Making Email Encryption 100% More Human

Unifying a brand in order to drive demand.

CHALLENGE:

Zix’s email encryption service needed to stand out in a crowded market, but Zix was having difficulty gaining market share from bigger, better-known competitors. They needed a compelling story with results-driven, modern marketing precision to break through.

SOLUTION:

We created a brand positioning and campaign that took the heart of the Zix email security platform—transparency and simplicity—and turned it into a movement co-created by a growing user community called, “The Power of Everyone.”

WE MADE IT HUMAN:

In a business segment that can get overly complicated, we positioned Zix in a place to breakthrough the noise by focusing on the human side of their story— we celebrated Zix’s dedicated community of users and the value they create together. The more people who joined the movement, the more secure everyone in the community would become.

WE MADE IT INTEGRATED:

Work was created across a variety of channels: a mobile demonstration; custom content; tradeshow displays, print advertising and airport signage. Digital was a key driver in addition to our account-based marketing efforts that focused on key prospects.

AND IT WORKED:

• 90% increase in web traffic from targeted accounts 
• 79,000 interactions with Zix ads within three months
• 15% increased engagement with C-suite from our Accounts-based program
• 60% increase in inbound inquiries over year prior
• “Powered By Everyone” became an internal rallying cry and was adopted by Zix employees
• Oustanding Achievement, Interactive Media Awards, ZixONE Online Demo