Background
StarPIN is a unified messaging service group that centralizes a variety of
different telecommunications media – phone, fax, e-mail, voice mail,
and so on – in a single, easy-to-use application. StarPIN, had
an urgent need to define its place in the market in a time-efficient
and creative
manner.
Insight
Ninety percent of StarPIN's business was in communications, specifically
phone, fax, email, and wireless products. A new positioning, name, and
corporate identity were required to make the company’s unique niche
in a developing market segment clear to all stakeholders.
Actions
Position the company in a new category. Defined as a unified messaging,
StarPIN would have to compete against established telecommunications goliaths
like PacBell. Zinc therefore repositioned the new company as the largest independent
provider of unified technology for communications, differentiating it from larger,
more recognizable competitors.
Create a new brand. Zinc expressed the company's focus on immediate
solutions through the positioning line, "One Number. Infinite Possibilities." Zinc
also worked with the Versada Networks to develop the name StarPIN.
Craft a compelling corporate identity. Zinc supported the StarPIN
message with a logo that illustrates the pervasiveness of the company’s
technologies. This symbol-driven identity is clearly legible on everything
from billboards to web apps.
Build momentum with integrated advertising. We staged a launch party
and developed advertising for the tradeshow at which the company unveiled its
new name and positioning.
Results
By redefining StarPIN's identity and positioning in record time, Zinc Solutions
enabled the company to meet its media launch schedule, which was highly successful.
Zinc’s integrated advertising efforts created broad name recognition and
heavy traffic flow to the StarPIN Web site.
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