Saba | Case Study
Situation
Saba, a leading provider of an enterprise e-learning platform, was developing and refining an integrated software and services offering to be named the “Saba People Cloud”.
This solution was designed to address many of the persistent and often disconnected silos that comprise the portfolio of responsibilities assigned to today’s enterprise HR management. These include workforce learning, talent development, collaboration, performance management, succession planning, compensation management and social networking. Built from the ground up on a common people profile and data structure, Saba’s technology enabled enterprise-wide e-learning, talent management, enhanced collaboration and social networking capabilities in specialized components that made up their new cloud-delivered, SaaS solution.
The market need for organizations to develop workforce management strategies that unify their people, systems and data to drive business performance, increase employee productivity and engagement, while simultaneously equipping an organization with the skills and methods to be successful in today’s rapidly changing, dispersed and mobile work environment has never been greater. Working with our strategic partner in this engagement, TenThousandFeet, principal Frank Priscaro positioned the Saba People Cloud as a catalyst that enabled workplace transformation for organizations that believe there is nothing more valuable to their success than the people they educate, engage and inspire.
Strategy
With an impressive customer list of over 1500 global customers, Saba needed to introduce their new integrated solution and change the market’s perception of Saba from a proven e-learning and LMS provider to a “cloud” provider of an integrated people management platform for the enterprise. Differentiating Saba from other talent management or enterprise learning software solutions was also essential for furthering sales efforts and evaluation of Saba’s solution by HR prospects.
To meet this strategy and “re-launch” the Saba brand, we set out to provide a robust online information resource for prospect education and support lead generation efforts. We also went to work with our long time partner, Tivix, to design and develop a new international web site for deployment on a content management system for frequent and easy updating. In addition, we also developed an integrated communications campaign designed to introduce Saba’s solution and new market positioning to their worldwide direct sales team and channel partners. New messaging, a new tag line and a new visual voice were integrated across multiple communications vehicles and media for the brand relaunch.
Results
The new positioning served as a foundation for differentiating Saba from their many competitors. It also provided a clear messaging roadmap for ongoing content creation and communications efforts. The new tag line became a rallying expression for Saba employees and their sales force. In addition, the international web site was localized in multiple languages and integrated rich, multi-media and social media content for ongoing prospect and customer education.
