Case Study: New Zealand Software Association (NZSA)

The New Zealand Software Association (NZSA) is the premier networking organisation for Auckland’s software sector, enabling business growth by facilitating connections, professional development and support. While the association had a long and proud history of supporting a dynamic and high-growth industry, its own image was in need of a refresh and new member sign-ups had plateaued. There was also some confusion between NZ Software Alliance (comprised of a number of regional groups) and NZ Software Association brands – both of which operated under the same logo, as well as all the other generic “NZ Inc.” silver fern brands in this country. The NZSA asked Communicate IT to head up a project to revitalise and relaunch their brand.

Objectives: Develop a new logo; revamp the website with a stronger event registration call to action and membership value proposition; and launch promotions to attract new attendees and members.

Strategy: We developed a brief and asked the selected designers, No 8 Group, to create concept sketches of the new logo. The new look was launched in April 2014.

To revitalise the website, we chose a new WordPress theme in collaboration with existing website developer Bloom Online. We added new features, including a live Twitter feed, and rewrote the content based on updated messaging. We then added photography from a number of sources, including the venue, event attendees, and NZ Story which offers free professional photographs to projects and organisations that help to promote New Zealand.

Communicate IT also worked closely with NZSA to develop compelling incentives for membership sign-up and referral programmes, and managed ongoing promotion through various channels.

Results: The NZSA has had outstanding feedback from members and event attendees on the new brand. Computerworld NZ even mentioned it in their review of the April 2014 event. The NZSA had its biggest attendance of the year so far at the May event, and continues to welcome several new faces each month. Now that the branding ‘foundations’ have been laid, discussions are underway on how a marketing outreach programme could grow awareness and further impact the membership numbers.

Gavin Lennox, NZSA President said, “We were very pleased with CommunicateIT’s pragmatic and professional approach to our organisation’s marketing communication needs.”