Initially focussing exclusively on their investors as a primary audience, Attacq realised that they were not deliberately targeting their actual clients: tenants and consumers in the various retail spaces. This led to a disconnect between the company and its primary audience.
As the business scaled in both complexity and capacity, there appeared to be an increasingly siloed approach between the different departments. This inevitably led to diminished client experience and a potential future downward curve in sales.
KRAFT designsmiths™ assisted the Attacq executive team in pivoting communications to target Attacq’s clients, by developing a tailored brand narrative and refreshing the corporate identity to fully support the renewed communications strategy. Additionally, KRAFT desgnsmiths™ designed an extensive client experience development program, specifically tailored to integrate the sales, marketing and operational efforts of the Attacq team.
The refreshed visual language and accompanying communication collateral now speak to both the purpose and identity of Attacq, as well as to their specific target audience.
Concentrated communication drives were designed and deployed that specifically illuminate focus areas in the business, including product launches and social impact awareness campaigns.
These changes resulted not only in the internal alignment of the Attacq executive, marketing and sales teams but also in a renewed interest in the property assets from the designated target audience.
Additionally, the effort gave rise to a fresh approach in the sales and customer relationship management focusses, the rebranding and positioning of The Attacq Foundation, as well as an initiative to roll out similarly bespoke brand strategies to all the Attacq subsidiaries on a national level.
Whether it is through the live activations of the community campaigns or the from-the-ground-up growth of the social media channels, business growth through an improved experience and increased engagement is inevitable.
