In order to differentiate itself from its competitors, Right Click Capital had to grow its profile with a diverse target audience while still maintaining a unity of brand voice and personality.
We used a three-pronged strategy to establish and promote Right Click Capital’s profile with different target audiences.
The results have been outstanding. Right Click Capital’s thought leadership profile has developed strongly, with at least three quality pieces of media published per month in targeted outlets between founder, investment, and mainstream media. This has facilitated and strengthened stakeholder relationships.
Right Click Capital invests in and champions Australia and New Zealand’s bold and visionary tech founders. The firm supports early-stage founders and their teams, accelerating their growth and success with extensive experience, know-how, and unique global access to the Draper Venture Network. Together, their vision is for portfolio companies to be industry-defining businesses that positively impact the world.
Visit their website for more information.
Right Click Capital’s investor targets are hugely diverse, with different needs and motivations. Alongside this, its tech founder targets have another swathe of completely different needs.
Right Click Capital was looking for a way to differentiate itself from its competitors by hitting the sweet spots of each of its target audience.
Our expertise within the investment sector meant that we already understood the needs and wants of Right Click Capital’s diverse range of investors, which include high net worth individuals, family offices, and institutional investors such as super funds.
We targeted this audience with an appealing evidence-based program of media activity and educational content that engaged and enthused investors.
The Right Click Capital team had a deep understanding of tech founders’ concerns and issues, aside from investment, but this wasn’t necessarily being communicated to the founders.
We supported Right Click Capital’s messaging and tone to demonstrate more clearly this expertise to founders and to create a warm and informal tone engaging to entrepreneurs.