Proposition Development | Creative Direction | Campaign Strategy
The Challenge
Giacom's Cybersecurity proposition was heavily vendor-led, making it hard for partners to navigate a complex market or explain the value of multi-layered security to their customers.
The Approach
The Essential, Enhanced, Elite framework was developed by our Cybersecurity product lead, who understood the security landscape better than anyone. I worked closely with her to visualise the thinking, simplify it and shape it into something partners could actually use, translating a complex, solutions-led proposition into clear creative and content. I originated the visual concept, using vertical aerial photography to evoke visibility, oversight and protection, then directed the Cloud Marketing team to carry it through webinars, thought leadership, landing pages and partner communications, focused on what stronger security meant for a customer's growth and retention and a partners business rather than the features underneath it.
The Outcome
Newsletter open rates more than doubled, from 13% to 27%. Webinar registrations rose 460% (235 registrants versus a 2024 average of 42). Organic website visits grew 39%, and the programme contributed to a 40% increase in Cybersecurity sales.
Partners didn't need another vendor pitching security. They needed a way to explain it to their customers in plain terms.
