Tyler Technologies Case Study

Their Problem
Tyler Technologies, Inc., the nation’s leading software provider exclusively serving the public sector, had grown significantly through a series of strategic acquisitions. Tyler needed to develop a brand position and architecture that would help knit their disparate solution suites into one harmonious whole, while creating a greater awareness of the parent brand.

Our Solution
Agency Creative flew around the country and conducted a brand audit with the shareholders of this multi-faceted brand. We conducted quantitative research with decision makers and measured the awareness and perceived strengths of the brand. Based on our learning, we developed a strategy that positioned Tyler as the software provider who understood the public sector better than anyone else. With that as our foundation, we created a new portable corporate logo, full-blown brand architecture and integrated marketing campaign that has help put Tyler out in front, without overshadowing the equity of their acquired entities. The new brand was initially previewed last month in Denver at the 2009 Courts Technology Conference with a 40’x40’ exhibit featuring multiple creative elements developed by Agency Creative. In addition to eye-catching booth graphics, the display featured the company’s new positioning line “Empowering people who serve the public” and a three-minute video developed by the agency.  The agency also developed an internal marketing campaign to build employee enthusiasm for the new brand. All of this culminated in a coordinated unveiling in early October to more than 2,000 Tyler employees and managers in eight locations across the country.

Results
Today, awareness of the parent brand is growing without overshadowing the equity of Tyler’s acquired products and solution sets. The internal audience is galvanized and the company’s prospects are beginning to see Tyler as the category leader that they truly are. “Agency Creative has provided tremendous counsel, creative strength, insights and patience throughout this process,” said Tyler’s Vice President of Marketing Samantha Crosby. “Their partnership and focus on Tyler as a valued client were essential to the success of our new brand.”

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