Redwood Marketing Partners

CA had a strong installed base of mainframe customers, but the awareness and penetration of its distributed solutions lagged far behind.  CA's corporate communications were focused largely on increasing overall CA brand awareness, but awareness of individual solutions and demand generation for those solutions needed help.  We developed a multi-channel communications strategy around specific overarching themes to support the launch of new solution stacks.

• RSA Conference 2008 Marketing Plan

CA's rapid growth for over twenty years was fueled by the acquisition of dozens of software companies, but the integration of customer records and systems did not keep pace.  Contact information was housed in a myriad of finance, tech support and other departmental databases as well as individual spreadsheets and contact management programs used by marketing and sales.  In addition, there was no segmentation or scoring information associated with the records and significant contact data was inaccurate.  This caused several undesirable situations including:

• A serious "leaky funnel" effect due to infrequent contact with customers and prospects caused by lengthy list pull delivery times
• High opt-out and low response rates from the inability to accurately target marketing campaigns
• Low brand awareness and lengthy sales cycles due to serious contact coverage gaps in target market segments

Over a two year period, the database team consolidated over 6 million customer records into an Harte Hanks hosted Oracle database, but direct marketing KPIs were still non-optimal.  Consequently, we led an initiative to specifically identify systematic causes for these problems, propose an action plan and correct the problems.   Below is the contact management plan that was developed and executed along with related operational documents.

• Contact Management Project Proposal Presentation 
• Contact Management Plan
• Contact Database Gap Analysis Report
• Using the Contact Database Gap Analysis Report
• Contact Discovery Requirements
• Contact Discovery Vendor Process

At the conclusion of the project, over 70,000 new contacts were added to the existing 125,000, segmentation and score data was added to contact records, and new management reports were created.  As a result, the frequency of campaigns increased including the implementation of ongoing lead nurturing campaigns, opt-out rates declined, response rates increased, and communications enhanced with hundreds of target accounts.

VMware's VIP partner program had been relatively unchanged for many years and had not kept pace with VMware's expanding product offering and platform support.  In addition, the existing program had many underperforming partners that were as costly to support as the best performing partners.  We

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Finjan needed a complete set of marketing collateral for the launch of its new Vital Security product line.  We spent hours meeting with the development team to understand the functionality and its benefits, extensive research was conducted of competitive solutions, and a detailed competitive matrix was developed.  From that product positioning, value propositions and messaging was developed and integrated into datasheets, white papers and other collateral.  The following are a few examples of the collateral that was developed.

• Vital Security for Web Datasheet
• Malicious Mobile Code Technical White Paper

This international leader in the development of speech recognition and language translation software and hardware products wanted to penetrate and dominate the consumer and several vertical market segments with their products.  We designed, packaged and launched over a dozen new products in one year, and localized them to UK English, German, French, Italian, Spanish, Portuguese, and Japanese.  We developed marketing strategies that grew retail product market share from 15% to 30%, the vertical user base (medical, legal, law enforcement) from virtually none to over 3,000, and boosted revenue by $20 MM.  Tactics included aggressive direct response and channel marketing, extensive PR, tradeshow exhibits, national ad campaigns, co-marketing relationships with established industry leaders, a vertical reseller program, and the acquisition of a company with tools that allowed our VARs to customize their implementations of our products.