A new disruptive start-up backed by tech heavyweights
Tech start-up Maestrano burst on the Australian scene in January 2014 with an aim to be the number one IT resource for Australian SMBs. Simply put, it is the most economical one-stop shop for all cloud-based business applications. Founders Stephane Ibos and Arnaud Lachaume have created a sophisticated yet ‘simple to navigate’ platform to disrupt the traditional IT services model.
Referred by long term Taurus client
After attracting $1 million of funding from a host of Australia’s heavyweights, Maestrano was referred to Taurus for a communications campaign and PR strategy to kick-start their brand building exercise. Maestrano’s leadership team was looking for trustworthy professionals to join them on the growth journey and build a long-term partnership.
TaurusBullseye© strategy set the course from the outset
At the start of every communications campaign, we recommend clients set key messages and the correct positioning to ensure everyone is working towards an agreed and targeted Bullseye. The Taurus team ran two TaurusBullseye© interactive sessions with Maestrano’s management and board to define the story, create a PR approach – complete with messaging. Throughout the TaurusBullseye© integrated approach, Maestrano’s PR strategy was linked to business objectives, ensuring the right activity reached the right audiences at the right time.
Maestrano board and Taurus senior management work as a team
The close relationship and easy communication between the Taurus and Maestrano teams plus alignment on strategy from the outset ensured coverage appeared in all Maestrano’s primary media targets; BRW, Startupsmart, The Australian andCRN. The management team attended one-on-one interviews with key target media across business, startup and technology titles.
Coverage was achieved in The Australian, The Australian Financial Review, The CEO Magazine and online publications SmartCompany, Technology Spectator, The Whir and Specifier’s newsletter. The tone of the coverage was positive and highlighted Maestrano’s relevance in a busy open source marketplace.
These articles successfully told the Maestranostory and introduced the CEO and services to all Tier one target audiences. Messaging focused onMaestrano’s key differentiators of providing a one-stop shop.
Taurus and Maestrano are planning phase 2 of their launch into the Australian marketplace. Next step, the world!
“Taurus was recommended to me by a friend who is a longstanding Taurus client, and they have not disappointed. Sharon and her team are trustworthy, committed, and energetic professionals. Taurus quickly maximised Maestrano’s story in our target media and established relationships with key journalists.”
Ian Buddery, Chairman, Maestrano
TaurusProfile™ focuses on building the CEO brand
The first stage of the strategy was to launchMaestrano by introducing and building the profile of CEO Stephane Ibos using our personal branding expertise TaurusProfile™. We defined the Maestrano story and pitched interviews to a number of technology and business media editors. We then introduced the company and the offering to the Australian media with a funding announcement which was leveraged to help build credibility via a tailored and personal approach to each media outlet.
“Maestrano have seen a strong desire for their service from small and medium businesses following an internal online marketing campaign that saw 350 users sign up in just seven weeks.”