/// Success Story

 

 

From 2003 to 2007, we helped Annex Consulting grow its alliance membership of 1,000 independent IT contractors to well over 4,500 and maintain their industry leading 97% satisfaction rating. The combined efforts of guerilla marketing tactics along with a simple and no-nonsense B2B marketing approach contributed to Annex's 150% year-over-year growth rate.

 

COLLATERAL

Because we had worked with Annex since 2000 on a number of web projects, helping them make the most of their growth was relatively straight forward since we didn't need to spend time getting to know their brand intimately. We revitalized Annex's brand and created a system that reflected the organization and its identity: Simple, corporate and easy to duplicate. Then we created some simple one-page direct mail pieces, project sheets and brochures. Within the new collateral we also added simple information illustrations that clearly explained how the Annex Consulting model works, how they differentiate from their competitors and how the Annex model benefits their clients and their members.

 

WEBSITE

The next task was updating Annex's online presence. Once the requirements for the web site were complete, we dove into creating a web site that was both functionally better and visually more engaging than the previous version. The Alliance section was also dramatically improved with a more usable interface to help simplify applying for membership and searching and posting opportunities.

 

RESULTS

"The results from the new marketing material and web site was very positive. When we launched our new website in 2003, we added 400 new members that year, more than we have ever added in a single year previously" said Annex president Stacey Cerniuk. "One reason was the new web site. SterlingKlor did a great job on enhancing the customer experience, especially in the Alliance area. Visitors find it much easier to apply for membership and look for opportunities."