|
 |
Ad Hoc Establishes 'Company to Watch' Status for Software Company headed by former Bank of America Execs
American Marketing Association Best of Show, Pinnacle Award Winner for Total Marketing Campaign
One of Ad Hoc's clients is a small software company located in the East Bay of California that has been in business since 1995. They are a debt-free, profitable high-technology company with a Fortune 500 client list. They offer a full range of innovative I.T. systems solutions designed to meet the specific needs of global corporations including U.S. Bank, Netscape, and Credit Suisse.
Yet, while this software company's Fortune 500 client list is considered a strength, communicating these accomplishments in a consistent way was a weakness for the company. Moreover, this company suffered from the classic 'Never heard of you' syndrome. With a great story to tell, but literally no name recognition with their target audience, industry analysts or reporters, the Company consistently lost critical new business contracts because the customers chose the well-known market players, Microsoft or IBM. However, customers eventually hired Ad Hoc's client to complete these installations after Microsoft or IBM failed, which was ninety-nine percent of the time.
The need was to develop clearly defined messages to position Ad Hoc's client as an ultra-reliable company with an exceptional track record of successful implementations, to brand the name and the name of its flagship product. The second need was to find an effective, cost-effective way to heighten awareness of the Company's software among CIOs in Fortune 500 companies, computer industry journalists and analysts, thus, attracting new business and sustaining current business.
Our objectives included:
- Establishing a "company to watch" status for the Company on several fronts:
- Most compelling ROI model among any provider in the industry.
- The Company often replaces a failed Microsoft or IBM implementation, ninety-nine percent of the time at twenty-five percent of the cost of the competitors' implementation.
- Beginning to generate significant, ongoing visibility for the Company in top tier trade publications.
- Affecting the sales cycle through impactful marketing communications.
Our Results:
As a result of this total marketing campaign Ad Hoc:
- Renewed a million dollar contract with an existing financial services customer.
- Gained numerous inquiries from Fortune 500 prospects including Kimberly-Clark Corporation and Lockheed Martin.
- Captured press coverage with the ad equivalency of $86,445.00
- Crafted four positioning / messaging documents branding the company and its flagship product
- Packaged a new service called QuickSteps to Success
- Revamped the look and feel of the Company website.
- Were named "The Best Systems Management Tool" finalist for the SIIA Codie award.
- Met and gained referencability with four leading technology analyst firms who are now recommending the Company to their consulting clients and journalists.
- Received 128 click-throughs to the Company website as part of the opt-in email campaign to download the white paper; 73 percent agreed to opt-in to receive future marketing.
< Back to Case Studies
|
|
|
