VSS benefits campaign

Company: Microsoft

Asset types: Video, eBook, presentation, illustration, infographics

Services used: Brand strategy, digital marketing, content marketing, social media marketing, video marketing, graphic design, event marketing

Significant market headwinds.

Microsoft's Visual Studio is an integrated developer environment (IDE) that software developers use to write, edit, and build code. However, customers who purchased a Visual Studio subscription (VSS) found that their decision was far from simple: with multiple subscription options and different enterprise-level benefits, many customers were using VSS without accessing their unique benefits. Additionally, the VSS customer base was increasingly migrating to its free, browser-based option, VS Code.

With the help of our team of embedded consultants already working within VSS, we developed a plan to close a significant communication gap about the benefits included with enterprise-level subscriptions, and create updated marketing materials to communicate the VSS value proposition to administrators and developers alike.

A holistic approach.

We began this project as learners. Working with our own VSS embedded consultants and the creative team, we set out to learn their marketing and messaging challenges, which included a comprehensive review of current marketing assets.

We then worked closely with the client to develop a messaging and positioning framework that established a consistent tone, style, and voice. The result was a top to bottom transformation of the VSS marketing presence including:

  • Updated presentation decks with refreshed messaging

  • Custom infographics to visualize and explain complex subscription benefits

  • Social media content and advertising

  • Conference booth materials for VSLive! events

  • And engaging promotional videos that demonstrated the breadth of VSS benefits.

Measurable results.

The VSS brand refresh not only updated messaging and positioning guidelines, but it also clarified market confusion of VSS’s own product line. Red Door played a key role by helping VSS scale their marketing campaigns and encourage customers to take advantage of all the benefits a Visual Studio Subscription offers.

The result was an uptick in engagement across social media and a clearer messaging model that prepared VSS to thrive in a competitive business landscape.