SOLUTION
Strong legacy. Refreshed discovery.
PAN started by refreshing the brand in terms of its narrative and visuals. With a strong legacy, Apps Associates wasn’t looking for a rebranding, but they needed to be discoverable.
Messaging and Positioning
PAN addressed their brand messaging, taking the strength of their reputation and updating the narrative and the visual to increase discoverability. The “Yes, You Can” campaign messaging helped raise awareness around their cloud migration services.
Demand Generation
PAN took a targeted account approach and built paid social programs to increase awareness and demand. For demand, PAN conducted primary research and built an eBook on the top 5 myths on migrating oracle to the cloud. It was a bold decision in that is not typically asked of a client to start with primary research, but the cloud conversation is so loud and noisy that PAN made it a way for them to enter the conversation. The team needed a way to cut through that clutter and have an ownable story. PAN set out to add relevant content to the conversation.
Creative Services
PAN oversaw the Apps Associates website redesign, updated their logo, created new brand guidelines, photography guidelines, business cards, templates, and sales enablement. PAN aimed high, positioning Apps alongside Oracle, Amazon, Google, and Microsoft. The team asked, “How can you visually belong in that company?” It’s the company you keep. PAN and Apps Associates knew from the beginning the goal was to be a leader along with those companies.
Thought Leadership
Apps Associates has more experience migrating Oracle to AWS than anybody else. They have had so many successes. PAN had to amplify their credentials and ensure their client success laddered up to “we’ve been there, we’ve done that, let us show you how.” The team’s job was to mine the successes they had migrating Oracle to private, public, and Oracle SaaS and use that as their bedrock. It was an aggressive earned media program with the business and trade press and within Oracle and AWS communities.
Social Media Strategy
PAN integrated social into the larger awareness to consideration framework. It had been in its own silo and PAN turned it around to be a top website driver for conversion. It was doing a good job but it was a lower volume/high quality audience. The team had the upside of a higher quality audience. PAN had a responsibility to ensure that the content being shared would help the followers take the right next step in their Oracle to the Cloud journey.
Result
Enlarging pipeline beyond current ecosystem
PAN created a pipeline independent of Oracle and AWS channel referrals, something Apps Associates did not have in place previously. PAN is now identifying and originating opportunities. It was growth, and for the first time ever they were enlarging their pipeline beyond the channel partner ecosystem. That’s the seismic shift.
63% of coverage around Apps Associates included Oracle or AWS. That’s good company to be in—and that was the goal.
With PAN’s strategic support, we’re leveraging unique marketing approaches to dispel concerns about Oracle cloud migration and reach IT professionals gearing up for the move to the cloud.”
Paul Vian, Senior Vice President of Sales and Marketing at Apps Associates
