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Elevating
a global brand, tracking response and monitoring a change in
perception |
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Borland
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The
Brief
Borland, the world’s leading independent software development
company boasts a devout following of software developers but
at the same time faces the challenge of having to educate managers
of the application development team and senior IT professionals
on Borland’s cross-platform solutions. This global challenge
is being met by running a multi-million dollar branding campaign.
Borland also want to track response to the print and online
media in order to determine ROI and at the same time want to
survey respondents to the ads in order to guage impressions
of Borland and determine how they change over the life time
of the campaign.
The Solution
Just Media planned a fully integrated print, online and lead
generation campaign, using a combination of targeted developer
publications, senior IT publications and their sister websites.
Just Media not only controlled and synchronized the campaign
in widely different markets drawing on its extensive knowledge
of the US, European and Latin American markets, but also ensured
local sensibilities were taken into account.
Upfront spread ads were recommended for the print campaign
launch as were high visibility online ads such as message units,
leader-boards (extra large banners) and sky-scrapers. Significant
discounts were negotiated on space, including international
publisher discounts, and no premiums were paid for positions.
Free-of-charge merchandising opportunities such as whitepaper
links on developer and IT websites, email newsletter sponsorships,
email lists, website banners, branded polybags and show guide
listings were negotiated to help drive attendance to a Borland
seminar series, increase exposure at key trade shows, and to
create a splash around new product launches.
The print and online campaigns were monitored by Harmonic &
DoubleClick tracking software and Just Media conducted frequent
and timely analysis of the data, optimizing and fine tuning
the media plan throughout the course of the campaign.
Furthermore, as an additional added value opportunity, pre-and
post-campaign surveys were run against the target audience
in order to determine perceptions of Borland amongst the target
audience and how these perceptions changed as a result of the
advertising.
The Results
Results from the surveys and tracking software have shown direct
increases in website traffic and increases in positive awareness
of Borland’s key messages. The advanced nature of the
online tracking has allowed Borland to see that over 75% of
response to the online campaigns has been indirect rather than
through direct clicks, a tangible measure of the ‘brand’
effect of online exposure. Furthermore the pre- and post-campaign
surveys have proven that as the target has been increasingly
exposed to Borland advertising, so perceptions of Borland have
markedly improved.
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