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Axelos are the people behind ITIL®, PRINCE2®, and a wealth of other world-renowned best practice methods and certifications. They are dedicated to being the world’s most respected provider of global best practice, continually drawing inspiration from those who adopt best practice to increase profitability, grow market share and quickly respond to changes and challenges in their business environment.
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Product portfolio: branding and campaign delivery
Our overall brief was product marketing focussed to ‘rename, rebrand and reposition Axelos’ PPM portfolio, and move to no longer using the term PPM’.
Axelos, their competitors and the certification world used the acronym PPM freely but there was some real confusion what it meant for and what products it covered, it actually stands for Project Portfolio Management, but their was real confusion in the market.
Axelos were also keen to formulate a cohesive, full-portfolio offering to the market for their Projects & Programmes Product Portfolio, with the objective of providing a clear user journey that will improve conversion rates and grow exam volumes for other products, beyond just PRINCE2® which was their current market leading product within PPM.
Our solution came in two main areas, the strategy and the execution.
Via our audit stage we built a strategy around some key areas / actions:
Execution wise we worked with Axelos to develop a full new brand, positioning and key deliverables that included:
The brand was then developed further by UP via a couple of different acquisition campaign: