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Smart Solutions Breakfast Series Delivering Compliance Solutions

Client:

Microsoft Canada (Enterprise Financial Services Division) and HP

Challenge:

Microsoft Canada and HP have partnered to deliver an educational series of seminars addressing compliance issues at an enterprise level in the financial services industry. These sessions were designed to drive new relationships and generate revenue through the financial services vertical. The target market was senior business decision-makers from some of the largest organizations in Canada including RBC, BMO, TSX and Great West Life. Microsoft is often considered to be a software provider, not an enterprise solutions provider. Business lines |typically passed the invitations to their technology team. In the past, it had been difficult to get their commitment to attend. An additional challenge was that the database was very out of date.

Solution:

Strategic:

Kaleidoscope developed a sub-brand that was appealing and reinforced the strong Microsoft brand. The logo was linear and reflected Microsoft's corporate and secondary colours. All elements in the program reflected these colours. Kaleidoscope developed a robust database, specific to the defined target market through our outbound calling division. The invitations were sent out, promoting all five events offered, with reminder postcards and emails sent out in the weeks prior to the specific events, followed by personal phone calls.

Tactical:

Kaleidoscope developed and produced all the collateral material including invitations, reminder post cards, an electronic invitation, signage, presentation outline and project managed the third party keynote speakers. All communications and customer experience was consistent, whether it was delivered via mail or a Microsoft sales representative.

Results:

The target number and quality of attendees was met, with 20% attending multiple sessions. The majority of attendees ranked the usefulness of information, as an 8+ out of 10, and indicated an interest in being contacted by a sales representative. Contacts were added to the database for future lead generation initiatives. Revenue targets were achieved.
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