Pegasus Systems

Striving for Industry Leadership

Pegasus Systems, (Pegasus), is a leading provider of comprehensive marketing communication software solutions for marketing and advertising agencies. Essentially, Pegasus is a complete, fully integrated financial system that provides management with real-time reports which support decisions that must be made quickly to ensure the agency operates efficiently.

However, while senior staff had a solid grasp of Pegasus’ identity and brand, there was no unified story among the broader workforces. This led to fragmented brand messaging when interacting with the market.

With a vision to expand their market presence and become the preferred solution for global advertising agencies, Pegasus enlisted Three Piece Marketing for three key tasks:

1. Crafting a highly authentic brand identity.
2. Developing a 12-month marketing plan.
3. Providing short-term marketing support.

Harmonising All Elements

Despite boasting an exceptional product and a fiercely devoted customer base (with some customers remaining loyal for over 25 years), a critical component was lacking—a well-defined and cohesive identity that staff could articulate with clarity. Although everyone possessed a broad understanding of Pegasus and its prowess in problem-solving, there lacked a unified story that truly encapsulated the essence of Pegasus.

Upon closer examination, it became evident that these varied perspectives had arisen because different departments had independently tackled customer pain points by developing product solutions or communication strategies. Over time, these distinct stories had inadvertently defined the brand’s identity, instead of the identity shaping how problems were solved.

During our discussions, and as this revelation unfolded, there was a sense of initial overwhelm. However, as our exploration continued, we found that while there were numerous issues, they could ultimately be distilled into just four main categories. Moreover, in defining these four categories, we began to construct a more cohesive brand identity.

Reviving and Recalibrating the Brand

We’re not discussing the surface-level aesthetics here; instead, we delved into the fundamental DNA of the brand—defining its essence, its emotional impact, and its core values.

Employing our Brand Hexagon approach, we collaborated closely with their team to establish a deep understanding of the brand’s aspirations and how it intends to convey them. Our goal wasn’t to start from scratch but to reconfigure the brand’s existing strengths into a unified narrative that resonates with everyone.

Crafting a Captivating Narrative

After crafting the new brand identity, complete with a distinct tone of voice, the next step was translating it into actionable marketing. The overarching goal was to reshape how the entire market, including existing clients, perceived the Pegasus brand. We kicked off by developing persona profiles for our target audiences and then proceeded to construct a comprehensive marketing strategy. This strategy aimed to bolster the primary objectives identified through a series of impactful initiatives intended to resonate with the audience, encourage positive action, and alter perceptions.

A crucial aspect involved enlightening the market with valuable insights, what we fondly call “lightbulb moments.” These moments not only showcased the powerful insights available through the Pegasus platform but also positioned Pegasus as the go-to source for financial information in the Marcomms industry. These individual lightbulb moments could be woven together to craft a compelling narrative, each shedding light on different facets of the business. Collectively, they built a brand that truly set Pegasus apart from the competition.

Upon completion, we presented a 14-month plan to the executives. This roadmap aimed to guide them in elevating the brand, culminating in the launch of their significantly enhanced platform, which promised substantial value for their clients.

Continuous Marketing Support

When we delivered our strategic marketing recommendations, a new staff member joined the Pegasus marketing team. To assist this individual in implementing the new marketing plan, we extended our engagement for an additional six months, focusing on creating materials and content that aligned with the new brand.

During this period, our services encompassed:

1. Content creation for blogs and social media.
2. Graphics development.
3. SEO support.
4. Marketing guidance.

Remarkably, as we revitalised the blog and social media efforts, we observed that over 10% of website traffic was directed to these areas. Even more encouraging, we saw goal completion rates lift to above 3% .