Go to Market strategy for Software integrations
Empowering social good organizations using messaging
Project brief
The pandemic arrested one of our most revenue driven markets so we had to make a pivot. Market research rephrased our strategy into the social service and non profit space because of global demand for pandemic combating initiatives. That is when we found Blackbaud's ISV Partnership program, the world's leading software company powering social good services and organizations.
My Role
I was instructed to arrange and produce a go-to-market strategy that would allow us to strategically breach the cloud computing software classes that serves the social good community which included nonprofits, foundations, corporations, education institutions, healthcare organizations, religious organizations, and individual change agents.
BlackBauds ISV partnership network
Above is a consolidation of the visual assets we used in Blackbaud's ISV network dashboard. Blackbaud's ISV network is for software partners that want to build integrations with them. Our goal was to generate app enrollments by creating messaging strategy around the value text messaging has as one of the most effective solutions for fundraising, donor and volunteer relations. You take a look at the full depth of integrated features we offered Blackbaud Raiser's Edge NXT which was their proprietary fundraising platform.
VIEW EVENT PROMOTIONbbcon 2020 virtual conference
bbcon 2020 was a virtual conference that Blackbaud held in September 2020 which featured over 38,000+ registrants from over 70 countries. Our team was invited to be a keynote speaker and talk about the depth of their cloud based solution. We were invited to speak to attendees and social good fundraising experts about the how they can use Textmunication's text marketing solution to enter the digital psychology of their market.
the strategy and result
Before, during and after the event we launched a multi-channel marketing campaign to generate attendance, brand awareness and enable sales for potential Blackbaud integrated software users. We generated over 60 accounts alone from this campaign which generated around $40,000 in MRR.
View Marketplace listingUsing text to support a community of over 21,000 families
Our software relationship gave us access to Blackbaud's Raiser Edge NXT client portfolio which included over 13,000 non-profits. Our marketing and sales effort led us to impact a social service organization called UCAN Chicago which was able to achieve a $21 million dollar fundraising benchmark with our messaging API.
Disseminating our relationships on multiple channels
We launched an affiliate PR strategy to build momentum about the news about our integration targeting the whole Blackbaud community. Our strategy was to fuel the narrative on the value that integrated text message marketing system brought to social good initiative like fundraising performance reporting. This was valuable to our go to market strategy because our we knew are target would find accuracy in trusted and not paid sources.
The problem with the dashboard
Users reports and usability test convinced us that the original dashboard's implied workflow was a bit foggy. The placement of action buttons did not grab the user's because of how remote they were. We focused our design thinking on making the most important objectives clear, the ones that made text marketing programs successful. Since the dashboard was the epicenter of the users flow we focused on simplicity and easy navigation.
The problem with the inbox
It was too difficult for the user to interpret the response history for each number. Users were reporting that this cause them to miss important engagement with specific recipients. As a resolve we redesigned a layout that would map out all the conversations that they are having on the left hand margin. Then once one of those conversation are selected it collapses the history of the conversation between you and that user. Conventionally what you would see with all state of the art messaging apps now. Two-way messaging is one of the most understood features of our mobile devices so the nature of the layout should be as relative.
BRanding
Rebranding Textmunication
As a marketing manager at Textmunication I directed the digital marketing elements which included the web, social, email, brand identity and meaning in the digital space, simultaneously. Our aim was to create a brand image that would represent the industry leading mobile marketing technology we were building.
We started with
branding elements
For the first couple years of my involvement it was more about consistent messaging, but I soon learned that a consistent identity would make the message more powerful and trustworthy. I decided on these branding elements which were inspire by the past accomplishments but the growth and present feel.
Blending stock imagery
to create clarity
Alongside strong stock imagery of people it is equally as important to show visuals of the product in action. Below surface layer user experience such as a login screen, but this same concept can be applied to show more complex experiences.
Blending stock imagery
to connect
Consistency stock imagery can help create constency around the specific emotion we were trying to evoke. Showing scenes where consumers are happy, having fun, and partcipating adds to this strategy so these type of assets are what we decided on.
Social Media
Product benefit and value on social
I managed the Instagram, Twitter and Facebook accounts for 5 years. Here is some of the assets that we used to reach and nurture our audience and maintain brand awareness and engage our following base.
CopyWriting
Stimulating product interest using copy
I led our the positioning, messaging and voice in our content marketing strategy. I have also produced copywriting strategies for company newsletters, user-guides, product category trends, case studies, feature glorifications, product launches and more.
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