“StealThunder nailed our messaging.”

— Matt Dimaria, Vice President of Worldwide Marketing, Serena Software

Serena Software was well regarded as a software provider in the shrinking mainframe market space. After a merger that broadened their product offering, Serena turned to StealThunder for help with articulating a value proposition that could shift perceptions, increase visibility, communicate the expanded breadth of their enterprise solution, and position the company more competitively.

Working with the Vice President of Worldwide Marketing, StealThunder interviewed company executives, key customers, third-party opinion leaders, and analysts. We then created a clear, focused model of the impact of change on corporate IT, and helped create the “Change Governance” positioning to define Serena’s unique value promise. We supported this position with the communication theme of “profiting from change,” and additional messages tailored to address the needs of multiple audience types. We also developed a plan to realign executive and internal teams around the concept of a true solution offering.

Our work served as basis for a revitalized identity, design, and marketing communications program for the company.