Introducing a new portfolio under a new brand

Client

Overview

Zix, Webroot and Carbonite have long-established positions in the cybersecurity market – with market-leading propositions in email encryption, threat and data protection.

With their acquisition by OpenText, the capabilities of all portfolios were consolidated into OpenText Cybersecurity, providing a single security portfolio for SMBs and mid-market businesses.

With each brand having a significant customer base and reputation at stake, OpenText wanted to present a structured, unified fit between each proposition. The clear objective was to create a logical reason why all these leading security technologies had been assembled within one portfolio.

The Rubicon Agency was approached to develop an integrated campaign that addressed each audience in a structured and phased manner.

What we delivered

The Rubicon Agency produced a unified message structure around Layered Security – covering cyber plays in Prevention, Protection and Recovery. This messaging provided a customer-friendly story behind the acquisitions and value for buyers.

Traditionally, security buyers have used best of breed vendors – but this new dynamic brings best of breed into one place. But there needs to be a clear benefit for how these solutions can work together.

The Rubicon Agency produced market education resources – including landing pages, eBook and infographic, together with a blog series, webinar and analyst report. The Rubicon Agency also produced a cascade of display ads and email outreach/nurture series for intent marketing. Each campaign was delivered into the brand customer/prospect base cognisant of market perception and audience maturity.

What did the campaign achieve?

Against a complex mesh of multiple brand changes, a new owner, portfolio positioning – and new notion of Layered Security – the campaign was instrumental in maintaining brand goodwill and sustained reputation. It also proved valuable in instigating customer and partner cross-sell opportunities within the portfolio.