When companies emerge from 'stealth mode' they are hungry for visibility and don’t want to be lost in the crowd. Transera’s time came to launch, and the company asked Designworks to evaluate its brand for a new role in public life. We conducted a perceptual brand audit, and working with Transera executives, evaluated existing brand assets. Our first step was to reposition the company within a competitive market context, with brand messaging that more clearly spoke to the benefits of its innovative software. We redeveloped the brand identity around the Transera name, with naming and logo design working together to drive home the company’s key differentiator for globalization of customer care.
We created a new, dynamic website and provided Transera’s marcom team with content management tools to support lead generation. To help the company increase brand recognition in three distinct markets - enterprises, outsourcers and service providers - we created a cross-media promotional campaign. The campaign integrated direct mail, banner ads and emarketing, and helped drive prospects to the website so Transera could build its permission marketing base. Each campaign featured a hypothetical call center manager who gains more visibility into his call center operations and is no longer ‘boxed in’ by outdated technology thanks to Transera.
By providing Transera with content management tools, we gave them more visibility into the impact of their campaigns, and they quickly discovered a red-hot overseas market. The campaign was featured in a five-city road show with only six weeks of development time. We created an event microsite with online registration and an emarketing campaign that netted a 30% response within a few short weeks. Far from being lost in the crowd, Transera grabbed the spotlight, meeting its goals for lead generation, winning two of the industry’s most coveted awards, and presenting to standing-room-only crowds in India – the world’s hottest outsourcer market.
