- Project Partners:
The founder of Progress Pacific first approached BrandCulture back in 2002, the company had been trading for several years successfully and was at the point where a refined brand identity and approach to branding would be of great benefit.
BrandCulture were engaged to create a full identity and branded suite of stationary and marketing communications, including an online (digital) strategy; website, SEO campaign, EDM marketing campaign etc. The result produced a ‘grown up’ skin that the rapidly growing company could grow into. Over the years BrandCulture kept in touch as Progress Pacific grew and was eventually sold to the new owners who have grown the business further and built one of Australia’s best SAP engineer consultant networks.
While the identity stood the test of time, the website was redesigned in-house and ‘organically grown’ over a few years. The look, feel and user experience was disconnected from the brand and difficult to navigate. Early in 2010 BrandCulture were asked to come and evaluate the situation and put forward a proposal on how best to move forward. There was more to it than the website, as Progress pacific wanted to break into the software mecca of the world, America! They had developed a suite of very clever software simulations over the years, that negated the need for costly user acceptance testing (UAT) groups before activation of the SAP systems that were under management by Progress Pacific. BrandCulture developed a new brand that tapped into the existing Identity and ProSuite was launched!
BrandCulture collaborated closely with Progress Pacific’s management to developed a new digital strategy in-line with the short and long term business objectives. This formulated approach was implemented over several months with an ultimate aim for the company to take day to day management of the website in-house once the SEO campaigns were up and running. BrandCulture would only develop new campaign ideas as required to keep ongoing costs manageable.
The digital strategy was formulated in-sync with a marketing strategy, focussing on the new ProSuite software products. Everything from the brand identity, marketing collateral, trade show graphics and on-line store where the products could be easily purchased was created. By having an online store their SAP engineers and trainers could make clients aware of these new tools and they could buy them on the spot, often in multiples of 10 as they were a real innovation in this marketplace. Also the sales team could sell the ProSuite products immediately when they hit the trade shows in America and Asia, this was an essential strategy to ‘get the product out there ASAP’ before another company copied it and diluted the offer.
The ultimate success came in the form of a buy out early in 2011 by a major player in the SAP marketplace. The Return On Investment (ROI) obviously paid off many times over proving that by investing in strong branding and implementing a clear marketing campaign inline with your business objectives is well worth while.
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