Fleur Creative Strategy and Communications Fleur Creative Strategy and Communications

Integrated Communications Campaign

Race to the Future
ePlus + Dell Technologies

Developed a dynamic, multi-touch, B2B partner marketing for Dell Technologies and ePlus to increase awareness about the partnership; educate and engage potential customers about its many capabilities; generate leads and move them through their buyers’ journeys; and improve go-to-market internal alignment within and between the two companies.

To deliver on these goals we created a strategic, creatively-themed experience centered around elite triathlons. Like the preparation, coaching, and tools top athletes require to compete, organizations too need powerful, seamless technologies to lead their industries. To bring this to life, we created a robust demandgen program, centered around a dynamic microsite experience, that includes unique content assets, eNurture and paid ad campaigns, sales enablement materials, and field marketing tactics.

Transformation Island
VMware & Presidio

Previously known as “It’s a Big Cloud Out There”

Developed a multi-year, B2B partner marketing program on behalf of VMware and Presidio, a multi-billion dollar global reseller of VMware and other solutions. The purpose of the program is to increase awareness in the market; educate and engage existing customers and potential prospects about the partnership’s capabilities; and close the gaps internally between the various constituencies to generate and maintain momentum for their sales and marketing efforts.

To deliver on these goals we created a highly strategic, creatively-themed, program that employs a microsite, curated content, digital marketing campaigns, and various sales enablement and field marketing tactics to:
• Promote the shared value proposition
• Improve alignment across partner marketing and sales teams
• Drive consumption of partnership solutions and meet pipeline and revenue goals

Client reported results (as of Q3 2021):
• 60,000+ unique visitors
• 12-million impressions
• 4,500+ engaged accounts with 1,000+ employees
• $18-million in pipeline generated
• $4.5-million in closed sales

IAM Protected
ForgeRock & Google Cloud

ForgeRock®, a global leader in digital identity, delivers modern Identity and Access Management (IAM) solutions for consumers, employees and things to simply and safely access the connected world. As Google Cloud’s Only Premier Partner for IAM Security Protection, ForgeRock IAM for Hybrid IT on Google Cloud enables large enterprises to accelerate IAM modernization at scale for any use case.

Upon creating a strategic co-sales partnership, Forgerock and Google Cloud needed a concerted, co-branded, B2B partner marketing program focused on this joint solution. The program was designed to project their shared value proposition into the marketplace; educate, activate and reinforce Google Cloud sellers about ForgeRock solutions, products, services and customer success stories; unify ForgeRock’s solution positioning with Google Cloud priority marketing and sales enablement themes; and create better alignment both inter-organizationally and intra-organizationally around their shared go-to-market efforts.

To achieve these goals, we developed a creative construct based on the IAM acronym, widely understood among target audiences, and associated it directly with the ForgeRock and Google Cloud brands. By doing so, we were able to help them take ownership of the category in the minds of their target audiences, while building a flexible messaging platform enabling them to speak to many different benefits, solutions and audiences. Based on this construct, we developed a robust partner marketing program, which included a partner microsite, content assets, digital campaign, and sales enablement assets.

Love Your Food
Town of Mamaroneck, NY

A tri-municipal community in Westchester County, New York received a three-year grant from the State of NY to educate community members about the importance of reducing food waste. Similar to creating a brand presence for a start-up company, this public-facing initiative needed a clear marketing and communications strategy along with suite of materials designed to engage, educate and motivate local community members to take action.

Working directly with key stakeholders, we developed a clear brand strategy, complete with logo, tagline, and messaging, to clearly define the initiative. The brand was designed to take an accessible, innovative and upbeat approach to a serious topic. Tactically, we designed and launched a suite of marketing and communications tools, including a print mailer, a fun and fresh website, community outreach and other related materials, to empower our stakeholders to engage with their constituents across a number of channels. With the completion of the grant period, the Love Your Food is no longer a functional website. To see what it looked like, view the prototype or the eBook by clicking the link to the right.

Destination Transformation
VMware & World Wide Technology

Developed a B2B partner marketing program on behalf of VMware and World Wide Technology, a multi-billion dollar global reseller of VMware and other solutions. The purpose of the program was to project their shared value proposition into the marketplace and highlight the business value derived from it; promote VMware Cloud Foundation, a core VMware solution; convert unknown users of the WWT platform into known users via the registration page and drive them deeper into the platform (e.g., labs, workshops, etc.); unify and coordinate their respective marketing and sales enablement messaging / activities to achieve their overall pipeline / revenue goals; and create better alignment both inter-organizationally and intra-organizationally around their shared go-to-market efforts.

To deliver on these goals we created a highly strategic, creatively-themed experience centered around the concept of “Destination Transformation,” the desired end state of global enterprises undergoing highly complex digital transformation initiatives. Leveraging this travel-oriented metaphor in visuals and in copy, we created a themed microsite experience, complete with curated content assets, ongoing digital campaigns, sales enablement and field marketing tactics. The program, which ran throughout 2020 and was considered quite successful, resulted in the following topline performance metrics:

• 6.1-million+ impressions
• 16.6-thousand+ clicks
• $24.8-million+ in pipeline generated
• $8.5-million+ in revenue