflect the brand voice, brand personality and visual language.
The core idea was to clearly convey the business advantage of investing in the services the brand offered, as well as communicating the benefits of digitally-led learning solutions.
Crafting the brand’s social media presence
Given the nature of the practice and it’s audience, LinkedIn was the social media channel of choice to promote the brand and its offerings. The content plan included rotating pillars that focused on services, opinion pieces to establish thought-leadership and branded communication that focused on need creation.
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PAUL mcnally 