Marketing Communications Strategy

Situation

Three year old privately owned company had developed and was selling a line of database performance monitoring and tuning tools that delivered unprecedented results on IBM’s DB2 UDB databases (the industry’s fastest growing segment). Very few potential customers were aware of this company or the benefits provided by their incredible line of tools.

Solution

MarketShare worked closely with company leadership to develop a marketing plan that included a new name and logo, new corporate identity, new communication strategy, new value proposition, new sales process and message, and a detailed action plan. The company changed their name and the entire transition was successfully implemented in May, 2001.

Results

Client instantly gained the attention and respect of key industry customers and competitors as the performance leader with their new breakthrough advertising campaign. Sales growth over the next 12 months was a remarkable 114% over the previous 12 month period. Company was successfully acquired by industry leader in June 2003.