DESIGN NETS StrategyMap.com, Inc. FIRST PLACE CADM TEMPO AWARDS
21) - Converting a traditional consumer-oriented company to a business-to-business
entity is much like a tightrope act: take a misstep and you're in for
a nasty fall. Noting the strategically creative balancing act performed
by Chicago-based StrategyMap.com, Inc. with its strategic partners
Focus Communications, Inc. and Sherie Presta Creative Services the Chicago
Association of Direct Marketing (CADM) awarded the team two first place
Tempo Awards for its interactive campaign for client 3PF. 3PF hired
StrategyMap.com, Inc. and Focus Communications, a Chicago integrated marketing agency,
to reposition their company from a carrier-neutral third-party fulfillment
service for consumers, to a company that would help businesses outsource
their warehouse and fulfillment functions.
"We had a tall order," says Bill Polich, president of 3PF
at the time of the repositioning. "3PF wanted to be known as the
definitive source for order fulfillment in a very crowded marketplace
where no one really stood out. The team proved it could crack a tough
market with solid results."
A Tempo Award in Marketing went to StrategyMap.com, Inc. and its partners for an event
it organized called "What Every Venture Capitalist Must Know."
The program generated a 33% response, a highly successful program considering
the difficulty of reaching and attracting the venture capitalist market.
These exceptional results were due largely to the quality of the lists,
which Focus harvested. Preliminary market research revealed the correct
approach for direct mail, e-mail and telemarketing used to generate
attendance at a seminar on outsourcing at the University Club of Chicago.
A first place Tempo Award was presented to the team for a new web site
that generated more qualified leads than from any marketing tool in
3PF's history. Using Flash animation the omnipresent boxes appear on
the web site and open to reveal the company's services. Moving down
a conveyor belt complete with sound effects the visual instantly motivated
users to seek more information.
The team also designed the new collateral material, which received a
first place Tempo Award for Creativity, to tightly integrate with all
media thereby achieving consistency and maximum awareness.
"We helped implement a look and tone that could be carried across
all media," says Mark Fabish, StrategyMap.com, Inc. president. "The look
of the new campaign was vital to the company's new repositioned identity,
and would require a migration from an existing graphics look to a powerful
brand image built around strong typography, an instantly identifiable
corporate color and the reoccurring corrugated box--signifying 3PF's
shipping capabilities--on all communication pieces."
The agency's first major initiative was to identify and build a brand
around 3PF's unique selling proposition: overnight shipping with a high-tech
proprietary software system that tracks order fulfillment in real time.
After the creative team developed the positioning statement, "Fulfillment.
With a Brain," StrategyMap.com, Inc. helped launch a multi-disciplined campaign
that encompassed a new web, direct mail and sales collateral. All were
designed to work as a cohesive marketing program whose main mission
was to generate sales leads for the company's sales force.
"In this highly competitive marketplace you have one shot at making
your impression as the definitive source," says Mr. Fabish.. "It
better be right on target or you have forever left your mark as a me
To hit the target, a campaign was designed to prove to prospective customers
how fast 3PF could fulfill and ship their time-sensitive orders. StrategyMap.com, Inc.
helped develop a new web site that invites prospects to take a "One
minute Needs Analysis." In return for completing the survey, prospects
were sent, via Airborne Express for arrival on their desk the next morning,
a 3PF clock and the newly designed large format, corrugated-covered
sales portfolio. A sophisticated database sent information to sales
reps for follow up. Less qualified leads were sent a Slim Jim version,
"Ready to Outsource Your Fulfillment?"
In business for
eight years, StrategyMap.com, Inc. develops custom software applications. Its latest
product, StrategyMap, helps companies achieve strategic goals using
a powerful online system.