Microsoft Australia Partner Awards and Conference (MAPA) was originally designed for IT resellers. They decided to broaden the event’s appeal by including marketing, customer trends, customer stories and thought leadership on business. Brilliant idea, but the logo and branding looked older than Windows 1.0.
The brand needed a professional make over and targeted messaging based on their market segmentation strategy. Our launch theme was ‘Connect to Opportunity'. We developed a mix of communication methods to drive demand for MAPA and create excitement. The event website and communications were centred on four tracks: customer trends, customer stories, business growth and marketing. On the site visitors could filter sessions by their business segment, their role or one of the chosen tracks. Communication style and tone was tailored to each customer group. Media used included email, online and social communication on both paid and earned assets.
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