Client Case Study:
Claiming a Niche

 
First Data Corp., with global headquarters in Denver, helps power the global economy. In 2002, the company launched a new authentication product. The platform provided a cost-effective and easy to use PKI alternative that allowed companies to increase security and accountability in their business applications without the burdensome infrastructure and costs associated with running a traditional PKI.

Entering a crowded and unfamiliar market space with an innovative technology, the First Data product group knew that their parent brand would only take them so far. The First Data corporate marketing and sales departments had relationships with some of the industries most influential media and high profile players, but they lacked contacts within the Information Security sector. The executives understood that success depended upon a sound go-to-market strategy.

Attain was hired to provide strategic direction and execute all tactical marketing plans. Our first course of action was to choose a market focus. Previously, the group had been marketing to multiple industries with limited traction in any one sector. Developing an understanding of a target market with a compelling need for the technology and defining the product group's place within that market was key to success.

After selecting a niche market, the Attain project engagement team worked with the product group and corporate stakeholders to deliver a successful go-to-market plan inline with business objectives, create an effective sub-brand and messaging for the product, and build a results-driven marketing plan.
 
As part of a major re-branding initiative, Attain renamed the product from aSuretee to the First Data Secure Signing Platform to better leverage the credibility of the First Data brand and then updated the product group's website visual design, messaging and product packaging. In support of sales efforts, Attain created a complete line of collateral to compliment the new branding and website redesign.
 
Finally to drive interest, Attain spearheaded an aggressive media and analyst relations program along with advertising and promotional campaigns featuring targeted messaging and compelling calls-to-action.
 
With a new brand and market focus, the First Data Secure Signing Platform received more media attention and coverage in top tier industry publications such as American Banker, InformationWeek and CBS Market Watch. With more visibility and more targeted messaging, the sales team received more inbound leads and was able to accelerate the sales cycle.