Situation
DocuShare, a new web-based document management software, had been developed by Xerox and brought to market before a substantial marketing organization had been put into place. The lone marketing
director had launched the initial product and developed basic materials to respond to the immediate need. But she needed more.
Solution
BigPond Marketing's charge was to have all
areas of DocuShare's marketing communications program successfully defined and up and running as soon as possible.
As acting marketing manager, Kim worked with the marketing director to start at
ground zero in creating overall marketing strategies and programs for DocuShare, and to keep the momentum generated by the initial marketing efforts going strong.
The Web offered the best
channel of communication with DocuShare's target audience - Internet users. Kim implemented a web-based consumer education and advertising program and oversaw the testing and refinement of an
innovative on-line advertising campaign.
The product presented itself best when people could try it for themselves, so marketing programs were put into place to promote free trial. A
CD-ROM product sample was developed with the dual function of a direct mail fulfillment piece and sales tool giveaway. Online ads directed Internet users to the web site and LIVE trial site
invited them to try out and purchase the program. DocuShare's web site was redesigned to better direct and communicate key messages and to better traffic the increased hits that had resulted from
the marketing program.
Kim developed sales tools, direct mail and tradeshow programs. The launch of DocuShare 1.5 entailed a re-write and re-design of the data sheet and product packaging
materials.
The result: BigPond Marketing's "roll up the sleeves" work over 12 months ensured a smooth transition to a complete marketing department and a continuing game plan for
DocuShare's marketing.
