Liquid Computing

How do you go up against the big boys when the big boys are SUN and Microsoft?

The Objective

Liquid Computing was experience growth in their sector and wanted to position themselves in every way possible to compete at a high level with the major players in the high performance computing sector.

The Strategy

• Develop a campaign around the tag line “Rediscover performance and control”.
• Develop a website that presents Liquid Computing as a large organization.
• Incorporate a search engine optimization strategy.
• Integrate the website with Salesforce.com for lead generation

Strategic Process

Architecture: Using the existing site as a starting point with an understanding that their objectives for the future, Fenix developed an information architecture that broke down the business messages into key components using language the site visitor would be familiar with.

Design: Using modern imagery Fenix developed a campaign playing off “Rediscover” in the tagline. An image of the Liquid Computing product alone on an island was developed with an admiral in a row boat navigating her way towards it. The imagery included so many contrasting elements (small row boat, female admiral, large product on an island) that it caused viewers to take a second look and reinforced the tagline effectively.

Development: Fenix developed the site with a robust search to ensure that users can find all the information they require and also incorporated a search engine optimization strategy that included a process for file naming, title tag development, link strategy and content optimization. The website was linked to Salesforce.com and passed along lead information to the system. Fenix also customized Salesforce to more effectively match with the internal processes at Liquid Computing.

Results

The site campaign was extended to all supporting print material and became the focal point of all marketing activity. The site became a much more effective tool for the sales team and was effectively integrated with Salesforce to facilitate lead tracking.