Apptix

DEVELOPING A "ONE TO MANY" COMMUNICATIONS STRATEGY TO BUILD A BRAND

Apptix is a premiere provider of on-demand, managed messaging and collaboration solutions for small and medium-sized businesses. As an international company, timely, expedient communications are especially important to Apptix.

"Tuvel Communications offers 24/7 service and pays close attention to the details that make our online communications program a success!"

— Samir Gulati : VP, Marketing and Business Development, Apptix 

Goals

Apptix wished to:

  • Expand its communications program with investors, partners, customers and analysts;
  • Highlight the Apptix brand while telling the story of its direct and channel partners;
  • Develop a turnkey online marketing program incorporating administration, reporting and a template for future uses;
  • Inform partners and funders about industry moves; and
  • Reduce the need to communicate one-to-one with stakeholders.

Strategy

Tuvel recommended developing a “one to many” strategy that would save time and effort by streamlining communications and processes. Tuvel developed communication products and programs that let Apptix send the same message to its direct customers and its indirect ones — those that come through partners, such as Hewlett Packard, IBM, and MS. Such multipurpose messages are an efficient process for both sender and recipient. Although developed by Tuvel, the messages appear to originate with Apptix.

Tactics

The program includes broadcast and stand-alone mailings for distribution, such as industry and company news that appeals to all customer segments. Online communications build relationships with customers and prospects, especially when the look and feel are integrated with the organization’s website to deliver consistent branding and messaging.

An e-mail newsletter is the primary element of the Apptix program. The company uses the newsletter to announce company acquisitions, showcase analysts’ reviews and vendor spotlights, and highlight the Software as a Service (SaaS) market. Tuvel commissioned a newsletter design that is professional and attractive, making it inviting to read when it arrives in recipients’ inboxes.

The newsletter program offers a way for management to comment on and demonstrate Apptix involvement in industry news and events. Stand-alone e-mailings and a quarterly broadcast schedule enhance the value of the newsletter.

Other messages feature mainstream media sources of information, which reinforces Apptix’s position as an industry leader. Tuvel also created a customer database that can be used for future targeted communications and investor relations.

Results

As a result of the newsletter program created by Tuvel for Apptix, the company database has grown nine-fold over only one year. Newsletters are yielding a 30-percent open rate and 10-percent click-through rate — beating industry standards by far! Feedback on newsletter content and presentation is consistently positive. A low unsubscribe rate confirms that subscribers receive and appreciate value from Apptix communications.

Achieving Similar Success

For information on how you can put a Tuvel Communications Program to work for your company or organization, please contact us.