Consistent and Frequent Market Messages Increase Brand Recognition and Generate New Business for HCM Systems Provider

As more and more vendors pepper the human capital management (HCM) systems landscape, establishing a unified, recognizable brand has become increasingly challenging. Wanting to distinctly distinguish themselves from their competition, a Massachusetts-based services provider leveraged public relations counsel to build better brand recognition and drive demand for their technology and outsourcing solutions from Human Resource (HR) professionals.

These award-winning solutions have been embraced by millions of employees worldwide at more than 180 major corporations. While the business was experiencing slow but steady growth, senior executives needed a strong marketing communications plan to better highlight their solutions’ deep functionality and the organization’s breadth of industry experience to create momentum and generate new business. A situation analysis conducted by The Devon Group revealed a lack of coherent recognition of the company and its brand among influencers and HR professionals. Having technologically superior products that offered deep functionality in high-volume computing environments was a significant competitive advantage but the organization was not effectively leveraging its strength to perpetuate growth. By delivering an accurate assessment of existing perceptions, market trends and the competitive landscape for the organization, The Devon Group was able to design a strategic program that would create a solid foundation for new product launches to drive product-specific revenue streams. Striving for increased recognition and a need to firmly establish a presence in the market space, The Devon Group implemented a comprehensive public relations program that included media and analyst relations, content development including numerous by-line articles, a robust speaker bureau, trade show support and awards participation. A two-day targeted messaging workshop brought agency staffers and organization leaders together to develop point-of-difference messages that could be consistently communicated in every point of contact. Once messages were developed and identified, promoting the company’s CEO and other executives as innovators and visionaries in the workforce management sector delivered a market leadership position that was previously unobtainable. To keep an active presence in the press, The Devon Group routinely researched and recommended timely topics for proactive media relations. By doing so, the organization was not only featured in trade-specific articles but also public relations efforts generated company-specific stories in local and business media as well. In 2004, The Devon Group’s efforts culminated in more than 350 significant media placements in a single year. Having clarity of positioning and consistent messaging helped clearly establish the organization as a best-of-breed HR applications vendor that is transforming the workforce management space. Analyst relations were also core to the growth of the brand and every major analyst covering the Human Capital Management market was briefed on the company’s offerings. Briefing meetings were arranged with Aberdeen, Forrester, Gartner, Meta Group, Yankee, and others. Speaker’s bureau opportunities further helped strengthen the company’s leadership position by communicating the depth of the management team in various interactive environments. Targeting industry conferences such as HRO World and the HR Technology Conference delivered the right audience for the organization to spur interest and generate demand among HR professionals. In addition to the recognition via new client performance, the organization and its solutions garnered several key industry accolades. Among the awards earned were Deloitte’s prestigious Technology Fast 50 Program for New England, a ranking of the 50 fastest growing technology companies in the area by Deloitte & Touche LLP and product specific recognition from Human Resource Executive Magazine’s “Top HR Products of 2004.” Establishing more visibility in the media and receiving prestigious industry recognition contributed to a highly successful year for the organization. Over 15 market leaders were added to the organization’s customer roster and a significant number of new contracts were signed with existing clients. Public relations outreach not only helped raise awareness in the marketplace but also solidified the company’s presence among those who were already familiar with the organization. Having a clearly crafted, strategic positioning helped the company achieve its goal of establishing an easily identified brand among its competition and resulted in significant organization growth.