Ngage is a business-led, not-for-profit economic development company based in Buckinghamshire which specialises in delivering targeted programmes of support to businesses across the UK.
Ngage are specialists in providing grant-funded projects, business advice and networking opportunities to their clients. Their particular expertise is in leveraging match-funded investment to support sustainable economic growth and improved commercial performance.
Ngage creates business support programmes to strengthen local economies. They’re passionate about economic development, and help SME businesses to become greener, leaner and faster growing through targeted state and private investment. Their projects tackle roadblocks, inspire best practice, support talent and generate growth.
The organisation engaged Yellowyoyo to help define a new brand engagement strategy. Particular emphasis was to be on refreshed brand messaging for their website and other collateral. This would enable them to position themselves successfully in order to pitch for contracts in a new government funding landscape.
The key deliverables required were as follows:
• To review business opportunities and existing audience insights
• To identify audience needs, goals, questions, concerns and pain points
• The defining of key messages to deliver solutions and create a streamlined customer journey
• The delivery of a proposed framework for the website sitemap
These were developed by utilising a series of processes alongside the senior management team that enabled us to collectively refine the Ngage approach to brand communication.
We really enjoyed the collaborative and immersive process that Yellowyoyo guided us through and were delighted with the innovative output which totally refreshed the way we described what we do, how we do it and why to our customers.Philippa Batting, CEO – Ngage Solutions
Following a period of research that analysed and produced fresh insights regarding their customers, their competitors, and their marketplace we held our Brand Engagement Workshop with the senior management team.
This workshop is designed to initiate the process of developing the narrative which describes the new brand purpose, the services offered and the core customer personas. We also explore and define the brand story which wraps around everything and creates the emotional connection to the customer.
This created the ammunition from which we developed the new brand messaging, which in turn formed the basis of all ongoing marketing and promotion.
The workshop also allowed us to develop customer journeys for each persona highlighting the key touch points on those journeys and the activity and collateral to support and encourage the customer throughout.
The final deliverable was an outline architecture for the new website which would optimise its effectiveness.
The objective is to describe why Ngage does what it does, what they do, who they do it for and how, including success stories. The essential outcome was that the website should play a leading role as part of an effective lead generation process.
Their ability to go above and beyond for their clients is incredible
KRISTIAN MACKIE / INNOVATION HUB MANAGER AT MK:U
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