Coralaze Broadcast Media

Home » Portfolio Items » Coralaze Broadcast Media

Screen shot 2013-09-16 at 21.21.01

Coralaze Broadcast Media

Coralaze are a family run business working for blue chip businesses at a global level. They have a unique formula for the way they work and have grown major accounts offering specialist broadcast services around the world. Their MD Karen is a dynamic communicator and driving the business forward.

The Brief
Develop their message to a global blue chip audience. A niche business who have a global reach wanted to differentiate their services from what they market had come to accept as the norm.

The Challenge
Re-defining the market definition – in strategic positioning terms this is perhaps one of the greatest challenges. If you’ve always called it Hoovering why would call it Dysoning? However this was the challenge the Directors faced. So one of our Directors ran a message workshop with two Directors, part way through the day it became clear that their business model was the differentiating element. While competitors transported staff and equipment 1000′s of mile around the globe (leading to inevitable delays and equipment damage) Coralaze’s strategy was to recruit experts in each country, enabling them to offer on-location team, who were locals able to respond and manage a project.

Activity
• Internal director interviews
• Interviewed external clients
• Strategy workshop.

Result
• Identification of key markets for growth
• Development of a 3 year growth plan
• Developed channel marketing plan.