Based in Colorado, Maxar Technologies was developed as the principal company that would eventually absorb four top brands in the commercial space technology industry: SSL, MDA, DigitalGlobe, and Radiant. Before the merger officially took place at the end of 2017, Maxar’s marketing director wanted to gauge various stakeholders’ perceptions of the brands and provide tailored information that would help ensure the process proceeded smoothly. For that, the company turned to Refactored.
Mapping the Bigger Picture
Our team conducted market insight and strategy research—particularly in regard to the corporate website—to help each brand’s audience adapt to the merger. We talked with the web and marketing teams from each brand to help ensure that Maxar could maintain the status quo while determining which messages were vital to retain from or craft for each brand. This process included identifying which pieces of each brand’s story were most important, evaluating their social media presences and web content, and studying competitors to help establish Maxar’s positioning in the industry.