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.