ITEX Payment Systems
The Situation
ITEX Payment Systems is the nation's most successful membership trading community - a "cashless marketplace" whose 22,000 member businesses trade for goods and services using "ITEX dollars." ITEX management retained Solid State to advise on member recruitment strategy and clarify the concern's core value proposition.
The Approach
Solid State designed objective market surveys of past, current, and prospective ITEX members and developed a clear view of the community's most popular, compelling features. Findings formed a strategic basis for brand strategy recommendations, which extended to taglines, key message design, and "elevator speech" language. Solid State redesigned the ITEX website and helped with a series of "microsites" aimed at recruiting new ITEX members in specific business categories. We also produced media to communicate the virtues of consistent message design to the national ITEX franchisee corps.
