The solution:
To ensure that SQA’s “new brand” captured the essence of the company, Im-aj conducted extensive research on the software quality assurance industry, SQA’s clients, and its employees to uncover the personality of the organization from every point of view and better understand its place within the industry. We then created a new logo and tagline that precisely reflected SQA – its capabilities, goals, philosophy, vision and character. With the new brand in-hand, Im-aj developed and executed a comprehensive strategic marketing communications and media plan. It included an award winning direct mail piece, which delivered an invitation to a special “unmasking” event to launch the new brand; a decorative mask for the night; and an interactive CD, which presented a tour of SQA’s new website, developed by Im-aj. To make the event memorable, Im-aj developed an interactive icebreaker game that involved participants putting together puzzle pieces that made up the new logo. Following the event, Im-aj executed an advertising campaign supported by public relations tactics, including trade show sponsorships, webmails, and an ongoing e-newsletter, as well as media relations.