Financial Software Leader Creates Demand & Engagement through Direct Marketing Campaign
Sage hired Borenstein Group to create a direct marketing campaign to communicate the new FAS software package to current customers, and in turn, increased lead generation for the company.
Marketing Challenge
Sage, the business management software titan, relished its success selling FAS fixed asset software packages to sizable corporations, but hoped to spur demand for post-sale customization and compatibility adjuncts. Further complicating the mission was the contemporaneous introduction of a new Sage brand identity—a grand departure from previous incarnations in both look and tone.
Strategic Solution
With Sage as guide, Borenstein Group conceptualized a true collateral balancing act, semi-transitioning from old to new brand precepts—incorporating subtle elements of the new aesthetic and tone, while preserving positive associations with the old. Borenstein then created two versions of the piece to target accounting and IT staff, respectively.
Results
With the work of the two versions of the piece to target accounting and IT staff, respectively. Borenstein Group was able to help with a fresh inventive content that rounded out the initiative, which coalesced into a stylish, compelling case for Sage FAS Professional Services.
