Client base.

Directions on Microsoft customers are IT industry executives who need to understand Microsoft to make informed decisions for their own companies. These include corporate IT managers responsible for thousands of desktops and servers running Microsoft software; ISV executives who develop on top of Microsoft platforms and with Microsoft tools; OEMs who bundle Microsoft software with their hardware; and system integrators who advise corporate customers about Microsoft technologies. Companies that sell to or directly compete with Microsoft also make up the client base.

The challenge.

Directions on Microsoft had successfully penetrated a portion of the high-tech market through sales and education. However, several facets of marketing needed updating and creation for successful and complete penetration. The challenge was to fully understand the target audience and the current client base, revamp the current brand of Directions on Microsoft and develop a strategic public relations program.

Directions on Microsoft needed to identify and execute a solid public relations strategy in order to successfully penetrate new markets and change the view of its brand to build and expand its product base. This included messaging and clear education to new markets on its products and services.

Ignisi’s solution and role.

Ignisi (formerly Activate! Marketing) recognized the opportunity to update the Directions on Microsoft brand and the need to create a strategic public relations program that the company could manage internally. The challenge presented was to strategically identify a new prospect base and understand current client needs and brand perception.

Our strategy was to clearly identify the market space, current client perception, prospect profile, and create a public relations program that would successfully penetrate the target markets.

Methodology and results.

Ignisi began a strategic current client e-mail survey methodology to update customer perception of the current Directions on Microsoft brand and products. We successfully analyzed over 500 responses to this survey, which were used to create a new brand image, update product offerings and directly respond to issues and concerns of current product offerings.

Ignisi then proceeded to update Directions On Microsoft's corporate image brand image systems and the website to reflect findings and goal positioning. Prospects were then profiled to identify and set in motion the strategic creation of marketing functions throughout the organization. Once the target audience(s) were identified, we worked to identify key media markets to educate the industry as well as drive new sales opportunities.

Ignisi’s next step was the preparation of a public relations methodology and database for Directions on Microsoft’s internal execution. This started with a tactical public relations campaign, press kit development, media database development and a structured timeline of press release distribution and press contact activities.

By overlapping the customer survey, prospect analysis and brand development, Ignisi was successful in updating and penetrating the new brand image to all communications and media within 4 months. The public relations program was created with 'ease of use' in mind so it could be successfully managed and executed internally.

Summary.

Directions on Microsoft - Independent organization devoted to tracking Microsoft

Conducted a series of internet brand surveys in each of the company's markets to target specific customers with new offerings and build a new brand image. A qualitative methodology was used to enable considerable probing of participants' brand equity opinions. Research identified the initiatives needed to successfully re-brand the corporation. Marketing programs were created to support the new brand.

The updated brand increased cost per unit sale by 45%. New brand email and direct marketing efforts resulted in a 25% increase in new business sales.