Challenge: IONA (now Progress Software), a software company, wanted to shift its approach to leveraging its expertise of component-oriented and distributed systems.

Objective: To assist in the development of a comprehensive IONA communications strategy.

Solution: Plan-it conducted a two-phase Qualitative study among IONA targets which explored lifestyle that would clearly convey the new approach and career attitudes/behavior, mindset and behavior relative to enterprise-wide software solutions, the decision process with respect to enterprise-wide software solutions, perceived value of IONA vs. key competitors, and reactions to alternative IONA positioning directions.

Result: Findings led to the development of a new brand and communications platform for IONA. IONA was later acquired by Progress Software.