TsuluWerks, Inc. Strategic Alignment for Individuals and Organizations

I’m excited about the new directions that are emerging for my company as a result [of the work we have done together]. It’s refreshing to fall in love with my business all over again!

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Critical marketing communications and real-time management delivers sales results for an IT value added reseller

From the Client

"You and your staff's attention to every detail, your creativity, follow-up and follow through on all our marketing needs has been excellent. [TsuluWerks has] been critical in our efforts to update our company and in putting together and coordinating the many marketing events we've held."

- PJ Hunt, Sales Manager, General Microsystems

Organization: General Microsystems

Location: Bellevue, WA

Industry: Information Technology

Annual revenue: Confidential

Number of employees: 18

The Challenge

General Microsystems provides enterprise systems and storage solutions for medium and large organizations. As innovative systems and storage experts, their clients have included a variety of public and private sector organizations seeking unique solutions for data consolidation, data recovery, and enterprise information technology challenges. Founded in 1988, this growing company operated as a small business, relying on internal resources and instinct to conduct its marketing.

In 2004, General Microsystems realized a 400% increase in sales in less than twelve months. The multimillion dollar company soon found itself with twice the staff and nearly half a million dollars in marketing funds from its original equipment manufacturers (OEMs) and internal budget sources. They needed a marketing partner to develop marketing plans, manage the marketing relationship with Sun Microsystems, coordinate marketing activities with Sun and other OEMs, manage marketing funds, and implement their growing marketing needs. General Microsystems called on TsuluWerks for help.

The Strategy

TsuluWerks began with an update to the company's branding. Our team made updates to the existing logo and focused on developing core messages for the company. As a company with nearly 20 years of history, they operated with a well-defined brand personality, yet did not know how to articulate that brand to prospects and new employees. We brainstormed with the client to address the key concerns of customers, articulate the unique selling proposition, define their brand personality, and strengthen their brand identity. The result was a comprehensive brand manual, updated stationery, and digital brand assets for use in sales and marketing materials.

To facilitate the sales process, TsuluWerks developed a sales kit, including brochure, case studies, folders, and web site. Our copywriters worked with the client team to integrate the key client concerns and core message into all materials, and our designers created simple, compelling pieces that reflected the core message. A key component to the sales kit was integrating the Sun Microsystems brand message into the content. Our team wove the General Microsystems and Sun Microsystems brand messages together, making for clear and comprehensive verbal and visual sales communications.

TsuluWerks also managed a series of customer education and client appreciation events, coordinating the venues, designing and managing registrations, coordinating telemarketing teams, issuing email correspondence to mailing lists, developing giveaways, and developing signage and materials for each event. Our custom-designed technology tools allowed the client team to track responses and sales results after each event.

The Results

General Microsystems charged TsuluWerks with managing the strategy and financial resources for each marketing activity, since funds expire based on the quarter in which they are issued. Our team refines the marketing plan quarterly with the client team, coordinating each marketing activity with the OEM representative and tracking results of all efforts. We consistently provide detailed, real-time reports for Sun, its affiliates, and the sales team at General Microsystems.