KANSO
Kanso Software is a company that develops software for tribal and public housing authorities. They recently went through a company rebrand and launched a new software as a service (SaaS) platform called Doorways.
Their software platform allows housing authorities to manage their occupancy, finance, maintenance, and reporting needs in one easy-to-use interface.
Problems Faced
Branding
Kanso software is an incredibly complex business and they have had trouble communicating their mission through their branding.
New Competitors
The client’s brand positioning was becoming increasingly challenged due to the presence of new competitors.
Low Conversion Rates
Kanso was suffering from poorly performing advertisements and marketing campaigns.
Solutions Implemented
Landing Page Building
Designed a fully custom website and email marketing templates with advanced sales funnels and graphics.
Core Messaging
Developed core messaging targeted to Native American tribes and public housing authorities on tribal lands.
Split Communication
Pushing Kanso's Windows-based legacy platform, while driving demand for migrations to its new SaaS-based platform.
Creative Direction
Designed brand communication and strategy templates to support the new brand identity and growing new communities.
Performance Optimization
Kanso pushing a legacy platform as well as a new product created a necessity to effectively push clients to both products simultaneously.
Strategic Partnerships
Assisted in connecting Kanso with influential entities in their market to promote partnerships and collaboration.
Our Approach
1. Deep Comprehension
Before developing any wireframes, designing any graphics, or building any pages we needed to get the messaging right.
The NGM team worked with the Kanso team to understand their products and core values on a deeper level to align their values with the strategy.
2. Product Cohesion
One of the most important aspects about this job was to make sure we were able to effectively push 2 products simultaneously through the same marketing means. Both products are different but still with similar purposes. However the goal was to eventually migrate clients to the more expensive product.
3. Content Design
We took Kanso through an entire rebrand process to lead them into their future. Their goal was to reach and help communities and we worked to tie that into the messaging and systems Kanso used.
Designed templates for communication to make sure everyone involved at Kanso understood the new company mission and how to speak about it with new customers and leads.
4. Marketing Automation
Designed and implemented an end-to-end automation and personalization map with funnel stage definitions, trigger points, and automation/personalization variables.
5. Performance Optimization
Made data based refinements and changes to ad campaigns from the data we collected. Keeping a balance of value offered through the advertisements while still effectively communicating their purpose.
6. Optimize Tracking
Reviewed and optimized tracking schema around digital strategy and content design.