Branding

The agency worked with the BASF Information Services Group to introduce a series of new software tools to employees in worldwide locations. Delfino Marketing was challenged to name the software and create a logo with recommended standards for use. The agency then developed an integrated marketing communications program, which included “teaser” training and ongoing awareness materials to promote and encourage use of the new software. Most of the communications were designed to help overcome the fear and resistance commonly associated with the introduction of new systems among large groups of employees. Digital direct mail, printed literature, on-site motivational messages, premiums and corporate communications were implemented. Post-launch elements were also designed to underscore the value of the tools to skeptical users who were reluctant to accept changes in the way they tackled their day-to-day responsibilities.