Nokia’s goal is to connect the world — and to shape industry attitudes on emerging topics like 5G with clear, high-impact marketing communications. Ascribe helped the telecoms giant plan and launch a campaign featuring dozens of deliverables to educate network service providers about the impact 5G will have on their operations.

How Ascribe helped

Nokia is a global telecommunications company that sells fixed and mobile networking equipment and solutions to communications service providers (CSPs), large enterprises and governments. In 2020, it mounted a campaign to help CSPs understand how their internal operations needed to evolve to deliver 5G services. The challenge would be to communicate complex and novel concepts in clear, compelling ways — and to set Nokia apart as a thought leader in this space.

Ascribe helped by defining storytelling/thematic approaches for the campaign, centred around four key themes most relevant to CSPs: agility, cost, quality and trust. That step also included a detailed content plan, mapping out the development of multiple assets under those four themes. Next, we interviewed Nokia experts around the world to isolate compelling story angles and key details, then wrote the full suite of content: landing pages, blogs, e-books, infographics, use cases, Q&A-style factsheets and direct emails for all four themes. We also produced an overarching campaign landing page, e-book and web banners — for more than 30 deliverables in total.

Later that year, we expanded the campaign into the “selection” phase of the customer journey, writing brochures, case studies and promotional emails to spotlight nearly a dozen Nokia solutions CSPs could use to deliver across the four themes.

To meet Nokia’s ambitious timelines, we established a phased schedule and engaged our entire writing team to advance all four themes in a concerted way. Each theme began with a piece of “anchor” content that became the basis for the other derivatives, providing a solid foundation for quick work. Because each theme was assigned to different Nokia experts, we had to bring editorial diligence to ensure the campaign overall was coherent, with well aligned messaging, voice and style. Good process and production management allowed us to meet all milestones successfully and support the client from start to finish.

Nokia2

Deliverable: Marketing campaign

Our process:

  • Facilitated session with Nokia 5G team leaders
  • Campaign theme/concept development
  • Content/editorial planning
  • Content-gathering interviews with subject-matter experts
  • Structural approaches and content outlines for individual deliverables
  • Writing, editing and revisions

Learn more about how we can help you with your marketing campaigns!

Learn more

Continue Reading

Cihi2
Canadian Institute for Health Information copyediting
The Canadian Institute for Health Information (CIHI) collects, analyzes and shares comparable and actionable data that supports health-care system improvement across Canada. To help achieve its mission, the organization turned to Ascribe to ensure its written materials were accurate, clear and free of errors.
Unhcr
UNHCR cash-based interventions video script
The United Nations High Commissioner for Refugees (UNHCR) helps and protects the rights of refugees across the globe. That includes in Yemen, where a long-running civil war has made millions of people refugees in their own country. Ascribe was called on to draft the script for a video that would support UNHCR’s important work.
CPAC 1
Canadian Partnership Against Cancer messaging script
A messaging script serves as the foundation for an organization’s external communications. When the Canadian Partnership Against Cancer needed to update and expand its corporate narrative to better tell its story to partners, funders and staff, Ascribe was ready to help every step of the way.
RCM
Royal Canadian Mint coin catalogues
The Royal Canadian Mint produces some of the world’s most beautiful coins, which it promotes to collectors through a variety of high-quality marketing materials. Ascribe has established an on-call relationship with the Mint that includes copyediting and proofreading its marketing brochures and catalogues.
Ccsa
CCSA Issues of Substance event coverage
The 2021 Issues of Substance conference was attended by more than 750 online participants. To help the key themes and takeaways reach even more people, the Canadian Centre on Substance Use and Addiction (CCSA) asked Ascribe to attend the virtual event, take detailed notes and write an easy-to-read summary report.
Boldyn
Boldyn Networks website
Bringing together six companies under a unified brand identity, Boldyn Networks needed a website that reflected its position as one of the world’s largest network infrastructure providers — and differentiated itself from its legacy business. It called on the Ascribe team to craft the content for dozens of pages capturing its new bold and dynamic tone of voice.
Ccsa annual
CCSA 2022–2023 annual report
Ascribe has led the development of the Canadian Centre on Substance Use and Addiction (CCSA) annual report since 2006. In 2022–2023, the organization’s CEO retired after more than 15 years in the role — so we worked closely with CCSA’s leadership and communications teams to deliver a report that told a compelling story while reflecting the incoming CEO’s vision for the future.
arrow
arrow