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Sage Australia Case Study

 

The challenge

Sage Group is a leading global supplier of business management software. It has over 6 million customers in 24 countries world-wide; global annual revenues of over $2 billion; 23,000 employees; and 28,000 business partners globally.

Sage entered the Australian market with a purchase of three local operating companies, which it proceeded to rename with the prefix ‘Sage’. However, the Sage parent brand had no awareness in the Australian market and its three offspring brands had no connection to the Sage brand, or, in fact, to each other.

BrandMatters’ initial task was to launch the Sage Australia brand into the Australian marketplace. Not only did BrandMatters have to position Sage as a market leader in the business software category, but it also had to convince the three operating companies of the benefits the global Sage brand could provide.

The process

BrandMatters used internal research to inform the development of a brand and marketing strategy for the Sage corporate brand.

In 2006 the first of a series of eight annual integrated marketing campaigns was developed and executed to launch the Sage brand into the market. This integrated campaign brought together each of the four businesses under a unified look and feel for the first time.

Subsequent and ongoing alignment to the global look and feel has been able to provide potential customers with the reassurance of a global brand while still retaining a unique positioning for each of the operating companies.

The outcome

Sage’s brand awareness grew from 23% in 2006 to 69% in 2011 among businesses with more than 200 employees, Sage’s target audience.

BrandMatters continued to be retained by Sage to manage their corporate brand and develop and execute their annual marketing campaigns across print, OOH, digital, TV, PR and direct marketing channels until 2014.

In 2014, Sage’s global parent brought global marketing back in-house, and BrandMatters partnered with Sage to help it recruit its internal marketing team.

BrandMatters continues to work with Sage on locally-driven strategy and research programs, including a 2015 investigation into the payroll software market.

BrandMatters has been working across the entire Sage Australia group since 2007. We rely on them for strategic advice, they co-ordinate our yearly advertising campaign and they provide marketing and creative insights and services for our business units. The team at BrandMatters is strategic, approachable, knowledgeable and experienced and I see our relationship continuing well into the future. The most valuable attribute of our relationship is that they truly understand our business.

Managing Director, Sage Australia

BrandMatters services used:

Consult

Market research - qualitative & quantitive
Brand insights & recommendations
Workshop facilitation
Stakeholder depth interviews

Create

Brand architecture

Express

Graphic design
Digital design
Production
Marketing & communication - strategy
planning
copywriting
campaigns
Brand management
maintenance & measurement

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