Citrix
When an acquisition required Citrix to target a whole new audience, Groove 11 helped them make over five million impressions in the market.
Groove 11 is a brand experience agency. We have an unshakable belief in the power of meaningful, sustainable brand relationships. To develop these, we architect conversations that create unforgettable emotional experiences, inspiring audiences to feel, learn, do, or be.
Insights
Citrix, an access management software company, acquired Netscaler, a business built on hardware which enables next-generation load balancing. This signaled much more than a product addition. The Citrix value proposition of access management/security shifted to application delivery/acceleration, prompting the need for a dramatic change in business initiatives and business communications. Suddenly, Citrix found itself engaging an audience it never had before, with a need to start over explaining who they are, what they do, and why customers should care.
Architecture
Groove developed sustainable communication vehicles that repositioned Citrix in the marketplace, communicated the new value proposition, and supported a variety of functional communications. Via precise environments and venues in which to build awareness and consideration the integrated campaigns incorporated Web banners, interactive business portals, and email. This allowed Citrix to get their new story out, and to reliably capture metrics for assessing performance of each medium.
Impact
- Over 5 million impressions generated
- 2,475 leads generated
- The new brand voice smoothed the transition for Citrix employees, customers, and partners
"Groove's ability to fully immerse themselves In our business made me feel as if I had expanded my marketing department with some of the brightest in the business. They are as committed and passionate about our business as we are and my entire team really enjoys working with them."
Michelle Goebel
Senior Manager, Programs & Field Marketing
Citrix Systems, North America