A community endeavour
The Moment: A Global HR Tech platform needs a strategy to harness community to drive growth in the UK (a new market)
The Impact: alignment across EMEA & Global marketing behind an a bold approach that's backed up with a plan
The Scoping.
Community is a hot topic, but it takes commitment.
The impact of community is clear, but what’s often not acknowledged is how hard community is to achieve.
In running external and internal in depth interviews with stakeholders and customers, it became clear that the challenge was one of commitment: to get global and regional leadership fully behind a plan.
And to achieve this, it needed to speak to the interests and priorities of different stakeholders.
The Thinking.
Balancing a global operation with local activation.
To impactful, community needed to be executed as a regional-first initiative. But to be possible, it needed to leverage centralised strategy and resources.
We designed a community strategy around audience strategy. To leverage global resources to reach platform users, while taking a regional-specific approach to explore a new way to reach buyers.
The Doing.
Getting the right people behind a plan, without diluting the ambition.
I workshopped the strategy with those responsible for strategy and execution (inc. in collaboration with their event agency partner) at both a global and uk-level, to ensure ownership and alignment at both levels.
We developed the activation plan in line with internal marketing planning, so the strategy could roll seamlessly into execution in 2026.