Impero, an education technology company, is moving its software to the cloud. The summary outlines Impero's challenges in communicating this change given its large, global audience and limited budget. It describes Impero's solution of using integrated marketing communications across multiple channels, including a movie theme and premiere, to deliver a clear and consistent message about the benefits of the cloud version. The campaign was effective in generating sales opportunities and taught lessons around maintaining consistency, involving all staff, tracking success, and having fun.
5. The Challenges
• Large global audience
• Diverse range of stakeholders
• Limited budget
• Short time frame
• Highly competitive space
• CHANGE!
6. The Solution
Integrated marketing communications
The concept under which a company carefully integrates and
co-ordinates its many communications channels to deliver a clear,
consistent message about the organisation and its products.
- Philip Kotler
7. Integrated Marketing Communications
• Coherence – different communications are logically connected.
• Consistency – multiple messages support and reinforce, and are not
contradictory.
• Continuity – communications are connected and consistent through
time.
• Complementary – synergistic, or the sum of the parts is greater than
the whole!
The characteristics of integrated marketing communications
(Pickton and Broderick):
14. External Communication Channels
• Film
• Email marketing
• Social media
• Webinars
• Website
• Product literature (print and digital)
• PR
• Tradeshows
•STAFF
23. Feedback
“This is the best product introduction
video I have ever seen! Wow, I can think
of a lot of great benefits having it in the
cloud. Can't wait to see what it can do!!!”
“Absolutely awesome film!! 😃
Makes me want to work for you
guys… haha.”
Great team!
Haha, love it! Do you have
any more information
about the cloud version?
‘unawareness’ to ‘awareness’ – requires a high ‘impact’ approach to communication
‘awareness’ to ‘understanding’ – requires specific messages that ring true
‘understanding’ to ‘conviction’ – requires evidence that what’s being communicated is true
‘conviction’ to ‘action’ – requires the messages to be bespoke and relevant to the end receiver
Rise of cloud-based competitors
Scalability
Rise of cloud adoption in education
‘unawareness’ to ‘awareness’ – requires a high ‘impact’ approach to communication
‘awareness’ to ‘understanding’ – requires specific messages that ring true
‘understanding’ to ‘conviction’ – requires evidence that what’s being communicated is true
‘conviction’ to ‘action’ – requires the messages to be bespoke and relevant to the end receiver
Because we’d involved staff, staff shared (usually difficult)