Client: Arlington-based business software selection company Capterra.
Task: To increase brand exposure and drive traffic to Capterra’s Web site in order to make it the “go-to” site for finding software for all business needs.
Agency: Rockville-based RMR & Associates Inc.
Theme: No specific name for the campaign, but Capterra’s name is a composite of two Latin words, which translate into “to search the world.”
The Concept: Capterra is a Web-based company that provides a database of software products from nearly 10,000 vendors. Founded in 1999 by Michael Ortner, the company grew 633 percent from 2003 to 2006 and made Inc. magazine’s list of 500 private companies with greatest revenue growth over this time.
After working for another company selecting software products to purchase, Ortner realized the software market was vast and fragmented, making it difficult to search for options, RMR president and CEO Robyn Sachs said.
Ortner developed Capterra, where buyers from all sectors can put in their search criteria through a newly launched CapterraConnect tool and receive a listing of matches.
Vendors can list their products for free, and only pay when a buyer clicks on their Web sites or views product demos, or vendors can pay to list products and get preferential placement on Capterra’s site.
The Plan: Ortner wants to raise brand awareness both locally and nationally. RMR & Associates devised a one-year plan with Capterra that involves news releases, articles in top industry publications as well as national and local publications, speaking engagements, case history studies, and awards for the company and Ortner, who at age 34, qualifies for distinctions for entrepreneurs under ages 35 and 40.
What’s Next: Radio, cable and satellite TV ads, which are in the planning stages, will most likely be launched in the fourth quarter of this year. In the future, RMR may develop regular e-mail or direct mail communications messages for Capterra’s customers and prospects.
Creative Team: Sachs; Candace Brosowsky, senior account manager; Kate Russell, public relations associate, Michele Molnar, creative director; and Dex Polizzi, media relations coordinator.
Background: RMR & Associates, about to celebrate its 20th anniversary in October, provides marketing, branding, public relations, advertising and Web design services.
Other clients include McLean-based Subway Development Corporation, a development agent for some Subway restaurants in the mid-Atlantic region; Redrock Canyon Grill, MicroPact Engineering, TranTech and Health Care ResolutionServices Inc.
