Proximity Communications - Comms, Unified

IT solutions and services provider Proximity Communications, established following the merger of Applinet and Unified Group, needed a go-to-market strategy and proposition to communicate its newly combined expertise; portfolio, and vision. 

Developing a compelling story that would differentiate Proximity from a crowded marketplace and ensuring it could be easily adopted and re-told by the whole company, was essential.

Engaging with Cohesive
Facilitating a communications workshop with Proximity’s senior management team, Cohesive directed a series of conversations about the company; its people; strengths; weaknesses; attributes; opportunities, and aspirations.

The structure of the workshop was designed to provide Cohesive with a comprehensive understanding of the organisation and its capabilities, and ensure absolute integrity in the resulting proposition and messages. 

Using this information, and applying its deep understanding of the IT industry, and marketing and PR expertise, Cohesive undertook a series of internal thinking and ideas sessions, drilling down into the key strengths, attributes, and opportunities. 

From this evolved Proximity’s ‘sweet spot’ – the foundation for a proposition, elevator pitch, and key messages.

Presenting back to Proximity three initial propositions, based on ‘what we do and how we do it’, their feedback was applied and a final version, complete with messaging, was approved. 

What we do:	‘Communications, Unified’
How we do it:	‘Six Degrees of Unity; define; optimise; integrate; consolidate; manage; evolve’
Tagline:	‘Closer through technology’

The outcome
Proximity Communications has a proposition that it believes in, and which appeals to its partners, customers, and the media.  The sales team has a focus and structure that guides customers through its services and solutions, and consistency throughout supporting collateral and marketing activities.

Proximity now has its own identity, which not only makes it stand out from the crowd, but also has integrity, longevity, and relevance.