Sigma is one of the largest companies in ”traditional” IT consulting. Through broad expertise and strong local presence, they have built a solid business ever since the mid-1990s, adding large parts of the Swedish business elite to their client list along the way.
But the IT market is changing. What often seemed like rocket science to clients today is experienced more like everyday obstacles. Customized solutions have been replaced by standard systems and IT has met new challenges in mobile solutions, social media, apps and other innovations. Today, Sigma is fighting not only other IT consultants but also a wide range of other companies – from small niche players in app development to giants like Google.
How do you defend your position in such a market? This was ID’s main question when we took on the assignment to update and prepare Sigma for the future.
POSITION: FROM KNOW-IT-ALL TO OUTRIDER
With all the new challenges: Who can honestly say they are an expert, or even better than the others on the market? Instead of beating our chests and name dropping all the tools, methods and models that has Sigma mastered, we chose to focus on the challenge: “We may not know exactly how to solve the problem, but we love to try and to collaborate “.
SMART – A WINNING CONCEPT
ID’s choice to focus on the challenge gave birth to the SMART concept. But what is smart? We never said that Sigma is smarter than others. Rather, we wanted to charge SMART with the meaning that there are always several ways to solve a problem – and that we all had better look for new and different solutions. There is always a smarter solution – and Sigma will go the extra mile to find it.
BRACE THE STAFF
Before we go tell everyone else about our attitude, it is obviously good if we are convinced ourselves. Said and done: we put the CEO on a road show to all of Sigma’s offices. Then we redesigned the offices. Then internal sales training and competition followed suit. In other words: live as you learn!
Sigma’s appearance also got a facelift. A proprietary SMART book inspired new ways of thinking, the web site was redesigned, and then Sigma was ready to hit the market.
CAMP DIGITAL: THE DOWNHILL CHAMPION, SIGMA AND THE KING OF SWEDEN
Most of all, Sigma invested in Camp Digital. It is a recurring event where we present the latest findings in IT in general and in digital communications in particular. The result: full houses in Stockholm and Gothenburg, and second place on Twitter Trending – second only to alpine phenomena and multiple world champion Ingemar Stenmark when he joined a reality show on television, but ahead of the Twitter storm that was unleashed when the royal Swedish sex scandal of the decade began to unfold the same day.
A TELEVISION CHANNEL OF THEIR OWN
We also developed the concept of Sigma TV. Every month, Sigma’s CEO acted anchorman, flying reporter and studio host. The series was produced in-house by Sigma, but built upon a solid format developed in cooperation with ID. Employees could follow it live or on the intranet. The result: high ratings and good reviews.
WE WANT TO GROW! DO YOU WANT TO JOIN US?
The IT industry is changing and also has a high staff turnover. In Sigma’s case, this means an annual recruitment need of 300–400 new consultants. Also here, the SMART concept did trick for a curious and young target group – who doesn’t like a challenge? Social media became the key channel.
NUMBERS CAN BE SMART, TOO
As a listed company, the annual report is an important part of the communication mix. ID developed a new, more magazine-inspired design and content style, where the clients and Sigma’s competence became the main story. This new annual report style was awarded with a nomination for the Swedish Publishing Award for two consecutive years. Smart huh?