Previously, ACA Co. did not have formal marketing campaigns for industry penetration. All that changed when they started to loose market share in five (5) industry verticals that were critical to them. To stem the losses, they needed a reference point to develop marketing campaigns to drive awareness and consideration for ACA's brand.
Vaxa was asked to determine ACA's relative mindshare in the five verticals and assist in developing an integrated marketing campaign that will support ACA regaining and growing its market share in the targeted industries.
Global primary research was conducted in the US, Europe, and major AP countries. We used a 3-phase approach where Brand Awareness & Perception was a key driver to design a portfolio of marketing campaigns and collateral.
ACA implemented a phased multi-media campaign - starting in the US and the UK, then into other countries in Europe followed by Asia Pacific. Vaxa worked closely with ACA's internal and external teams to refine the campaigns as they rolled out.
