Tyler Technologies, Inc., the nation’s leading software provider exclusively serving the public sector, has unveiled a new comprehensive brand strategy. This expansive branding effort was developed in partnership with Addison-based Agency Creative. Tyler delivers integrated, end-to-end information management solutions and services that empower local government—cities, counties, schools and other government entities—to be more efficient, accessible and responsive to their citizens. Tyler has grown over the past decade through a series of strategic acquisitions and, as a result, the company has added many well-known public sector software brand names such as Munis ® , Incode ™ , Odyssey ® and Versatrans ® .
“These acquired businesses were market leaders in their own right, each having their own identity and brand equity that were extremely valuable to Tyler,” said Tyler’s Vice President of Marketing Samantha Crosby. “At the same time, this posed a challenge for us. We needed a new brand position that would enable us to more effectively promote Tyler the company, without losing the equity of these distinct solutions and diverse product offerings.”
Tyler selected Agency Creative to help accomplish this major undertaking. “This was a huge assignment to wrap our arms around,” said Agency Creative President Mark Wyatt. “We wasted no time in getting started.”
After quantitative research, the result was a new brand position, a portable logo and a strategically focused tagline. The new Tyler logo places greater emphasis on the parent brand. It is a portable brand mark designed to also lock up the names of Tyler’s solution sets. The new brand was previewed at the 2009 Courts Technology Conference with a 40’x40′ exhibit. In addition to eye-catching 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.
Agency Creative also created a new, broad-based print campaign targeting the various branches of the public sector. The print ads, as well as the collateral, were based on insights gleaned from the Tyler team and market research. The agency also developed an upbeat corporate video and 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.
“Agency Creative has provided tremendous counsel, creative strength, insights and patience throughout this process,” said Crosby. “Their partnership was essential to the success of our new brand.”
Agency Creative , headquartered in Addison, Texas, is a full-service strategic branding agency that specializes in helping companies deal with the challenges and obstacles that are associated with brand transition. More information about Agency Creative can be found at www.agencycreative.com .
Tyler Technologies, based in Dallas, is a leading provider of end-to-end information management solutions and services for local governments. Tyler partners with clients to enable the public sector–cities, counties, schools and other government entities–to become more efficient, more accessible, and more responsive to the needs of citizens. Tyler’s client base includes more than 8,000 local government offices throughout all 50 states, Canada, Puerto Rico and the United Kingdom. Tyler has been named one of “America’s 200 Best Small Companies” for two consecutive years by Forbes Magazine. More information about Tyler Technologies can be found at www.tylertech.com .