Procore - Brand Launch
Brand Launch Case Study
Objective: Procore's objective was to launch a their brand and double their user base in 6 months. A simultaneous and brand launch and product launch campaign was the driving force.
Strategy: (ärtićulāte) as the brand marketing agency, recommended a strategy that appealed to site supervisors - "guys with mud on their boots." Procore's new brand marketing "look and feel," website redesign, ad placements and events all focused on raising awareness and increasing its customer-base organically.
Results: After 2 years, the new brand launch has met investor and sales quotas and continued to grow its user-base incrementally.
Logo
This brand launch marketing campaign appealed to an audience of male, non-technical construction customers. "The Project Power Tool" communicated the brand launch in a very concrete way, and helped support the tag-line as part of the brand mix "At the core of every great project ... is Procore."
Procore: "Project Power Tool"
Brochure
A brand marketing launch brochure with clever hand-written notes integrated with the same basic, simple, easy-to-use look and feel.
Print Ads
A series of irreverent print ads assisted in gaining awareness for the new brand launch. The ads were strategically placed in publications before a major trade events. An ongoing PR initiative applied constant pressure and built exponential brand awareness.
Tradeshow Marketing
A series of targeted trade events continue to support the product brand marketing launch. Thee shows were staffed with a tightly choreographed team of both Procore internal and (articulate) creative communications personnel.
