Message Analysis: Avanade
As its business grew, this global technology company needed to refresh its messages to take advantage of new sales opportunities
Avanade is the leading technology integrator specializing in the Microsoft enterprise platform. Beale Communications developed core messages for Avanade’s global launch in 2000 based largely on the heritage of its founders. By 2004, double-digit growth had propelled Avanade into a larger market space, bringing new competitors, new prospective customers, and new staff in key positions. Avanade needed to update its selling messages and rally its employees around a consistent message approach.
After analyzing the IT consulting market, Beale Communications developed a Competitive Message Assessment that enabled Avanade to differentiate the language and tone of its messages. Professionals and customers worldwide were interviewed to assemble a message framework that was tested and refined with executive leadership teams globally.
The resulting Core Message Platform was rolled out to employees in a web-based Message Toolkit. The message platform was illustrated with a flash movie detailing the message strategy and highlighting the technology assets that supported each core message.
"The messaging from Beale Communications is the bridge between where we are today and where we're going, where we want to be."
Richard O'Reilly
Global Communications Director
Avanade