English
5+
فروعنا

مكاتب محلية وعالمية

150+
شركاء نجاحنا

علامات تثق بنا

10+
انجازاتنا

جوائز وشهادات تميز عالمية

200+
موظفينا

فريق عالمي يضم 180 خبير دولي، يقودهم 50 مبدع من الرياض

About the Project

Despite the scale and importance of the Future Skills initiative, its impact was diluted by fragmented messaging, multiple executing partners, and the absence of a unified brand narrative.

The challenge was to clearly position MCIT as the national orchestrator of digital skills development, while making Future Skills relevant, accessible, and actionable for diverse audiences across Saudi Arabia.

MAZ NEXA developed a comprehensive MarComms strategy that unified Future Skills under a single national narrative — clarifying brand positioning, structuring audience pathways from learning to employment, and designing an always-on communications framework supported by targeted campaign bursts.



Objectives

  • up-arrow 1 Position MCIT as the national orchestrator of digital skills development
  • settings (3) 1  Unify Future Skills under a single national narrative, relevant and actionable for diverse audiences
  • idea (7) 1  Design an always-on communications framework aligning messaging across stakeholders, programs, and channels 

Challenges

  • Impact diluted by fragmented messaging.
  • Multiple executing partners with no unified brand narrative.
  • Absence of clear positioning for MCIT as national orchestrator.
  • Making Future Skills relevant and actionable for diverse audiences.
  • Ensuring consistency, clarity, and long-term scalability.

Solutions

  • A comprehensive MarComms strategy unifying Future Skills under a single national narrative.
  • Clarified brand positioning aligning messaging across all stakeholders and partners.
  • Positioned MCIT as the national orchestrator of digital skills development.
  • Structured audience pathways from learning to employment.
  • An always-on communications framework supported by targeted campaign bursts.

Scope of Work

The scope of work covered the development of a comprehensive marketing communications strategy: building a unified national narrative, clarifying brand positioning, and aligning messaging across stakeholders, programs, and channels.

Key deliverables included a Stakeholder Influence/Interest Matrix, Pathways' Personas, and a Messaging Architecture (From Brand to Program), alongside an always-on communications framework supported by targeted campaign bursts.

  • MarComms Strategy
  • ·Brand Positioning
  • Audience Pathways
  • Stakeholder Mapping
  • Messaging Architecture

Results

  • A clear national narrative positioning MCIT as the driver of Saudi Arabia's future digital talent agenda
  • A cohesive brand and communications framework unifying all Future Skills programs and partners
  • Defined audience pathways linking skills development to economic impact
  • A scalable activation and measurement model enabling consistent execution across campaigns

Our Work for This Project