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Take a Walk on the Cloud Side
eobiont's Creation Machine methodology creates framework for Oracle marketing campaign.
Client
Oracle
Branch
Innovation and Tech
What
Co-Creation Workshops
Summary
Oracle needed to more actively market its cloud solutions to new and existing partners. eobiont held a two day workshop with Oracle managers to develop an online marketing strategy, combining owned and paid media channels.
As one of the biggest IT companies in the world, everyone knows Oracle. But many only associate the brand with their database applications. Oracle now has a leading line of cloud solutions and wants to spread the news. The EMEA division responsible for the Oracle Partner Network wanted to increase awareness among their existing partners and attract new ones for their new cloud applications. They asked us for help.
We used two modules from our Creation Machine methodology - Brand Meridian and Content Mapping - to construct a two day workshop. Twenty top managers and partners attended. The goals of the workshop were to create a clear roadmap for Oracle to generate new partner leads and motivate existing partners using social media channels.
These story streams lead users down a journey through attention, need, trust and action.
Day one focused on identifying key user archetypes, understanding their needs and developing relevant brand messages. On day two, we developed an online ecosystem of appropriate platforms based on owned, paid and earned media. We then mapped out the content that each of our archetypes would find useful on these platforms. These story streams lead users down a journey through attention, need, trust and action.
After the workshop, Oracle asked us to develop the editorial plan and delivery strategy for their campaign. This is then implemented by their internal teams.
