Communicating the importance of accurate measurement of 5G

Communicating the importance of accurate measurement of 5G

RootMetrics:
Proving and communicating the importance of 5G measurement to customer, media and political stakeholders

Madano services:

Senior Counsel, Corporate Communications, Public & Regulatory Affairs, Market Research, Sales Support, Media Relations

Challenge

Faced with new entrants using lower cost and less scientific methods for benchmarking mobile network performance, it was critical that RootMetrics built a compelling case for performance data, based on rigorous, empirical testing.

Approach

Madano developed research that interrogated user habit and perception regarding smartphone use and connectivity. We established the imperative that high-value customers attach to “always-on” connectivity and this insight became a critical component of the communications strategy. Outbound marketing and sales used these insights to focus messaging on the value of this audience, plus strategies operators could use for reaching it. External communications were orchestrated to concentrate on 5G data from RootMetrics’ early testing, of particular interest to the core “always-on” segment.

Impact

Madano worked with the team at RootMetrics to hone its materials and messaging, and secured highly valuable opportunities to position this narrative in key mainstream media, as well as important client and political stakeholder discussions.

With Madano’s help, RootMetrics has expanded its core value proposition to seize ownership of network performance in the 5G age, with direct commercial impact in both the UK and US markets.

Securing ZeroAvia’s future as the leader in decarbonising aviation

Securing ZeroAvia’s future as the leader in decarbonising aviation

Securing ZeroAvia’s future as the leader in decarbonising aviation

Madano services:

Public & Regulatory Affairs, Corporate Communications, Media Relations

Challenge

Madano was enlisted to build a coalition of support in the UK for ZeroAvia’s ambition of developing the world’s first commercially viable system for zero-emission aviation. As any major innovation has required public investment and long timescales, ZeroAvia needed to secure the short- and long-term backing of UK Government and influencers in net zero discussions.

Approach

The Madano team helped ZeroAvia bid for UK Government support through stakeholder mapping, relationship-building introductions and counselon official submissions. We also developed a complementary a high-touch media programme to raise awareness among senior industry executives and key stakeholders in order to build a coalition of support for ZeroAvia, its hydrogen-electric approach and the company’s growth plans in the UK.

Impact

Following an initial round of stakeholder engagement, ZeroAvia secured £2.7 million in funding through the ATI / BEIS HyFlyer programme (administered through Innovate UK). Ongoing conversations have ensured Government interest and support, setting the company up well to further develop its hydrogen fuel cell powertrain to propel larger aircraft. The media campaign has resulted in regular, impactful coverage across top-tier media (including The Times, The Today Programme (guest edited by Greta Thunberg), WIRED, Financial Times, The Guardian, Bloomberg and The Telegraph) and recognition as BusinessGreen’s R&D Programme of the Year.