TechnologyOne (ASX:TNE) is Australia’s largest enterprise Software as a Service (SaaS) company and one of Australia’s top 200 ASX-listed companies, with offices across six countries.

Their enterprise SaaS solution transforms business and makes life simple for customers by providing powerful, deeply integrated enterprise software that is incredibly easy to use.

With over 1,200 leading corporations, government departments and statutory authorities powered by TechnologyOne, they are proud to provide their customers with enterprise software that evolves and adapts to new and emerging technologies, allowing customers and users to focus on business and not technology.

They had challenging UK growth goals to reach and a modest (compared to the rest of the category) budget to hit them with.

Our mission as their partner was to build and execute a “smarter” media plan that maximised every pound / dollar without falling into the lower funnel only trap.

After analysing the challenge and TechnologyOne’s UK consumer research, we made three primary strategic choices to get them there:

1. Data

We used data that went well beyond media. The brand team shared not only TechnologyOne UK’s strongest markets to focus our investment, but the most profitable markets, meaning we had a winning hand going in to the media plan design.

And by creating deeper target personas of our target segments of public sector and higher education technology decision makers through syndicated research, we were able to precisely target users and organisations most likely to purchase, and research further.

Knowing the brand’s assets were all Digital and that we were not beholden for any reason to a national media plan allowed us to cherry pick markets and media channels for maximum profit impact.

2. Creativity

When all of the brand’s assets were Digital, we added Traditional media to the plan. Our team believes that creative media ideas are more impactful, memorable and effective use of media spend, so we created a playbook of creative digital assets including video to drive engagement and keep the message fresh and relevant.

3. Positioning

We brought the brand’s personality to life. Rather than only choosing basic programmatic media formats (which helped us score reach) we found media partners that could bring TechnologyOne UK’s brand personality to life as well. Our favourite was ZDNet, a publication widely revered as the leader in technology news, their platform allowed for creative video pre-rolls and contextual targeting to provide meaningful engagement with the brand.

4. Risk-Taking

The brand invested heavily in breakthrough creative. TechnologyOne delivered videos and other digital assets that were unexpected in the UK markets.

Perhaps this production left us with a few less pounds and dollars for working media, but we knew every one of them were going to work twice as hard due to the team’s investment in the right creative.

So, How Did It Perform?

While all of our markets outperformed our goals, digital markets saw:

– 1.33 million impressions generated
– 317% increase in UK traffic
– Providing TechnologyOne UK with six-figure earned media value
– Industry awareness rose 17% overall, doubling our goal