SaaS Intelligence Marketing at its Best
Client. Safe365 is a digital health and safety system that enables businesses to assess, manage and improve their health and safety performance.
Expertise. Strategy, Planning, Brand Positioning, Branding and Marketing, Brand Voice, Key Messaging, Content Marketing Implementation.
Mission. Strengthen Safe365’s marketing foundation, ripe for new customer acquisition.
Impact. A comprehensive, cohesive brand update that brings Safe365’s story to life, strengthening branding and marketing in a way that accelerates new customer acquisition and drives continued growth.
The objective
Safe365 is transforming the health and safety practices of businesses globally, with a suite of innovative tech solutions and insights that enable stronger leadership, culture and decision making. Founded in Aotearoa, their mission is to help create safer workplaces for Kiwis and people all over the world. With annual worker deaths at 2.7M people, and accidents at 378M1, the masterminds behind this innovative technology want to decrease workplace harm, and quickly. It truly is SaaS intelligence at its best.
8500+ businesses in 40 countries have used Safe365 to improve workplace practices, but this was just the beginning. Safe365 wanted to accelerate expansion to ensure more workplaces were protecting their biggest assets — their people.
But before they could dive into new customer acquisition, Safe365 needed to take a step back and improve their overall brand positioning and communications. They needed a stronger marketing foundation that would allow them to scale and put their best foot forward.
Objective was on-boarded in 2021 as Safe365's outsource marketing team, acting as their dedicated marketing agency in Auckland and globally. The mandate was for our marketing and branding consultant to refresh and tighten up their brand and marketing as a whole, then drive new customer acquisition through campaign and marketing strategy implementation.
As a starting point, Safe365 needed a solid brand and marketing strategy that pulled from market insights, followed by a comprehensive overhaul of collateral i.e. new messaging, more effective digital assets, and branding and marketing resources for their sales team.
Our approach
It was evident that the Safe365 software was one of a kind. It paired innovative technology and humanity together in a way that we hadn’t seen before. It was no surprise they had already gained a strong foothold in the market with a unique disruptive product. However, their brand identity no longer reflected their position in the market, it needed to be modernised and excluded key practical selling points which set their product apart. We also knew that a practical guide for brand application was key to ensure consistency and improve saliency for years to come.
Research and Insights
We pulled together market analytics and made educated assessments on audience targeting. With an experienced marketing and branding consultant at the reins, we confidently worked through who Safe365 should be speaking to and how, in order to most effectively cut through.
Over time, the Objective team have become immersed in our vision, purpose, values and brand as a business, and they have become simply part of our team, fully integrated into our operations.
Nathan Hight, Co-Founder & Director, Safe365
A brand identity refresh
Gone are the days of an identity crisis. As their outsource marketing team, we integrated strategic insight into a sophisticated branding and marketing update that played to their strengths, using a modern and thoughtful approach. Brand guidelines detailed brand application to ensure consistency whilst supporting business growth. As Walt Disney said ‘there’s no magic in magic, it’s all in the details’.
Cut-through messaging
Instead of pitching a ‘solution’, it was important we listened to businesses’ pain points and helped them problem solve, with appropriate, clear language that resonated. Key messages were created to help guide copy and then applied to all assets and collateral, not just to create tonal consistency, but also to educate clearly and concisely.
As a growth business, ensuring our team tells a consistent story in the market is absolutely critical. Objective have added value by redefining our brand and key messaging, equipping the team with the tools to get us out into the market in a consistent, aligned manner.
Nathan Hight, Co-Founder & Director, Safe365
Diving into digital
Being an innovative SaaS technology company, it was critical that Objective, as their Auckland marketing agency, optimised all of Safe365's digital channels across NZ and globally. We implemented the new brand elements across all channels, with full brand marketing implementation improving functionality and optimising for new customer acquisition.
These updates included social media channels, CRM, Email marketing and new customer acquisition campaigns. Our brand and marketing consultants ensured all digital marketing channels not only speak to the right people in the right way, but also work cohesively together as a whole.
The impact
Objective, acting as their outsource marketing team and marketing agency for this NZ-founded brand, reset Safe365 with a stronger suite of brand and marketing assets enabling continued growth in existing markets and entry into new ones. The new brand was tested and received positively, proving they've never been in a better position to proactively market their life-saving technology product.
Objective continues to partner with Safe365 across a range of marketing strategy implementation activities, including brand application, site functionality, sales funnel optimisation, insights and reporting, and targeted marketing acquisition campaigns.
Objective played a key role in supporting launch of new products, such as our Tōtika PreQualification ‘Qualify365’ and have ensured consistent growth of unique website visitation through SEO optimisation and targeted digital ad placements.
Nathan Hight, Co-Founder & Director, Safe365
