ASPENTECH CASE STUDY

AspenTech asked Polese Clancy to develop a branding strategy and corporate identity. We did. Through in-depth interviews with senior executives, we were able to develop key messages and generate a new vision. We promoted AspenTech as the company "ready to take the process industries safely into the world of e-business" and the industry responded favorably. As part of our rebranding initiative for AspenTech, the Web site was redesigned to incorporate their new look and feel. Several functionality issues were also improved, including a new easy to use navigation structure and new graphics for increased download speed. The Web site serves as fulfillment to current ad placements in business and trade publications: visitors are sent directly to sections of the site specific to their industry via URLs placed at the bottom of print ads. On the back end, Polese Clancy designed and implemented the AVP calculator, which quantifies various scenarios to determine whether the benefits of an information technology investment are justified.
Goals:
	Promote brand awareness of the new AspenTech as the company "ready to take the process industries safely into the world of e-business"
	Create a new "rallying point" for employees, partners and vendors
	Deliver and articulate key messages to financial and industry analyst communities
	Generate sales leads
Strategy:
	In-depth interviews with senior executives to develop key messages and generate vision
	Re-brand AspenTech as the one company with deep process knowledge and proven e-business technology
Audience:
	CEO, CIO, CFO level corporate executives, partners, vendors, employees and financial community in the process industries, such as refining and petrochemicals, specialty chemicals, polymers and life sciences
	Secondary industries: pulp & paper, consumer packaged goods, electric power, engineering and construction, food and beverage, metals and minerals
Results:
	Stock price gains 20 points within 3 weeks of the brand introduction
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