We were challenged by Information Technology Professionals to not simply refresh their brand, but to innovate for their business at its core. A new image and revamped brand messaging would evolve from a strategic plan that reflected their values, mission and strengths.
The decade-old, managed IT provider wanted to better define—then connect—with its target audience. They were in need of a plan that their in-house marketing staff could implement to entice prospects to engage their sales team.
Pop-Dot began by conducting a segmentation study to best determine ITP’s most likely client. Research, which included surveys, interviews and focus groups, were then used to uncover the emotional and rational drivers that caused those prospects to choose one IT provider over another. Next, we analyzed their competitions’ approaches, to see if they were in alignment with these segments’ needs and desires.
What we discovered was that most managed IT providers didn’t understand their consumers. And in fact, there were two very distinct types of decision makers: Those that did IT for a living, and non-IT focused decision makers that made IT buying choices for their business. Most importantly, these two distinct groups had distinct motivations and ways of communicating.
With this knowledge (and more), Pop-Dot designed a new website, sales collateral and other creative executions for ITP which directed their two target audiences to visual and written messaging which spoke directly to their unique needs. We altered the company’s tagline from “Get Connected” to “Feel Connected.” And a strategically-detailed social media, email marketing and traditional advertising plan was created and implemented, with targeting of these distinct groups in mind.
As a result, leads more than doubled, callbacks from prospects increased, and social media engagement skyrocketed. Within a year, ITP was named one of the fastest growing IT providers in the United States, and the third-fastest growing company in Southern Wisconsin. And for the first time, Information Technology Professionals was listed as a Fortune 5000 company.
Today, Pop-Dot proudly serves as ITP’s Agency of Record, where we continue to help guide business and marketing strategy while crafting advertising for the firm.
Is it your turn?
Let’s co-create a brand to be envious of; a brand that will make your business more vibrant, and more profitable. Let’s talk about what it looks like to get there.