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 marketing arm, to help refresh and tighten up their marketing as a whole and then continue to drive new customer acquisition through campaign activity.
As a starting point, Safe365 needed a solid strategy that pulled from market insights, followed with a comprehensive overhaul of collateral, including new messaging and more effective digital assets, templates and 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 strategist 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. We integrated strategic insight into a sophisticated brand update that played to their strengths, using a modern and thoughtful approach. Brand guidelines detailed brand application which would ensure constancy 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 we optimised all of Safe365’s digital channels. We took the new brand elements across all channels, improving functionality and optimising for new customer acquisition. The updates flowed through to social channels, CRM, EDM and now customer acquisition campaigns to ensure all digital channels not only speak to the right people in the right way, but also work cohesively together as a whole.
The impact
Objective reset Safe365 with a stronger suite of brand assets that is enabling them to continue growing in existing markets and enter new markets. The new brand was tested and is being received positively, proving they’ve never been in a better position to proactively market their life-saving technology product.
Objective is currently partnered with Safe365 across a number of marketing activities including application of the new brand, as well as site functionality and sales funnel optimization, insights and reporting, and 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
References
1Global impact statistics, International Labor Organization (2020); Market sizing, Lloyd’s Register Global SafetyTech Report (2020)