Oracle Applications Users Group (OAUG) – Branding
Situation
The association board believed that the “shiny, happy, young” people used to establish OAUG’s brand and graphic image portrayed by membership marketing materials wasn’t attracting the right target market. In reality, their target audience was comprised of seasoned IT professionals from diverse backgrounds with 20 or more years of experience.
Action
O’Neill Communications interviewed and arranged for photography of “real OAUG members” across the country and created a campaign more attuned to the target market and more reflective of the membership. Many of the graphic images, messages, and strategies developed in the rebranding process were integrated in to a newly redesigned Web site for the organization.
Result
OAUG continues to thrive as a professional IT organization and, today, utilizes the same campaign and positioning developed in 2005.
