Purpose Proposition Planning Participation Programs
Follow-up ideas and examples for the Cable Center team
August 2023
Founded in 2019, SynimaGroup was created as a collaboration of 3 leading marketing executives to focus on bringing new energy and perspectives to the world of technology with a specific focus on networks, broadband, streaming and wireless - which forms the basis of any communicationsbased technology...which in turn means, well, everything
From IOT, through Blockchain, Artificial Intelligence, SaaS, and all the other ?aaS areas, Security, ECommerce, Social Media, Health Care, Retail, and so on, all are dependent upon network technology and network operators of all kinds as the basis of their service.
But, given that everyone has a basic understanding of the importance of the network, very few people are focused on communicating the purpose, the positioning, and ultimately, the power that the network brings, to peoples, organization and individuals to fundamentally change and accelerate their own and others trajectory for the better.
Simon Sinek has made the "Why" question of primary importance to the success of any venture or organization But too often the conventional direct answer is at best lame or at worst completely demotivating But behind every successful innovation, company, venture or movement there is a purpose This is not always clearly defined or understood but it's power when explained and demonstrated can be awesome It gives employees and participants a completely different way of thinking about what they do every day, and a way of creating context for their families, friends and colleagues. It unites suppliers, organizations and customers to achieve common goals and provides a common perspective for a wide range of points of view
In 2016 it became obvious to the leadership that a different approach was needed to help re-motivate the ARRIS community and communicate a new purpose and meaning based on ARRIS' history and achievements The following case study demonstrates not only the assets that were produced but also the depth and approach of the story-telling Using "Redefining Connectivity" which had been decided upon as a tagline for the company based on positioning and branding research, the team produced a series of low cost simple videos that explained ARRIS history, innovations and contribution to and effect on the world and society in general The ARRIS Story is shown above with the other videos being on the next page.
over a period of a few months, the team that is now SynimaGroup researched, wrote, scripted, filmed, directed, and produced a series of low cost but professionally produced videos that explained ARRIS and Ruckus impact on the society across the world.
The reception for this inevitably was mixed Initially especially with the VR/AR in Healthcare the feedback from some members of the company was "What has that got to do with us?" This gave us an excellent opportunity to explain in detail why this was so important and came down to 3 basic things: increasing bandwidth, lowering latency and jitter, and rebuilding the IP stack to handle modern deterministic protocol requirements in a more structured way ALL of these were research programs, technology developements and product programs in which ARRIS was already investing Once this was explained and clarified this ended up driving greater collaboration between organizations, a far greater awareness of ARRIS achievements and innovation and as one engineer said it "I can now go home and have a meaningful conversation about what I am doing every day which I have not really been able to do for 20 years!"
Please click on the selected icon to play the video WWW.SYNIMAGROUP.COM
Brand, Proposition and Differentiation are words that in most technology companies are associated with a single product or solution "Brand" is also associated with "something only the richest companies can do" and with large agencies charging millions of dollars to do something that seems absolutely selfevident.
Brand is not about taglines, colors, or logos. It is a reflection of your proposition to the marketplace, customers, clients, and partners and also your values as an organization.
A clear strategy and focused, consistent, targeted communication of proposition, differentiation, and values are essential to the growth, success, and value of an organization's brand.
From this........
To this
Pricer, a Swedish retail technology company, had previously, somewhat organically, developed a logo and tagline that were the meanings of the symbology and the words were diametrically opposed
As part of a multi-year strategic marketing plan and Fractional CMO engagement, SynimaGroup were asked to take on a full brand evaluation to develop a new more "professional and tech-based" brand and then roll this out and deliver it eliminating the old logo and ultimately bringing greater and clearer relevance to customers and prospects in their chosen market segment
Through a series of studies, involving employees, customers, and partners and also evaluating all key competitors, SynimaGroup delivered a completely new branding approach (see above) which was quickly and universally adopted by the organization and has successfully signaled a complete revitalization of the company During this period, the company doubled its revenue with the CEO Magnus Larsson stating that " we have achieved excellent results and you have directly contributed to that success!"
