eNews
Dyalog, Denmark
www.dyalog.com
Project:
New owners wished to re-brand established but old-fashioned 24 year-old software company, rapidly build links with software developer community, and launch all-new version of software at User Group Conference in Denmark.
Process:
New corporate identity developed. From this, originated electronic newsletter for software developers and new website. Newsletter launched with express aim of driving interest in attendance at User Group Conference (UGC). Incorporated viral marketing campaign to build user base. Switched focus on eve of the UGC to simultaneously launch the new software and website.
Key observations:
- Most well attended UGC ever.
- New software developers brought on-board through the viral marketing.
- Newsletter soft-launched the new corporate identity - positive reaction allowed website to follow through unchanged.
- Noticeable shift in age profile of new registrants - appealing to a much younger audience.
Conclusions
eNewsletter allowed conservative community to become familiar with radical new look-and-feel whilst drawing in younger software developers and boosting conference attendance.