SITUATION

Edify Corporation was launching a new software product to move them out of the commodity space of Interactive Voice Response (IVR) and into the higher margin Customer Relations Management (CRM) space.

CHALLENGE

To build awareness for Edify as a leader in CRM, while acknowledging their history and leadership in IVR for credibility.

SOLUTION

Developed a fresh brand strategy and positioning for Edify, employing a branding workshop. Created an integrated marketing campaign around the product launch: marketing plan, branding, sales kit, capabilities brochure delivered in 8 weeks. National advertising campaign, direct marketing pieces, a trade show booth and web overhaul were rolled out over a 9-month period.

RESULTS

Not many of our clients kept track of the impact that re-branding had on their bottom line. Edify did. They believed that the following results were directly tied to the branding and marketing effort.

Revenues grew by 20% year over year, The average price of sales transaction increased by 40%, Service revenues increased by 25%, which was their highest margin business.

They developed an IP growth strategy in natural language technologies (speech-to-text) that would otherwise not have been pursued. They made an IP acquisition from SRI in natural language technologies. They built IP research alliances with both Stanford and Edinburgh Universities.

Their organizational structure and process changed to address an enhanced service offering. Their customer satisfaction ratings increased by 20%.

They were able to recruit stars in the industry during the tough hiring period of “The Boom.” They are able to retain their best talent, and they are able to attract  past employees back to the company.