More than a name. a mission.
Campaign Goal: Transform the Entrust brand to increase awareness and advocacy among its global target audience.
Background: The Entrust story began in 1969 when Minneapolis-based Datacard Corporation introduced the world’s first secure, high-speed payment and identity printer. 50 years, many acquisitions, and hundreds of innovations later, Datacard had become Entrust Datacard, merging two names from an acquisition. It was also a global company sorely in need of a stronger brand position and awareness.
I was part of the creative and marketing team that collaborated to reimagine Entrust Datacard as Entrust. Together, we developed a bold new brand expression that captures the company’s unique position as a global leader in the data protection and secure payments industries. The comprehensive rebrand reflects the company’s core value as a trusted partner dedicated to SECURING A WORLD IN MOTION.
Our target audience took notice. Within the first year, the campaign exceeded all benchmarks, improving brand awareness by 40%, increasing website traffic by 37%, and exceeding traffic goals by 127%. Five years later, this compelling and unified brand continues to deliver strong results.
CREATIVE CREDITS: Laurie Bedwell, CD/copy; KC Truth agency – Robb Burnham & Mike Cronin, CDS; Words At Work agency; Entrust team – Steve Laliberte, CD/Art Direction; Joel Bjerke, Petra Tate, Design; Burke Hegrenes, Dane Roberts, Stephen Demone, Jenny Schultes, Jen Mertz, copy; Josh Kahn, Kristi Allen, UI/UX Visual Design; Sylvie Orenga, VP of Brand.
Keeping The World Moving video set the tone for the launch campaign.
ENABLing trust is what Entrust does. What better reason to change our name?
More Than A Name campaign reinforced name recognition.
Media strategy focuseD on digital with a heavy emphasis on social media, where OUR target audience does its research.
Aligning entrust.com to the brand’s bold new design and voice.
From awareness to demand generation, all roads lead to entrust.com. So it’s mission-critical to ensure this ultimate destination remains in sync with the Entrust brand expression. An extensive design and content overhaul captured the rebrand's epic imagery, bold color palette, and leadership language. Our UX/UI team improved navigation and ensured visiting customers could easily fulfill their needs. The evolution continues with a recent iteration reflecting a cleaner tech design. See more at http://entrust.com/
When demand gen is the goal, bold matters.
Demand generation campaigns extended the bold approach expressed in the brand awareness campaign across the full marketing funnel, balancing provocative messaging with brand consistency.
For example, the campaign below for Identity Access Management (IAM) empathizes with the issues faced by its target audience: IT managers responsible for data security within their organizations. Recognizing the ongoing challenge of forgotten passwords, single sign-on woes, and identity management overall, this campaign earned a few rueful smiles, some social media sharing, and, ultimately, the high response we intended.
Sigma. Born in the Cloud. Bred for the future.
Product introductions also adopted the new brand voice, as with this campaign for Sigma. The result of 50+ years of innovation, Sigma is Entrust’s next-generation desktop identity and financial issuance card printer. Our team named Sigma, which appropriately reflects the product’s strength as the sum of many critical features. We also created the campaign that conveys its industry-leading product superiority in three key attributes: SIMPLE + SECURE + SMART
Lead nurture campaigns strengthen target audience engagement.
Provocative thought leadership campaigns are an effective strategy for engaging C-suite audiences who rely on third party data to make buying decisions. The marketing and communications team is consistently trying new approaches to keep the effort fresh, including ongoing research studies and alignment to industry experts who offer independent insights on security issues and financial trends that concern Chief Information Officers, a critical target persona. Entrust’s longstanding partnership with the renowned Ponemon Institute strengthens Entrust brand awareness as a trusted global leader and expert.
don’t just protect your IT infrastructure. secure your organization’s growth.
Year two of the Entrust Brand transformation leveraged key learnings from the brand launch: Appeal more directly to the concerns of our core audience, Chief Information Officers. Avoid the fear-mongering used by many of our competitors. Reinforce our position as the partner equipped to help organizations accelerate their growth with confidence.
The Acceleration Video positions Entrust as the digital transformation partner who can help IT leaders focus on the road ahead.
:10, :30 and :60 spots are used in digital and traditional media advertising, including commercials on Connected TV.
Event marketing–experiencing the value of transforming fearlessly.
When the world reopened post-pandemic, IT professionals were eager to return to trade shows. Entrust responded with a multitude of engaging experiences: panel discussions with well-known cybersecurity thought leaders, unique giveaways such as drones at RSAC in San Francisco, and memorable, immersive experiences like the CyberVault Escape Challenge at InfoSec Europe. Compelling experiential design and messaging across digital and social media platforms had attendees putting Entrust at the top of their must-visit list.
Collateral takes center stage at each phase of the buyer’s journey.
Sales sheets, data sheets, white papers, ebooks, and other long-form content are critical for decision-makers needing extensive information to make considered purchases. Our rebrand involved creating a well-defined visual identity system that balances fresh design and brand consistency. The guidelines also direct a consistent voice style and content organization to ensure a seamless experience in this important buyer journey component.
