Challenge

In 2005, the first version of a content management suite, called WSCraft, which offered an absolutely new approach to Web development and content management, was released.

With about 2,000 content management products in the global marketplace, it can be extremely difficult to convey a new message and differentiate this product from the competition. On the other hand, WSCraft Software, the WSCraft vendor, was sure that the software would open a new era in the industry if the product were promoted correctly.

That is why WSCraft Software hired Atom as a full service marketing communication agency for performing a complete cycle of product launch, advertising, and promotion.

Target audience

Web development and Web design companies Business users, such as business owners, managers, and content creators

Solution

Atom started with conducting a deep research of the content management and Web development markets in order to collect and analyze information which would lay the foundation of the advertising campaign.

The results enabled Atom marketers to develop proper positioning that would distinctly differentiate WSCraft from the competition and persuade the target audience in the most effective way.

Then the Atom team planned the budget and prioritized the goals. This well-thought-out foundation enabled Atom to choose proper channels and tools for delivering the messages. These messages were packaged into specific marketing communication vehicles, such as the product engaging copies, multimedia presentations, banner ads, and press releases, and conveyed through thoroughly selected media. These media include both Web and professional press.

To monitor the efficiency of the campaign and promotional efforts, the Atom specialists continually track advertising results and adjust the campaign in order to achieve the business goals.

Success

The WSCraft software already has numerous successful installations all around the world, including Canada, Italy, Iceland, Israel, Netherlands, UK, and USA. Atom continues to advertise and promote the product in order to increase the WSCraft vendor's market share and brand recognition.

The product got high appraisal from users and was reviewed in the professional press.