Additional Examples:
Phoenix Tower International
SynimaGroup conducted a full rebranding program that brought structure, consistency and a systematic approach to the use and development of the Phoenix Tower brand usage
The members of SynimaGroup developed and produced a comprehensive set of solutions programs for ARRIS to unify many different products and technologies. The objective was to present an overall strategy that customers could buy into while showing flexibility and investment protection
Planning:
While we may not entirely agree with the famous saying of a great leader, planning within Marketing is always essential in aligning goals and resources with those of the organization as a whole
However, the similar saying that "plans never survive contact with the enemy " is really the daily test of the quality of leadership in Marketing and its ability to adapt, adjust and tune the execution of the plans to meet the strategic and tactical goals of the organization in an everchanging market
AI based systems are also changing the landscape for Marketing execution and implementation. How can you leverage not only ChatGPT but also Smartly.io, Emplifi io, DeepL, Seventh Sense and many, many others?
With decades of CMO experience across companies at every stage, SynimaGroup can bring true Fractional CMO experience and proven success in Marketing leadership to your organization by:
Developing strategy, campaigns, events, communications and events
Optimizing of the program, marketing and sales interfaces to drive leads, revenue and margin
Clarifying, updating and refreshing your brand and messaging Organization and partnership optimization, upskilling and focus Effective agency and resource management
As well as motivation, clarity and management to your existing and new resources
All of these are delivered based on clear measurement and KPIs and without all of the overheads of a traditional hired CMO
The Current Challenge: How to leverage AI?
AI based systems are making the execution of some tasks faster, more accurate, and more measurable than ever before. But they can also be a huge distraction. Key to avoiding the possible pitfalls are:
deep understanding of the core requirements of Marketing execution planning focused on outcomes not techniques proven experience in adaptation, implementation and execution, using proven and new innovative technologies side by side
There are many different systems for torturing your employees, prospects and customers through the form know as Webinars. But as we all found during the COVID pandemic, it is not the technology that is important (unless it does not work) but the format, the content and the speakers that drive engagement and value
SynimaGroup has worked with many companies to bring exciting, engaging and valued webinars and meeting sessions to fruition using a set of specialized technologies, back end production and moderation along with careful prep and rehearsal. All of this can be achieved at a modest price and does not need a large crew to manage and therefore can be achieved at modest price which can also include polls, surveys and direct input
SynimaGroup uses advanced technology to be able to simultaneously broadcast t multiple destinations and allow the use of a brand range of platforms (see above).
SynimaGroup's experience with TEDx techniques and format and broadcasting requirements means excellent prep, and increased engagement and attention
We offer customized webinars, along with prep, hosting, moderation, production and content tuning to maximize impact and engagement
All of this experience and technology ca also be used for sophisticated video capture for off-line videos for LinkedIn, Facebook, Instagram and Youtube and can then be combined with additional editiung and production where necessary.
A moderated, produced approach to the Webinar
As discussed at the meeting in Stamford on xxx, SynimaGroup has both US and European presence and is happy to support and bring innovative ideas to the launch of the CableCenter Intrapreneurship program in countries that can take advantage of English language programs such as the UK, Sweden, Norway, Netherlands, Belgium and Germany
This concept needs to be further developed to estimate costs, timing and requirements as well as gaining an understanding of the program itself.
SynimaGroup would be pleased to organize or participate in follow up discussions to further develop these plans
It was such a pleasure to see you and Camilla in Stamford the other week. I hope we get to talk again very soon
I hope this ebook is helpful in generating some ideas of the kind of activities and campaigns that SynimaGroup can do
The main contribution that I believe SynimaGroup can provide is to bring strategic marketing leadership providing mentorship, strategy and planning to the Cable Center and especially the current Marketing team and agency relationships as well as specific help with the Intrapreneurship program which looks really interesting and very relevant to organizations both within and outside the industry
Also should you need any help or assistance with planning for your executive meetings and 2024 planning we would of course be very happy to help with any perspective, ideas or plans
All the very best and I look forward to hearing from you soon
Duncan Duncan Potter Founder/Partner, Synima Group duncan potter@synimagroup com(203) 297-3129
As a final thought, SynimaGroup would like to offer a discovery session with the key CableCenter team which would involve:
Face to face discovery and brainstorming session covering development of new messaging, purpose, training/webinars and expansion of Entrepreneur Program into English language capable countries
Deliverables: Presentation or ebook record of discussions and conclusions also including recommendations and proposal for follow-up program structure
List price:: $5,000 plus expenses - this could of course be discounted or offset against other future activities based on further discussions.