IBM Resource Campaign
The IBM Resource Campaign successfully positioned Unica as a leading provider of enterprise marketing management solutions through a strategic time-released resource initiative.
Service
UX/UI Design
Client
Unica an IBM Company
Overview
This project was developed for Unica, an IBM company specializing in enterprise marketing management products. The brief focused on creating a centralized hub that would provide valuable resources to guide users toward interactive marketing success.
Objectives
Centralized Resource Access: Develop a microsite as a primary platform for users to access educational resources.
User Engagement: Create a series of email promotions and animated banners to foster ongoing user interaction.
Brand Positioning: Strengthen Unica's brand image as a trusted provider in the field of marketing management.
Approach
The project was centered around the concept of a road map designed to guide users along their interactive marketing journey. The strategy involved creating and scheduling weekly email promotions that unveiled new resources, thereby sustaining user interest. Design elements such as animated banners and informative ebooks were developed to enhance user engagement. Careful planning ensured a seamless user experience, with all design components aligning with Unica's brand identity. The time-released nature of the resources was instrumental in building anticipation and keeping users actively engaged.
Results
The implementation of the time-released resource campaign yielded significant success, with several notable outcomes:
Increased Engagement: Users demonstrated heightened interest and ongoing engagement throughout their interactive marketing journey.
Valuable Content Access: A centralized microsite facilitated easy access to ebooks, videos, and other resources, empowering users to enhance their strategies.
Strengthened Brand Image: The campaign effectively positioned Unica as a trusted resource for enterprise marketing management, underscoring its commitment to marketer empowerment.
Overall, the campaign illustrated the impact of delivering relevant content at critical stages, effectively enhancing user experiences and improving the effectiveness of interactive marketing strategies.
