CA Technologies | Company Profile, Marketing Contacts, Media Spend, Brands
CA Technologies is one of the largest information technology software providers in the world. Headquartered in Islandia, NY, the company has office locations in multiple countries and offers its software products to government entities, educational institutions and other diverse companies worldwide.
|Main Telephone||(800) 225-5224|
|Main Fax||(631) 342-6800|
CA Technologies ContactsContacts (5/23)
|Lauren F.||Executive Vice President & Chief Marketing Officer||NY|
Sample of Associated Brands
|Darlan M.||Chief Communications Officer||NY|
|Michael G.||Chief Executive Officer||NY|
|Coco I.||Principal, Digital Marketing Optimization, Personalization & Analytics||NY|
|Jacob L.||Executive Vice President, Strategy & Corporate Development||NY|
|Computer Associates International, Inc.||*|
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Forecasted: CA Technologies launches largest ad campaign in company history
Subject: B2B, print, social media, digital, online, mobile
Company: taking it off the Fortune 500 list
Opportunity: We’ve forecasted a major marketing revamp here since May 2013 (research launched its largest ad campaign ever to increase awareness of its services beyond mainframe/infrastructure management. Mobile and social are two key parts of the campaign because they allow CA to better engage customers and software buyers directly, an area where it has lagged in the past, so continue to focus your approaches there. This is just the beginning for CA’s new marketing approach. Given how much they’ve increased spend already, I wouldn’t be surprised to see higher traditional and online media allocations in the future.
New Campaign: The campaign, called “Business, Rewritten by Software,” was created by John McNeil Studio, Berkeley, Calif., and Swirl, San Francisco. The goal of the global B2B campaign is to better position CA’s core capabilities and how the company has evolved its services over the years to assist with customers’ current challenges. Utilizing print, online, outdoor and mobile, it targets C-level executives, software buyers and key influencers across the paid and earned media landscape.
Helping on the corporate PR front are recently hired (research reportedly to build a global strategy in partnership with marketing that promotes CA's innovation, technology-focused brand and the company's broad portfolio of solutions that serve specific needs. Phase Two will be the execution of this program, so continue to look for new experiential and media revenue opportunities.
Marketing Priorities: CA’s struggles (FY 14) come partly from product/service awareness issues that stem from years of relatively low marketing spend (not anymore) and inconsistent messaging. Adding to this challenge is CA’s shift away from the stagnant mainframe solutions business that makes up the majority of its revenues. CA’s focus going forward is on faster growing IT management, cloud management and application development management segments, but sales in these growth businesses have been slow out of the gate. Hence, the new global campaign.
Background: The seeds of this campaign were planted in January 2013 with the hire of CEO Michael Gregoire (research here), who has expanded marketing spend/staff and made reversing low market awareness of CA’s full scope of services a huge priority. CA’s marketing spend skyrocketed to $38 million in fiscal 2014 ended March, up from $10 million in FY 2013 and $13 million in FY 2012.
Besides paid media, Gregoire said last year that better understanding digital and marketing automation will be a big part of CA's marketing increase, noting that an “evolutionary” approach is needed without disrupting customers. He cited inconsistent messaging and even acknowledged that there are thousands of customers generating between $300 million and $2 billion in revenue that CA does not deal with well because it lacks sales professionals who can hunt those particular segments.
Recently Appointed Marketing Decision Makers: Soon after his arrival, Gregoire hired CMO Lauren Flaherty in August 2013 (research here), also from Juniper.
Chief Marketing Officer
Senior Vice President, Corporate Marketing
Senior Vice President & Chief Communications Officer