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Client's Business Problem:
Vancouver, Washington-based TNT Software has been developing management software for the Windows environment since 1996. The company is recognized as a Microsoft Gold Certified Partner and its products are used by thousands of customers across an international customer base. However, the company's competition consists of larger, more established companies such as HP, Microsoft and Aelita who offer broader product suites and more comprehensive solutions. TNT Software needed to set itself apart from these heavyweights, educate its audience on its products and ultimately increase sales. However, in the short term, TNT did not have any substantial product news to communicate which would result in media coverage.
Communication Objectives:
- Identify the key selling points and differentiators of TNT Software's products including competitive price point, reputable customer service record and demonstrable return on investment
- Identify existing customers who have realized these benefits in target vertical industries. Develop case studies which demonstrate how these customers have benefited from ELM Enterprise Manager
- Research industry regulations related and how they might promote the need for management software
Target Audience:
Strategy:
In the absence of news, OnPR recommended a focus on feature stories in key vertical publications mapped against TNT Software's business objectives and key decision makers. Chief among these vertical publications was Bank Systems & Technology.
Results:
A major, full page story in Bank Systems & Technology examined flagship customer Glenview State Bank of Illinois and how it used TNT Software to cut costs and better, more cost-effectively adhere to industry regulations. The issue highlighted supports TNT Software's sales messages.
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