Challenge
Municipal Software Corporation has been providing superior software
solutions to local Canadian governments since 1982. Their CityView
product was a flexible, customizable and scalable software that
automates any system in a local government organization, thereby
increasing efficiency and productivity. They needed to launch and
increase awareness of CityView in the US local government market, and to
update all of Municipal’s marketing and advertising material.
Action
NextPhase created a strong new market positioning and ad campaign
for CityView. This included a marketing plan and creation of a
comprehensive set of marketing tools. A new theme and ad campaign
“CityView Powers Up Productivity” was placed in local government trade
magazines. This theme was applied to new product brochures, product
sheets, a direct marketing program, an industry trade show display, and a
revitalized quarterly newsletter for distribution to current and
potential customers.
Results
Despite a tight budget, NextPhase was able to reposition CityView,
launch it into the US market and increase sales. This directly resulted
in Municipal receiving its largest project to date – a $2 million
contract from the City of Denver, Colorado.
