Challenge
Manufacturers of the ASiS integrated system, Alfa Software has been active in the ERP solutions market for over 20 years. In all this time, they have developed practical and customized solutions with the primary goal of increasing business performance through automation.
In the pre-analysis phase, following the construction of the marketing brief, several needs were identified: building coherent and complex online communication and PR strategies in order to develop product and brand awareness and, implicitly, increase sales.
Implemented through the BAS business consultancy funding program, the project was structured in five stages: communication & PR analysis, online analysis, PR strategy, online strategy and implementation.
PR and online analytics revealed a lack of consistency of communication in these areas, which was negatively affecting the company’s image and hindering product promotion. These remained the foundation of the strategy.
Solutions
Taking into account the company’s mission and values, online marketing and PR strategies were developed by establishing the main communication messages and building the directions based on them.
The online marketing strategy started from the realization of a communication action plan covering SEO, Social Media, Blog, PPC campaigns and Newsletter. It followed an integrated approach to ensure consistency of communication messages and highlight the main advantages of the product.
The development of the PR strategy was aimed at building the corporate image in the media by publishing a series of articles in the written press, participating in events and running a video campaign.
The next step was the realization of the graphic and design materials based on the actual planning and their implementation by the Alfa Software team according to the given guidelines.
Results
