Fone Dynamics CPaaS Messaging

CHALLENGE

Fone Dynamics, a Uniti Group company, wanted to simplify complexity across their CPaaS (Communication Platform as a Service) so they could more accurately and simply communicate key product attributes and benefits in ways that customers could understand.

They also wanted to ensure language was consistent across marketing, sales, operations and customer service.

This meant folding several Uniti Group brands like Easy Inbound, Call Dynamics and 1300 Australia, under the Fone Dynamics brand.

STRATEGIC SOLUTION

Rocket Science led the project using a carefully tailored process:

1. We reviewed all their existing messaging across their sites, marketing and sales collateral for all relevant products
2. We mapped all the current messaging into a series of workshop decks for review and discussion
3. We facilitated sessions with sales, product / technical, marketing and operations leaders to deeply understand every product including the product name and description, the audience it was most relevant to, the problem it solved, competitive differentiators and whether it was a stand-alone or add-on product
4. Once we had all the inputs, we created the strategy that articulated the brand story, the product architecture including categories, products, features and benefits, integrations through to tracking, analytics and reporting capabilities
5. Every product was then broken down into its own story with supporting use cases
6. The executive team then reviewed and fed back on everything until the strategy was approved

OUTCOME

This strategic work then fed directly into the creative brief for the new Fone Dynamics website which Rocket Science wrote and Fone Dynamics designed and built.

The result was much simpler and customer-friendly messaging that differentiated them in market and set their CPaaS offering up for long-term success.