Daktela is a technology company that specializes in providing communication solutions, offering a comprehensive suite of services including VoIP telephony, email, SMS, web chat, and social media integrations. The company's platform is designed to enhance customer service and streamline communication processes for businesses. Daktela emphasizes flexibility and scalability, catering to both small businesses and large enterprises. Its solutions are cloud-based, allowing for easy deployment and management. I had the pleasure of engaging in a broad range of marketing activities in Daktela's freshly created Marketing department. Establishing a strong social media identity and presence was one of the first tasks to tackle in this incredibly dynamically growing tech company. After establishing a content strategy and key messages, production of media ranged from informational to instructional, introducing the company itself as well as specific functions of their flagship software.
As a company aiming to position themselves on the cutting edge of communications technology, Daktela is often active on various trade events. Such presence is always an excellent opportunity to generate authentic content and bring the company closer to its target audience.
Modern technology is often associated with a complicated interface and long pages of documentation to analyse. In an effort to familiarise potential new users with the strengths of Daktela software, an idea for a set of dedicated YouTube Shorts was born. Covering a wide range of topics connected not only to the product, but the industry itself as well, 20 videos were created. I was responsible for planning, set direction during the video shoots and post production of the material.
In an effort to increase brand awareness, we quickly noticed that our marketing strategy would greatly benefit from producing new, captivating case studies. As a global company, Daktela had quite an interesting choice of clients to pick from. In the end, two companies from the United Kingdom were selected. Together with a videographer to share the workload, we set off for a 3 day long trip taking us from London to Nottingham covering not only two detailed client interviews, but refreshing everyone's business photographs as well. We even managed to provide our UK colleagues with a kit of videos starring themselves - to be used in future marketing campaigns for a noticeably more realistic feel that stock video footage could ever provide. All the footage captured, along with specially produced animations, constituted a versatile media pack provided to Daktela UK to be used during events as well as online.
As a continuously expanding global company, Daktela often uses its Czech headquarters as knowledge and logistics support for newly founded offices in other countries. Localising global materials or even utilising the contacts network of the main office can be crucial at the early stages of establishing a presence. With my Polish background and a significant experience in the topic, I was able to assist Daktela Poland in various tasks, ranging from digital marketing campaigns, through print materials to video production.
Daktela Academy started off as a request to create a set of videos to serve as an educational platform for new users of Daktela software. Over the course of a year, I scripted and produced 42 video lessons, at the same time leading the process of shaping the material into a separate, recognisable sub-brand of Daktela. Having undergone several reviews with both target audiences and in-house product specialists, the brand of Daktela Academy was grown and solidified to encompass all of Daktela's training and education purposes while introducing the Daktela Academy Online video course as a permanent learning tool for all new users of Daktela software. Since its publication, the courses attracted over 6000 active users, issued 1300 certifications while the training platform still peaks at over 100 logins daily. People collectively spent over 6 months watching the material. Online students score an average of 88% on certification.
For a company with a complex product range, one training course won't be enough. While Daktela Academy Online met the needs of the end users of the system, a more technical training was required for Daktela's partners, who need to be able to install, set up and adjust the system for Daktela's clients on their own. Daktela Remote onboarding is a comprehensive online video course, consisting of seven large sections split into theory and practice, covering all aspects needed to become fluent in the technical aspects of Daktela software. To cover more learning styles, I added a handy Theory Book and Practice Book to the set, along with ink-saving print versions for the students who dislike reading too much using a screen. For a final touch, we recorded intro and outro videos with the specialist responsible for the onboarding process in order to put a human face on the product and make the technical course more approachable.
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