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Case Study


Strategic Marketing Communications

FMI provides strategic marketing communications to help achieve Targus’ goals of increased partner engagement and growth across the region.

Discovery and Consultancy 

Targus approached FMI Agency with a specific commercial/marketing goal in mind for their business and wanted an unbiased, neutral party to help define the “how to” get there.  Intrigued by the project, our team of engagement experts set about discovering how to address this goal. 

Beginning with a consultative approach, we spoke with key stakeholders across the entire Targus EMEA business gaining insight about their sales, marketing and channel partner relationships to build a comprehensive and deep understanding of the business. 

The output of this discovery phase was to create an activity framework with a new commitment to internal and external partners. A series of short, medium and long term marketing deliverables, we were able to break the bigger overall objective into strategic sprints of activity to achieve the goal.   

David Brown Marketing Director, EMEA commented:

“This particular communications project has been on my ‘to do’ list for 2-3 years now but we have never been able to find a creative agency to help Targus make it actually happen. FMI have brought a fresh approach and working in collaboration with a cross-functional Targus team, we have now achieved a set of partner solutions which are being actively used across the global business on a daily basis!”

Designing for Engagement 

FMI developed and designed an overall brand identity and ethos called TARGUS ENGAGE to communicate to partners in all marcoms. FMI acted as the brand guardians providing not just the look and feel but managing its consistent use through the development of brand guidelines.  

Executing Targus Engage 

The FMI team continue to execute and deliver impactful and effective marketing communications within the Targus Engage brand. Working as an extension of their marketing team, our account, development and creative teams support and advise on online and offline marketing communications from partner communication to online gamification and partner nurturing campaigns and rewards, always with the aim of delivering on our original objective. 

Lisa O’Keeffe Head of Marketing Engagement, EMEA commented:

“Targus enjoy a great working relationship with FMI who truly are an extension of our marketing team.  Investing the time to understand our business, FMI celebrate our successes and support us in turning challenges into opportunities. Our account management team at FMI are super-responsive, reassuringly proactive, and fun to work with.”

Engaging and Assessing Performance 

At FMI we are focused on continuing success for our clients, through ongoing assessment and insight of brand engagement we continue to design and deliver engaging marketing communications. For Targus the results are clear. Targus Engage provides the tools and a framework to help achieve Targus’ goals of increased partner engagement and growth across the region.   

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