Seneca is a leading custom computer manufacturer and value-added distributor which fights amongst major global brands for customers, product differentiation, and the need for streamlined operations to protect and grow margins. Seneca had become reactive to both customer demands and competitive threats and needed a marketing approach that could squarely place the customer back at the center of their content and messaging while improving relevancy and speed in responding to customer needs.
The Creative Idea:
Using Customer Insights to define the target audience and illuminate what they considered valuable, a key requirement was brought to light: Seneca’s target customers were far more fluid and comfortable with social media and wanted to interact with the company to solve issues in the field. A content strategy was deployed to establish Seneca’s social media presence with rich features that allowed users to pose questions and open support tickets.
The Content Strategy: