E-CONTENT CASE STUDY

After naming the new company division, Polese Clancy’ s objectives for e-Content (formerly the e-content company) were to promote brand awareness of the company as a leader in XML technology solutions, demonstrate the value of e-content solutions at the Web Site, and generate a list of leads for qualification and sales through a direct response offer. This was accomplished through break-through creative with direct response components including:
	Print Advertising (Wall Street Journal, Business 2.0, CIO Magazine, etc.)
	Direct Mail/Direct Response demo CD packaging
	Sales support materials (brochure)
	Corporate ID (stationery, corporate ID standards manual)
	Banner advertising
	Internet site development
Goals:
	Promote brand awareness of the e-content company as a leader in XML technology solutions
	Demonstrate the value of e-content solutions on Web site
	Generate list of leads for qualification/sales through direct response offer
Must Do:
	Name new company division
	Develop positioning, branding, creative platform and corporate ID
	Develop advertising to announce new company and launch product
	Develop maiden Web site
	Extend ad campaign and develop marketing literature for fulfillment
	Extend branding through corporate communications and marketing materials
Strategy:
	Break-through creative with direct response components
	Positioning: XML leadership, "stay ahead of the e-business curve"
	Brand consistency across media platform
Audience:
	Financial community as well as CEOs, CFOs, CIOs and IT Directors of Fortune 1,000 companies building e-commerce capabilities
Results:
	Initial single ad placement: 200 leads
	During one month of communications (advertising, Web site, etc.) stock price increased approximately 66% from $6 to $10/share
	Within 9 months of communications, stock rose to $92
	Bought by Broadvision for $851.6M stock trade in April 2000 (SOURCE: Wall Street Journal)
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