The Challenge
Mellori Solutions operates in a highly specialised technology sector. They provide market-leading intelligence-based services such as electro-magnetic training and testing, together with specialist talent for Electronic Warfare (EW) systems. This gives them a very specific target audience. Looking to consolidate and grow their market position, they approached us to help strengthen their marketing communications and enhance their overall brand identity – in doing so, improving the way they presented their services to their customers and prospects, both domestically and overseas.
The Strategy
Following a series of workshops and research studies, we identified a compelling platform to help re-position Mellori and develop new messaging around the key benefits of their business offering. The strategy centred on their strongest assets: their people.
At a time of increasing globalisation, another key advantage for Mellori is its position as a proud homegrown company. This enables it to serve the Australian Defence Force with a truly sovereign capability. By developing this point of difference, we were able to create a powerful new positioning in a global and domestic context. The strategic platform? ‘Enhanced Intelligence’.
Enhanced Intelligence
The Creative
Armed with this new positioning, we created specific materials to support Mellori’s presence at the 2019 Avalon Air Show – the biggest military air show in the Southern Hemisphere. Concise and compelling, the language we used in the collateral was based on a clear brand communication strategy, so everything was consistent and clear. The existing assets for the Mellori brand identity were updated to ensure it answered the new strategy and the three pillars of the Mellori business were clearly presented to the world – Testing, Training and Talent.
The Results
The work we’ve done to date has galvanised the Mellori business, providing a strong new direction for staff, clear and consistent messaging for customers, and significantly elevating the professionalism in the way the business is presented to the market.
“The Marketing Clan has ensured our message to the market is on point. They were able to take the information in my head and articulate it, so that everybody is able to know and understand clearly what we do as a company.”
