1-For-All Marketing: Product Strategy, Marketing Strategy, Internet Marketing, and Implementation Services

Case Study: Product Strategy, Marketing Strategy, Internet Marketing, and Implementation Services

for Internet Products, Inc. (acquired by St. Bernard Software)

In 1999, Internet Products introduced iPrism, the world’s first Internet server appliance dedicated to Internet access monitoring and control. iPrism enables corporations, schools and other organizations to make the Internet a safer and more productive environment for end users, while protecting the organization from the legal liabilities associated with inappropriate Internet usage. Internet Products was looking for a firm that could help them plan then implement this major launch. 1-for-All was their choice.

After creating a multi-faceted Go-to-Market Plan designed to achieve their unit sales and revenue goals on a marketing budget that didn’t leave room for error, 1-for-All was retained to act as Internet Products’ virtual marketing department. As part of this service, Nev Grove became Internet Products’ VP of Marketing, managing both in-house marketing personnel as well as 1-for-All specialists in a number of marketing disciplines.

Over the course of a year and a half, prior to their successful acquisition of Internet Products by St. Bernard Software, 1-for-All implemented a number of successful marketing programs designed to generate leads, promote the company, and promote the brand. Activities included:

Planning and coordination of several direct mail and telemarketing campaigns
Management of public relations programs
Trade show strategy, planning and execution
Various business development, partnering and investor relation related activities
Product line re-pricing to improve margins without impacting sales
Collateral development, including:
- Reviewer's guide
- Product brochures
- Several competitive pieces
- Presentations for sales and press use
- FAQs
- Various letters and e-mail for sales use
- Company letterhead and business cards

Many Internet marketing programs were also conducted on Internet Products’ behalf:

Web site update including unique content development
Definition and launch of several opt-in e-mail campaigns to both internal and third party lists
E-newsletter sponsorship advertising campaign creation and execution
Custom landing page creation for the various sponsorship ads and opt-in e-mail runs to improve
Tracking and analysis of the various Internet marketing campaigns

Additionally, 1-for-All performed a number of product strategy related services, including:

Assisting with various product strategy and business plan development related activities
Conducting Internet-based market research data mining
Defining and executing several primary research market surveys
Conducting competitive research and analysis