CONVERGE Explore
PROJECT OVERVIEW
Launch the CONVERGE Explore program to provide free CONVERGE licenses to users in need. Create a new sub-brand under CONVERGE and develop visual identity, creative marketing materials for all channels, and marketing strategies for a successful launch.
OBJECTIVE + CHALLENGE
Make complex and expensive CFD software, CONVERGE, accessible to a wider audience. Address the challenge of users without organizational support. Create an identity within the CONVERGE umbrella.
ROLES + RESPONSIBILITIES
Led naming, identity design and branding, provided creative direction for omni-channel marcom. directed marketing strategy with a focus on CFD forums, and guided the user journey approach. Oversaw product launch and integration of creative marketing material across all channels. Monitored metrics for success.
STRATEGY + EXECUTION
Combined targeted CFD forum ads and engaging, highly visual LinkedIn posts to raise program awareness. Designed a user-centric program webpage with lead generation tactics. The live program web page can be viewed at convergecfd.com/products/converge-explore-program. The initial press release announcing the program can be viewed at convergecfd.com/press/.
RESULTS
Exceeded expectations by achieving 2 times the initial program contacts goal and 6 times the goal of active users globally within three months. Impressed the executive team with program performance. The program continues to be successful and grow. Due to the high growth demand, a new FTE position was created to support Explore users.
