Kronos – Vertical Markets Campaign

Before working with Nelson Schmidt, Kronos, a leading provider of workforce management solutions, concentrated their advertising message too heavily on the complicated technical features of their products. We helped them shift from a technology-focused selling proposition to promoting the ultimate real-life benefit of their technology to specific vertical market buyers.

Case Study

Target Audience:

Large/enterprise companies not currently using talent management software; titles include C-level, Vice President, directors and planning-type titles

Communications Objective:

• Increase leads through building awareness and interest for the Kronos vertical-specific markets
• Leverage Kronos’ success and brand reputation into vertical-specific markets
• Create a consistent ad platform for the Kronos vertical-specific markets
• Improve internal morale within Kronos

Communications Strategy:

Ads were placed in vertical-specific trade publications

Results:

• Increased target audience awareness of the Kronos vertical market solutions
• Improved internal morale and created enthusiasm within Kronos
• Recognized in BtoB Magazine 2007 “BtoB’s Best Creative Awards”