Taurus drives start-up Maestrano's launch, growth strategy, PR and personal branding
A new disruptive start-up backed by tech heavyweights
Tech Innovation
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
Major Investment Backing
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.
Taurus Bullseye™ strategy set the course from the outset
From 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.
“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
The Taurus team ran two Taurus Bullseye™ interactive sessions with Maestrano’s management and board to refine a PR approach – complete with messaging. Through the Taurus Bullseye™ integrated approach, Maestrano’s PR strategy was linked to the business objectives, ensuring the right activity reached the right audiences at the right time.
Taurus Profile™ focuses on building the CEO brand
Strategic CEO Positioning
The first stage of the strategy was to launch Maestrano by introducing and building the profile of CEO Stephane Ibos via our personal branding service Taurus Profile™. 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 board and Taurus senior management work as a team
Comprehensive Media Coverage
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 and CRN. The management team attended three one-on-one interviews with key target media across business, start up 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.
Key Media Coverage Highlights
StartupSmart: “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.”
Technology Spectator: “According to co-founder and CEO Stephane Ibos, access to cloud services is a major headache for many businesses and there was an opportunity in the market for a cost effective integrated business application.”
The tone of the coverage was positive and highlighted Maestrano’s relevance in a busy open source marketplace.
These articles successfully told the Maestrano story and introduced the CEO and services to all Tier one target audiences. Messaging focused on Maestrano’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!
What Taurus did for Maestrano
- Taurus Bullseye™ marketing strategy
- PR strategy
- Launch PR
- Media relations
- Taurus Profile™
- Strategic introductions
- Investor relations
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