Case Studies

For examples of RainCastle's range, this selection of client case studies demonstrates creative thinking based upon strategic insight and business experience.

Unica

Challenge

Unica is a $100+ million company that provides marketing automation software to enterprise and mid-sized customers. Most well known for their campaign management solutions, Unica had the vision to rebrand during a recession, a time when the customer has more options. Unica asked RainCastle to help them redefine themselves as a broader, customer-centric, interactive marketing organization. RainCastle began by recasting Unica's brand strategy in order to define, articulate and visualize this differentiated positioning.

Solution

RainCastle kicked off the strategy process by conducting industry research and developing competitive matrices across different markets and product sets. In conjunction with the research, RainCastle conducted interviews with Unica upper management and customers — from multiple markets — that use Unica products for strategic as well as tactical applications.

From these discussions, Unica embraced a customer-centric, rather than product- focused view of marketing, which RainCastle articulated in a master brand creative brief that served as a blueprint for the visualization of the brand in the next phase of work.

RainCastle recommended the power of building Unica's brand around "the U," as it could mean both "you, the customer" and U for Unica. RainCastle encapsulated the brand message with the tagline MARKETING SUCCESS STARTS WITH U, and expanded it with core messaging including:

• Discover the U in Customer: Unica delivers customer awareness allowing you to build meaningful customer interactions.
• Discover the U in Communication: Unica's interactive marketing solutions enable you to communicate with your customers and prospects across all channels.
• Discover the U in Business: Unica helps you transform your passion for marketing into measurable business success.

With the tagline as the conceptual anchor, Raincastle delivered an integrated set of visual applications including, new corporate and product logos, web designs, Flash presentations, icon libraries, event themes, collateral and a full set of electronic and print brand standards.

The Unica brand launched in September of 2009 and has been highly regarded in the press, by customers, analysts and employees as a transformational brand.

Learn More

To learn more about how RainCastle's strategic services can help you achieve your goals, contact us or call Paul Regensburg at 617.965.2681 x225.