ThreadFix
Product Branding | Website Design | Digital Marketing | Tradeshow
project background
ThreadFix is a software product developed by Denim Group to help large organizations streamline their software security operations. ThreadFix pulls in results from industry-leading tools, deduplicates, correlates and produces trend reports that help security managers see a comprehensive view of their organization’s security.
Robot Creative was brought in to help develop the product name and brand, and also to develop the product marketing from the website to digital marketing to trade show materials.
product naming and branding
ThreadFix was the second product added to the Denim Group portfolio. It followed ThreadStrong, an e-learning platform. A precedent was set in the naming of the first product that was carried through to ThreadFix – to play on lines of computer code known as threads, but also referring back to the Denim Group brand. Stitch shapes and Denim Group brand colors are reinforced in the logo mark, creating a clear connection between the parent brand and the product.
photography, icons and infographics
The ThreadFix brand works within the parent company style guidelines, but also stands alone with with an expanded set of guidelines. Photography used in headers all conveys convergence and scale. Icons are crisp and flat, while infographics incorporate a denim texture to add depth while subtly reinforcing the parent brand.
Website Design
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Custom WordPress Theme Design
A custom theme provides the ultimate scalability with navigation and layouts that can adjust as the product evolves. -
Responsive Layout
Ensures that the user experience is positive on mobile, tablet and desktop versions with a custom responsive layout. -
Integrations Library
Filtering by category and type enhances user experience when browsing an extensive list of partner integrations. -
Digital Marketing Infrastructure
From search marketing to landing pages and gated content, the website supports inbound marketing strategies with a suite of martech integrations.
Product Version Roadmap and Release Planning
Major product releases require a marketing strategy and plan, which is carefully coordinated with PR efforts, sales team management, product management and internal operations. ROBOT developed a marketing schedule that organized website updates, blogs, webinars, email newsletter announcements, demo videos, social media, landing pages and digital advertising updates to hit a critical event deadline for a major industry conference.
digital marketing
The ThreadFix product was transitioned from a “resource” of Denim Group to a standalone product complete with its own product marketing plan and digital strategy including: a separate website SEO, AdWords, Email Marketing, Content Marketing and Sales integrations for lead management. This product-focused approach resulted in an immediate 85% increase in traffic the first year, with steady incremental growth year over year, climbing to 491% after 3 years.
“Robot Creative has been a key partner in marketing ThreadFix, from the branding and product launch to digital marketing to strategic communications for subsequent product releases.”
Principal, Denim Group
award-winning tutorial videos
There’s a learning curve to using any software. The ThreadFix team asked us to create tutorial videos that would be posted in their resources section to guide new customers through different processes using their product. We recommended posting these videos on YouTube to take advantage of online search visibility. The videos gained the national spotlight from Summit International Awards, winning a Platinum Marketing Effectiveness award in the video category.
tradeshow booth and event marketing materials
With the launch of ThreadFix, ROBOT redesigned the Denim Group 10×10 trade show booth to incorporate a pop out graphic to highlight the ThreadFix product. A kiosk with monitors for live demos was developed to be positioned closer to the aisles to help grab the attention of passersby. Product info sheets provide takeaway information to supplement the live demos. Smaller pop-up banners were developed to work together or as stand-alone pieces for smaller events and spaces.
