GlobalCerts

About This Project:

Summary:
We helped New England-based email security firm, GlobalCerts generate almost $9 million in sales leads with one product launch campaign, after they had unsuccessfully attempted an internal launch 6 months prior.

Challenge
GlobalCerts, specializes in developing and marketing simple and secure email solutions for enterprise and government clients. They have a straightforward email server that is web-based, that, once installed, takes minutes to train users. Email is secure, and it’s as easy as accessing a web page.

The summer prior to hiring us, GlobalCerts conducting it’s own internal product launch of their solution, SMG. We don’t have all the details on the how the campaign was conducted, but we do know that the response to that campaign was 0%. Not statistically, but literally, no one responded. Management was frustrated and convinced direct mail wouldn’t work. They contacted us as a last ditch effort to relaunch the updated SMG product, dubbed SMG2.

Solution
For this product launch, we created a product brochure, web pages to work within the GlobalCerts brand, and a direct mail campaign that was targeted and based on PURL technology.

For the PURL direct mail campaign, we helped GlobalCerts senior management define objectives, target market and messaging. We established four distinct markets, and created four variable post cards to market to the needs of each of those markets. We established a monthly mail schedule, and helped GlobalCerts compile a list of key decision makers. Lastly, we created the offer, a free and secure flash-based memory stick for people who responded to the offer and completed their purl campaign. We set up the PURL pages with rules to track all four markets, and to deliver leads to the specific sales and marketing team to follow up on.

The results were outstanding. The campaign generated $9 million in sales leads within the first three months of mailing. We are currently in the process of reviewing their outdated web site for relaunch, developing new landing pages for Google Adwords campaigns, an interactive sales presentation, and a screen saver as an add-on to their marketing efforts.