Extending an end-to-end business solutions brand to targeted decision makers
Dassian is a fully integrated, standard end-to-end solutions provider that offers a simple and flexible way to streamline projects across your enterprise, reduce operating expenses, and keep compliance in check. They wanted to attract attention to their brand to three key personas across the business process industry: Business Transformation Executives, Compliance Leaders, and Large Scale Systems Integrators. The strategy for engaging this audience involved targeting each with curated solutions-based content and then directing them to persona-driven landing pages within the Dassian ecosphere.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
To start, Dassian had little more than a logo, a decent website and a trove of complicated charts and graphs. Dassian's integrated business solution can be a complex concept to grasp, so my challenge was to distill the way the client integrates and streamlines processes in a digestible way make partnering with Dassian a natural fit for key stakeholders. Once I developed a simplified extension of the brand identity, I tailored each user journey into better understanding the process by way of paid social, animated graphics and online experiences.
To create a plan to deliver the right information to Dassian's audience, I developed a brand extension playbook that outlined each persona and the ways in which Dassian can understand their needs and engage them with appropriate content. I created paid targeted social posts that directed each decision maker to curated landing pages. Within that space, I transformed complex process charts into animated graphics and videos that helped illustrate how Dassian's integrated business solution breaks down silos, increases efficiency, and opens a runway to future growth.
The project was a success in engaging the Dassian audience. On social alone, they saw a 10% increase in followers, a 54% increase in average engagement and a 6,373% increase in impressions. Their client roster grew, the value of the company skyrocketed, and they were recently acquired by Omegro.
