1. Brand-Level Message
This is the overarching message that sits above all three segments. It captures what Writemedia is and does at the simplest level.
Not a tagline. These are working messages for internal alignment and content creation, not polished marketing slogans. They define what we say, and the voice/tone guidelines define how we say it.
2. Segment Messages
Each segment has a primary message, three supporting messages, and proof points. The primary message is the single most important thing to communicate. Supporting messages add depth.
Gambia Development Sector
Audience: Government ministries, commissions, agencies, NGOs, development organisations in The Gambia
Primary message
Supporting messages
| Message | When to use |
|---|---|
| Your project stays in The Gambia. Our team is here. The work happens here. The investment benefits the local economy, and you have local support after delivery. | When competing against international firms who would outsource offshore |
| Proven capability from international projects. We've built complex systems for demanding clients in the UK and beyond — the same team, the same standards, applied to your project. | When establishing credibility against more established local competitors |
| See your system before it's built. We create interactive prototypes early, so you and your stakeholders can review real screens — not just documents and promises. | When the prospect has been burned by poor delivery or is risk-averse |
Proof points
Local team
Development team based in The Gambia since 2022
International track record
30+ years delivering bespoke software (company founded 1994)
Scale experience
Systems built for organisations including Welsh Rugby Union and Welsh Water
Design-led process
Interactive prototypes shown to stakeholders before development begins
SaaS Partnership
Audience: MDs/founders of specialist businesses looking to productise their expertise as software
Primary message
Supporting messages
| Message | When to use |
|---|---|
| De-risk before you invest. Start with a Discovery Sprint: we'll validate your concept, build an interactive prototype, and give you an honest go/no-go recommendation — before any major development spend. | When the prospect is nervous about upfront investment or hasn't built software before |
| Your success drives ours. We're set up for long-term partnerships where your commercial growth funds ongoing development. Our incentives are aligned — we do well when you do well. | When differentiating against transactional agency relationships |
| You focus on your domain. We handle the technology. You know your market and your customers. We handle the architecture, the code, the infrastructure, and the technical decisions — so you don't have to evaluate things you're not equipped to judge. | When the prospect lacks technical expertise and is overwhelmed by tech choices |
Proof points
Proven model
Multi-year SaaS partnership with Create Development — their product used by the FA, colleges, and local authorities
Rapid prototyping
Interactive prototypes in 2-4 weeks via Discovery Sprint
Long relationships
15-year client relationship with Qualpass
Full lifecycle
Build, host, maintain, support, and evolve — one team for everything
Internal Business Systems
Audience: Operations leads, MDs, or technical stakeholders at established businesses with complex workflows
Primary message
Supporting messages
| Message | When to use |
|---|---|
| See it before we build it. We create interactive prototypes you can click through and review with your team. You sign off on what you see — then development delivers exactly that. | When the prospect has project risk concerns or has been burned before |
| Your processes are unusual for a reason. Off-the-shelf software forces you to compromise. We build systems that support how you actually work — including the unusual bits that make your business effective. | When the prospect has tried and failed with off-the-shelf tools |
| Complex business logic is what we do. Product configurators, compliance tracking, multi-step workflows, audit trails — we've built systems for regulated industries where getting the logic right matters. | When the prospect needs assurance that their complexity can be handled |
Proof points
Complex logic
Invacare product configurator with compatibility rules, adopted by their NZ branch
Regulated industries
Techknital manufacturing tracking system for aviation sector
Design-led process
Interactive prototype before development — scope locked at sign-off
Ongoing support
Maintenance + hosting tiers so systems don't become orphaned
3. Elevator Pitches
Ready-to-use spoken introductions, calibrated by length. These follow the voice guidelines — direct, specific, no jargon.
General (segment unknown)
10 seconds
"We build bespoke software — custom systems for organisations whose needs don't fit off-the-shelf products."
30 seconds
"We're a software development company that builds custom systems for businesses and organisations. We start by designing an interactive prototype so you can see exactly what you're getting before any development begins. Then we build it, host it, and support it long-term. Our development team is in The Gambia with technical leadership in the UK."
