CONVERGE Horizon

PROJECT OVERVIEW

Leadership decided in late 2022 that they wanted to offer cloud computing options to CONVERGE customers as a value added service as well as a way to make the software more available for smaller companies, quick one-off product development explorations, or entrepreneurial efforts. My team was tasked with developing the product name, visual identity, and sub-brand under the CONVERGE umbrella, all of the marketing and promotional materials needed for product launch and promotion, and the marketing strategy to roll out the new product and get existing and new CONVERGE users to begin using the service.

OBJECTIVE + CHALLENGE

Introduce CONVERGE Horizon as an accessible cloud computing service for CONVERGE users, overcoming market competition and adoption barriers of a highly competitive and rapidly growing market space.

ROLES + RESPONSIBILITIES

Led product naming, branding and initial identity and marcom design. Directed marketing strategy with a focus on reaching existing CONVERGE customers through established digital and print marketing channels. Oversaw and directed content creation and integration of creative marketing materials across all channels.

STRATEGY + EXECUTION

With an initial focus on existing customers familiar with CONVERGE, our primary, established marketing channels were leveraged to reach users—namely LinkedIn, email, and our annual in-person user conference. Interested users were funneled to the product web page through highly visual LinkedIn posts, print materials, and YouTube videos. The live product web page can be viewed at convergecfd.com/products/horizon. Initial product press release can be viewed at convergecfd.com/press/.