IT services company Mimsware knew they had to do something different if they were going to grow. Despite successfully creating a niche in serving small city governments, their business was unfocused – covering large enterprises, small-to-medium businesses, as well as government customers.
Mimsware engaged Arketi to help create a strategy, define a go-to-market position, and develop a new brand positioning.
- Putting the IT in City
Arketi’s initial task was to create a message that would differentiate Mimsware in an extremely crowded space. After that, the focus would be on generating leads and awareness.
As with any engagement, Arketi started the Mimsware messaging project with an Unearth Session to better understand Mimsware’s target audience, competitive landscape and the company’s key differentiators. Following that session, Arketi conducted primary research that involved interviewing customers and prospects to understand their purchase decision-making process, as well as the most important purchase decision attributes and benefits.
Based on this information, Arketi determined that Mimsware’s lack of focus in its target audience was limiting its opportunity to fully own the space where it was had gained the most traction and customers – city governments and municipal leagues.
Arketi also determined that a renaming exercise was warranted, as the current name, Mimsware, did not support the new company focus. As a result, the new message and company name came together to support the new go-to-market brand:
Sophicity’s deep expertise provides cities and municipal leagues with the IT consulting services they need to unleash the potential of government IT. Sophicity puts the IT in city.
The new positioning focused on Sophicity providing IT services and consulting tailored to city governments and municipal leagues, thereby enabling them to better plan, implement, and manage their technology infrastructure.
Sophicity’s target market became very focused: government officials from small and mid-sized cities in the Southeast including city clerks and city managers, police chiefs, officials from municipal leagues such as the Georgia Municipal Association and IT decision makers within city governments and municipal leagues.
With the new message in hand, Arketi began a visual branding program for the company. The branding project incorporated the new value proposition and tagline, “We put the IT in city.”
Following the logo creation, Arketi developed potential brand concepts in the form of mood boards. The selected mood board incorporated iconic city imagery, such as water towers and road signs, and tied them to buyer benefits such as “expertise” and “service."
Arketi then developed the needed branding materials to go-to-market, including a new website, collateral, and a suite of templates for newsletters, PowerPoints, etc.
Overall results exceeded expectations within the first year. First, the results of Arketi’s branding and messaging projects helped Sophicity greatly expand its prospect base. Following the completion of the company rebranding, Sophicity was able to get in front of an additional 1,200 new prospects, representing 5 percent of its market. Sophicity also was able to add 350 new cities to its distribution list with messages that clearly resonated with its target audience.
Within a few months of the launch, Sophicity’s CEO noted that the company had experienced a five-fold increase in invitations to submit request for proposals from city governments across the Southeast. Since then, Sophicity has grown revenue and landed numerous clients.
The rebranding has also helped Sophicity further its push into other Southeastern states. The company’s new message and brand highlight its expertise in city government and reaches prospects in a way that is more personal and relevant to their needs.
“Marketing has helped our buyers come to us rather than us having to find them. I measure everything and even through the recession and the launching of our brand we’ve shown positive numbers within our market. Just within our states we’ve tripled.”
– David Mims