OnPath Technologies Creative Brand DNA
"We needed a targeted, innovative strategy to launch a strategic new product and expand our addressable market. Garfield Group created a powerful brand and incredible results helping us surpass our 2010 revenue goals."
— Brian McCann, CEO, OnPath Technologies
How can rethinking your brand increase your bottom line?
Garfield Group helped OnPath take its brand-and business-to the next level.
OnPath is the leading provider of scalable connectivity and monitoring solutions for high-performance networks. Supporting a legacy of more than 25 years, OnPath has over million installed ports in both Fortune 1000 and government data centers.
When OnPath planned to launch its "game-changing" 3900, it was also time to elevate the company to compete with industry heavyweights like Apcon, Arista and Gigamon. The challenge was to make OnPath synonymous with solutions-Test Automation, Network Monitoring, Application Services-while fostering market segment expansion.
Through the process, it was vital to preserve the "mission-critical" history and track record of its core legacy product-the OnPath 2900.
In less than two months, Garfield Group launched a whole new OnPath brand. Using our Creative Brand DNA process, a new spirit and personality brought key brand attributes-mission-critical reliability and quality,exceptional performance, excitement, innovation and inspiration-to life. Led by the theme "Always ON," the new brand was launched via a new website, two-tiered lead gen email program, eNewsletter, and sales enablement tools like fact sheets and PowerPoint. Following suit, we renamed their UCMS monitoring software HorizON-emphasizing its ability to provide a clear view of network performance.
Measure & Action (our evaluation of analytics and measurement) spanned the four-month period post-launch. We tracked significantly higher traffic and user engagement from more qualified visitors. Site metrics were measured against industry websites of similar size showing that OnPath's time on site and content engagement now exceeds the industry average.
Most significantly, OnPath surpassed its 2010 revenue goal of $1M, driving $5M in sales. In 2011, OnPath plans to expand its marketing footprint to drive an even broader reach and revenue.