New website and strategic positioning enables FUJIFILM CodeBlue for next phase of growth
To capitalise on the growing demand for ICT and cloud services in New Zealand, FUJIFILM Business Innovation New Zealand strategically invested in expanding its IT services subsidiary, CodeBlue, and partnered with Filament to bring this vision to life.
This case study details how Filament worked closely with the teams at FUJIFILM Business Innovation and CodeBlue to develop a compelling value proposition and a digital experience that showcases their differentiated solutions while distinguishing them in the industry, driving growth and engagement.
About FUJIFILM CodeBlue
FUJIFLM CodeBlue is one of New Zealand’s largest Managed Service Providers (MSPs). Founded in 2004, CodeBlue has been helping businesses across New Zealand get the support, technology and expertise they need to reach their digital transformation goals.
FUJIFLM CodeBlue has over 180 staff, six locations across New Zealand, and two dedicated IT service desk centres. CodeBlue provides Managed IT services, cyber security and cloud services, Modern Workplace, data protection, procurement and vCIO services. The company joined the FUJIFILM Business Innovation family in 2020.
Industry: IT Services Company
Type: Managed Service Provider (MSP) Primary
Offering: Managed IT services
Target Market: SMBs to Large Enterprise in New Zealand
Vendor Channels: Adobe, Citrix, Cloudian, Cofense, Dell, Eaton, ESET, Fortinet, HPE, HP, Jabra, Kaseya, Logitech, Microsoft, SentinelONE, SMX, Ubiquiti, Veeam, VMware
Filament Services Used:
- Go-to-Market Strategy
- Website Design & Development
- Managed Website Support
- HubSpot Services
- Partner Marketing
The Challenge:
Shifting strategy to IT services to fuel growth
The total ICT services market in New Zealand is predicted to reach nearly $5 billion by 2027, according to Venture Research. Cloud computing, including cloud infrastructure, platform and software as a service (SaaS), are predicted to add an additional $3.7 billion in FY27.
To capture more market share of the rapidly-growing demand for ICT and cloud services, FUJIFILM Business Innovation New Zealand made the strategic decision to invest in the expansion of its IT services subsidiary CodeBlue.
A clearly-differentiated value proposition was needed for CodeBlue and, since it’s the most important asset in a marketing mix, a new website was required as a foundation for the growth.
The Engagement:
The Engagement: How FUJIFILM CodeBlue approached us
When FUJIFILM CodeBlue NZ’s Founder and Managing Director mentioned to an acquaintance that scaling up digital marketing and evolving the company’s market presence with a refreshed website was a pain point for him, he was referred to Filament.
After a series of discussions with the Managing Director, as well as with FUJIFILM Business Innovation’s leadership in New Zealand, it was clear there was cultural alignment between the teams, a shared no-nonsense approach to marketing strategy and a willingness to move at the right pace for the business.
Recognising our significant history of supporting IT service providers in the channel and experience with B2B tech website design and development, FUJIFILM CodeBlue appointed Filament.
The Solution:
Designing a custom website that stands out and converts the right prospects
The website design and development project was carefully structured to address the needs of various target audiences, specifically different Ideal Client Profiles (ICPs).
These ICPs have distinct problems or pain points they are looking to resolve, which include:
- Lack of technology strategy
- Not being able to access quality IT services
- Runaway technology costs
- The challenge of managing cyber security risks, and/or
- No disaster recovery plan.
Working closely with the FUJIFILM Business Innovation team and the CodeBlue team, we identified a clear value proposition, understanding the reasons visitors would come to the site, their sources, and the pain points they were experiencing. This allowed us to build a strategic approach that included creating an initial wireframe, helping to outline the type of website content that would most effectively engage these visitors.
To maintain a cohesive brand identity, we also developed a new Website Style Guide to ensure consistent messaging and visual appeal across all web pages.
The Benefit:
A differentiated value proposition with compelling buyer journeys
Our comprehensive website design and development service meant that we delivered all copy, the development of a cohesive visual identity, and the overall UX and UI of the new website. By aligning all these elements, Filament delivered a site that achieves a visually striking design and also provides multiple entry points across various pages, ensuring continuous engagement and nurturing of visitors throughout their journey.
Building on the new value proposition for the company, we wrote fresh, tailored content that clearly communicated the core benefits and solutions offered. Leveraging our SEO expertise, we crafted search-intent-driven copy for each page, guided by thorough SEO research and content clustering strategies. This approach ensured the new site addressed the specific needs of diverse buyer personas, facilitating smoother user journeys while boosting organic traffic.
To accommodate these strategies, we developed a range of new pages that catered to different audiences and buying stages. At the bottom of this case study, you can preview these pages, offering a glimpse into the extensive volume of content crafted for this project.
The Result:
The Result: Enabling FUJIFILM Business Innovation’s strategic shift to services
The outcome is a high-performance website that aligns seamlessly with the company’s strategic vision while supporting customer journeys for how FUJIFILM CodeBlue attracts and converts its clients.
This website design and development project has been pivotal in driving strategic growth, positioning the company as a leader in the industry and a reliable IT services partner for businesses throughout New Zealand.
In conclusion, this case study highlights how a thoughtfully executed website redesign can deliver numerous advantages for a business. It optimises resource use, enhances user engagement through improved UX/UI design, attracts a broad range of customers with a clearly defined value proposition, and strengthens brand presence, paving the way for sustained growth.