Gambia Development Sector
30 seconds
"We're a software development team based in The Gambia, building digital systems for government and development organisations. We have an international track record from 30 years of delivering complex software in the UK, and we bring that same standard to projects here. Our team is local, so you get ongoing support — not a company that delivers and disappears."
SaaS Partnership
30 seconds
"We work as the embedded development team for businesses building SaaS products. If you have deep expertise in your field and want to turn that into software, we handle the design, development, and technical infrastructure — and we stay with you as the product grows. We've been doing this with one client for years, and their product is now used across the education sector."
Internal Business Systems
30 seconds
"We build bespoke software for businesses whose processes are too unusual for off-the-shelf tools. We start with a prototype you can actually click through and test with your team — you sign off on that before we write any code. We've built systems for manufacturing, compliance, product configuration — anywhere the business logic is complex."
4. Message Hierarchy by Context
Which messages to lead with in different marketing contexts.
| Context | Lead with | Support with |
|---|---|---|
| Website homepage | Core brand message + segment signposting | Proof points (case studies, client logos) |
| Segment landing page | Segment primary message | Supporting messages, proof points, call to action |
| Case study | What was built and what it achieved | Process story (prototype → build → support) |
| Capability presentation (Gambia) | Local team + international track record | Specific project examples, process overview, team credentials |
| Tender response | Direct answers to the brief's requirements | Proof points matched to evaluation criteria |
| Email outreach (cold) | One specific problem we solve for their type of organisation | One proof point, clear next step |
| Social media post | Single insight or proof point | Link to deeper content |
| Proposal / quote | Understanding of their specific situation | How we'll address it, relevant proof points, pricing |
5. Proof Points Summary
All claims should be backed by proof. This is the full inventory of provable facts available for messaging.
| Claim | Proof | Usable in |
|---|---|---|
| Long-established company | Founded 1994, 30+ years in operation | All segments |
| Gambian team, local presence | Development team in The Gambia since ~2022 | Gambia segment |
| Scale experience | Welsh Rugby Union (multi-system engagement), Welsh Water | All segments (Tier 3 — credibility, no active reference) |
| Long-term partnerships | Qualpass — 15-year relationship. Create Development — multi-year SaaS partnership. | SaaS, Internal Systems |
| SaaS product delivery | Development Wheel used by FA, colleges, local authorities. DfE project credibility. | SaaS (private settings — commercial sensitivity) |
| Complex business logic | Invacare product configurator (compatibility rules, adopted by NZ). Techknital manufacturing tracking (aviation, regulated). | Internal Systems |
| Design-led process | Interactive prototypes standard on all projects. Clickable designs before development. | All segments |
| Full lifecycle support | Build, host, maintain, and evolve. Maintenance tiers with defined SLAs. | All segments |
| Reference letters available | Techknital (manufacturing/regulated), Create Development (SaaS/education) | As needed in proposals and tenders |
| Mobile app capability | PACTO — Take Me Too / Take Me to Work (lift sharing) | Where mobile is relevant |
Using proof points: Always match the proof point to the audience's concern. A government ministry cares about scale experience and local presence. A SaaS founder cares about long partnerships and rapid prototyping. Don't use proof points that are irrelevant to the reader's situation.
6. Messages We Don't Use
For clarity, these are common software company claims that Writemedia deliberately avoids.
| Claim | Why we avoid it |
|---|---|
| "We're the cheapest / most competitive" | Invites price competition and undermines quality positioning. Cost advantage is a commercial conversation, not a marketing headline. |
| "We use the latest technology" | Technology choices should serve the project, not be a selling point. Sounds like chasing trends. |
| "Award-winning" | We don't have awards to cite, and the claim is meaningless without specifics. |
| "We're passionate about technology" | Per voice guidelines: show enthusiasm through the work, not by claiming the emotion. |
| "Digital transformation partner" | Vague, overused. Describe what actually changes instead. |
| Unverifiable statistics | "500% efficiency gain", "10x ROI" — if we can't cite the source, we don't quote the number. |