Software Marketing | Graphic Design | Website Design | Brochure Design | Identity Design | Infographics | Brand Love | Brand Strategy | Accelerate | Campaigns
We’ve worked with Altia-ABM over the best part of a decade. Formerly two separate companies – Altia Solutions and ABM Intelligence – they are a fast-growing international group which develops smart software solutions to support criminal investigations and manage covert operations. With headquarters in Glasgow and Nottingham, the case-study below highlights the most effective parts of our work together.
The creation of explainer graphics were transformative for Altia Solutions, graphics created right at the beginning of our work together helped new customers understand what the software does, win new sales and contribute towards building a more captivating brand. The graphics (or sub-brands) were used for several years on both digital and print communications. An important part of the overall brand story and still used (in their third iterations) today.
Many rapid and effective campaigns were delivered during our time working together – digital communications, website updates, postcards, print mailers, seasonal campaigns, etc. One of the most successful activities, was an E-Mail campaign introducing existing customers to new features of the software. Research had shown us that many Altia customers were only using a small amount of the software functionality so we worked with Altia to send beautifully-presented, concise and friendly e-mailshots with links to short 5-minute blogs/videos. Each one introducing ‘a new feature each week.’ A tremendous success in supporting existing users and building overall customer satisfaction. The result – a significant increase in the number of license renewals for multi-user clients. One of many successful campaigns.
The creation of SOCEX (The Serious & Organised Crime Exchange) was tremendously effective in building brand recognition for Altia. The largest event of its type in the UK, and the world, at that time. The inaugural event was attended by the Rt Hon Theresa May MP, the UK’s then Home Secretary with a ministerial presence at every physical event thereafter. The loft worked closely with the Altia management team and event organisers to develop the name, brand and communications for the first and subsequent conferences where Altia were Founding Partners. The loft also created a series of bespoke newspapers for Altia Solutions as part of their conference marketing for several of these set-piece events. The SOCEX conference is still going strong today.
Creating ‘practical’ values was a key part in building better internal communications for both Altia Solutions and ABM Intelligence, as well as helping to facilitate a more harmonious merger between both companies. The values work was effective as it was done from the ‘ground up’ and based on what both organisations were doing well. We included ideas which were important to all of the various teams while making sure they were practical and easy to understand for everybody involved. One memorable idea was ‘one-less-click’ which was established while working with the development team of ABM intelligence when discussing how they could help their users to be more productive with their programmes.
Throughout the many years of working together – the substantial improvement in the company’s brand presentation was instrumental in improving the organisation’s standing in the eyes of stakeholders. All graphical work was of the highest possible standard over 3 different brand cycles for both companies before they merged. This added level of quality enhanced the perceived value of the products, the company and the group.
The rapid growth of Altia Solutions, then Altia-ABM, meant that out-the-box solutions sometimes had to be found to meet tight time milestones. The loft team would present software marketing ideas on a monthly basis to Altia’s management team to help increase sales, improve customer retention, build better internal communications, etc. To save time yet still help Altia staff visualise what was being proposed – ideas were presented as thumbnail sketches for speed and efficiency.
Other ideas included the creation of practical, people-friendly brand guidelines to help new brand/marketing managers rapidly pick up on the brand style and presentation. Doubly-important as this role changed regularly throughout this period of rapid-growth.
Finally, many presentations to Altia Solutions and ABM Intelligence were taken out of the apparent security of the boardroom and made to development/admin/business development teams as well as the management team. A great way to gain more rounded feedback and an unexpected but significant value-add to company morale.
Throughout our time working with Altia-ABM, we collaborated with many different people in both organisations. Here are a selection of some of the very kind things they’ve said about our work over the years.
“In developing the product branding, the loft talked with all the staff and came up with individual product brand designs that reflect the differing properties of the software yet are linked in their overall theme. We are very pleased with the result and proudly include them on all information sent out for the company.”
“When Altia decided to develop and be the lead sponsor of the ’SOCEX 2015’ conference and the 10th Annual ‘Keith Hughes Awards,’ The loft worked closely with us and the event management company to produce the unique branding for each of the events. They delivered excellent work within tight tight deadlines and the results were commented on very favourably by man of the attendees. The branding is being used for the 2016 events and I have no hesitation in recommending the loft to deliver innovative and interesting designs.”
“Over the past 10 or so years we have worked together on several important projects for Altia Solutions. From a completly new identity for both the company and the software products to working closely with me in developing the SOCEX brand. I´ve always found him to be receptive to our ideas and always delivers new and exciting design concepts from a revitalised on-line presence through to conference collateral materials, printed brochures and product infographics. This work has helped to create a group brand image that is now part of the company’s culture and this has definitely helped in our world-wide growth. He is good fun to work with but always very serious about his design work.”
Ian Watson, Founder/Managing Director of Altia Solutions, Founding Partner of SOCEX & CEO of Altia-ABM
“We’ve been collaborating with the loft for more than a year and in that time I’ve been mightily impressed, first and foremost with their enthusiasm and desire to understand our business. An easy option would have been to deal with the initial job in isolation, complete it quickly, and move on to another but Benedetto and his team instantly saw the bigger picture and opted not for the quick and easy choice but the more challenging. Their willingness to challenge themselves and push the boundaries shines through in the physical work the loft have produced for us. From a total company and product rebranding exercise to more subtle marketing campaigns the material produced by the loft always surprises and delights me and consistently supports my teams activities to drive sales. Working from the ground up and engaging everyone at Altia, the entire team at the loft have built a strong understanding of our business which they apply to new projects, subsequently presenting the end product remarkably quickly and accurately. Long may our collation with The Loft continue.”
Paul Miller, Sales Manager of Altia Solutions
“The loft helped us to create a new brand after our merger in 2016. They went to great lengths to talk to everybody in the company, they were always responsive with changes and both the identity and cultural aspects of the new brand have been a great help to us in re-posiitoning the organisation and getting our message across. We very much enjoyed working with them, highly recommended.”
Paul Hardman, Business Relationship Manager of ABM Intelligence
For more information on software marketing check out ‘Marketing for Software Companies: 3 Software Marketing Strategies to Use’ or ‘7 Key Marketing Strategies for Technology Companies.’