Collective Intelligence

In a nutshell

Collective Intelligence is a unique, professional development business, with an innovative, collaborative model.  Ambitious to support more members around the country, Collective Intelligence wanted a marketing partner that could help them tell the story to wider audiences. GoodSense worked with the team to establish brand messaging and a framework for ongoing marketing communications.

What was needed

Collective Intelligence is a unique, professional development business, operating throughout Aotearoa from its Feilding head office and a Certified BCorp.  The innovative, collaborative model and focus on supporting members to develop emotional intelligence, rather than on traditional management skills, made it hard to articulate the value proposition. Ambitious to support more members around the country, Collective Intelligence wanted a marketing partner that could help them tell the story to wider audiences.

How GoodSense helped

GoodSense began by working with Collective Intelligence to develop a clear brand strategy and value proposition. Our collaborative workshop process blended the Collective Intelligence team’s knowledge of their service and their customers with our marketing expertise. The brand and value proposition was then written into a short set of brand messages, including a new tagline.

The messaging aims to convey both the idea of a new style of soft-skills professional development and a sense of the collective process.   The messaging also carries an implicit wero, a challenge to the reader; members need to be ready and willing to step up.

Implementation of the brand strategy and new messaging comprised a number of components:

• A further collaborative process to co-develop, with Collective Intelligence, content and channel strategy, and a marketing communications plan, outlining how the strategy is executed
• Copy and project management of a website refresh, to bring the new brand messaging to life
• Set up and updates of communications channels including social media pages, including a LinkedIn company page, and e-newsletter
• Co-creation of an event strategy, the Collective Conversations series, that builds the brand
• Co-creation of digital marketing content to tell the stories
• Support to recruit a marketing manager to execute the communications plan
• Support through coaching of the Chief Executive and the marketing manager to implement the marketing plan and brand strategy

What this has meant for Collective Intelligence

Over just four months, GoodSense helped Collective Intelligence build momentum across its social channels and to increase reach to its target audiences.

The new blog series from Collective Intelligence founder, Ian Harvey (Harv), promoted in the company’s e-newsletter and on social media pages, is now one of the most visited pages in the website. This encourages traffic to the site and encourages further engagement.

In-house content innovations, such as Harv’s new ‘Stuff that matters now’ podcasts, have a home in a planned content and communications programme which means the work that goes into producing them has a bigger impact.

Reach and, it seems awareness, is growing and there are now key strategies in place that are attracting new member sign-ups.

Crucially, the current membership base have been kept onside during this transition and given a new, clear way to summarise the benefits of Collective Intelligence to their own networks.

“When we started the journey with Goodsense, it was a bit of blur, as we had never done any marketing and we were very green. However, their patience was gold and we slowly gathered momentum.  Ten months on we have gained some skills of our own, and confidence to try to tell our stories consistently. 

The GoodSense model means we got a chance to work with a wide range of professionals within their stable, which was magic. Importantly we have not become reliant on their guidance, but rather have been able to build our own capacity to move forward. This is a very good indicator of their work.”

– Ian Harvey (Harv), Founder and Director, Collective Intelligence