Case Studies

Strategic Analytics Inc.
In a Survival of the Fittest Business Climate, Technology Firm Thrives with Evolution as its Marketing Partner

Founded in 1999, Strategic Analytics (SA) develops groundbreaking analytical applications and services that help banks and consumer finance companies quantify, manage and predict results for their consumer lending portfolios. The company's lead software product, LookAhead™, allows portfolio managers to analyze, forecast and optimize their portfolios under a range of possible future economic and business scenarios. From its Santa Fe headquarters, Strategic Analytics works with financial institutions around the world, including Household International and Capital One, and has more than $400 billion in client assets under analysis.

Web Development and Marketing Needs

When Strategic Analytics opened its doors in 1999, it faced a number of challenges—some typical for any technology startup and others due to the troubled economy of the time. Though the company had sound technology on its side, as a startup it needed to build awareness and credibility with large, established financial institutions. Most importantly, SA had to communicate a sense of long-term stability and reliability to senior managers concerned about whether the company would be around in the long run.

To foster that trust, Strategic Analytics set out to be seen as a thought leader in the industry, an image that had to be reinforced in all company communications. Additionally, with a global market, an effective Web site with a strong product support component was essential.

The Evolution Solution

To keep costs down and maintain consistency throughout all its marketing materials—from print to Web—SA chose to work with Evolution Web Development for all its marketing communications needs. Beyond helping the company establish a Web presence, Evolution could offer valuable marketing and graphic design expertise.

"We immediately saw the advantages of having one-stop shopping," said David Franklin, CEO of Strategic Analytics. "With one firm we would save time and get a better product. Plus, we were attracted by Evolution's capabilities for handling the back-end site automation."

Establishing a Competent, Credible Image

Evolution first worked with SA to refine its existing logo, featuring a solar eclipse within the company's name, to give it a more professional appearance and make it more flexible for use in a variety of media.

Evolution then applied those design elements to SA's Web site, creating an attractive, easy-to-navigate site. The site clearly communicates the company's vision and explains its technology in understandable terms, while at the same time conveys a message of competence and stability.

The site's rich content supports SA's goal of being recognized as an industry thought-leader. Articles written by SA staff, organized by topic, give site visitors the opportunity to expand their knowledge about portfolio forecasting.

A quarterly email newsletter, also designed by Evolution, further allows SA to share its knowledge and stay in touch with customers and prospects. Using a quick signup link, visitors can subscribe to Signals by simply entering an email address. An automated email marketing provider recommended by Evolution handles all newsletter opt-ins and opt-outs, making list maintenance effortless for the SA staff.

A Creative, Customized Customer Support Site

Offering online product support to customers ranked high on the company's Web wish list. Such a section would serve existing customers, as well as show prospective customers the company's commitment to ongoing product support.

However, online support typically requires extensive staff administration and upfront costs—a resource the small company couldn't spare. In response, Evolution built an online, interactive support forum where users can post questions, or easily browse through the database of existing questions and answers for solutions. Serving as a knowledge base, this innovative forum gave Strategic Analytics the effective support presence it needed, without the high cost typically required.

"Evolution's creativity and willingness to do something new resulted in an effective customer support site that required only a manageable investment on our part," Franklin said.

In addition to the newsletter, articles and white papers available, the site gives visitors the ability to download recent reports offering current macroeconomic data. A "Join an Online Meeting" option right on the home page lets visitors quickly join a meeting or browse through a calendar of upcoming online meetings to find one of interest.

Web forms on the site, created by Evolution, give Strategic Analytics important insight on who visits the site. Both the white papers page and Contact Us page request that guests provide their names and email addresses.

In addition to the Web site, Evolution takes care of SA's complete marketing communications needs, including product and trade show literature. Through interactive brainstorming with Strategic Analytics, Evolution also designed print collateral that Franklin considers one of the most creative pieces he's seen—and that succeeded in communicating complex economic modeling concepts easily.

Results: Industry Credibility with a Cost-Effective Marketing Partner

Strategic Analytics' Web site and coordinating marketing materials help the company build credibility in the conservative financial market, and enable prospective and existing customers to find the information they need quickly. The company's polished, attractive site, and now its established reputation with major financial players worldwide, often leads prospects to think the company is larger than it is, according to Franklin. That uniform, professional look has served the company well, taking it from startup status to more than $400 billion in client assets under analysis.

For Strategic Analytics, partnering with one marketing communications vendor saves the staff time, lowers overall marketing costs and results in a consistent image and message in the market. Franklin also appreciates the ease of working with Evolution, as well as the firm's creativity in finding cost-effective marketing ideas.

"Evolution totally understands our approach and has helped us put it out front," Franklin said. "They're very professional and client focused, and they really deserve credit for helping us save money on marketing."