The true story of EZ Provider
EZ Provider Networks Inc. recently enlisted the help of your friendly neighbourhood Action Adventurers to help patch up a crippling wound in their business. EZP has always relied entirely on word-of-mouth and referrals from their loyal clients but they were starting to feel the squeeze of the extreme price wars being waged in the hosting world. They simply weren't generating enough new business to stay afloat while their competitors were aggressively slashing prices and dragging down costs across the entire industry.
EZP needed an entirely new strategy to stay afloat. It was clear that EZP had huge value for their customer beyond low prices. We needed to pinpoint exactly what caused EZP customers to remain loyal in order to begin to attract future business.
We took the time and care to conduct several in-depth surveys with some of their most loyal customers and we immediately discovered a wealth of key insights that would influence EZP's new business model and marketing strategy. The key to it all was EZP's stellar customer-service and support. Customers stayed with EZP because they knew they could always count on EZP to be there for them when stuff hit the fan. This formed a whole new philosophy for the company – EZP doesn't simply do hosting, EZP makes hosting easy!
One of our solutions was to market a simpler, less technical approach to hosting. While most hosting companies are happy to bombard users with technical terms and confusing high-tech gibberish, EZP needed to do things differently. Emphasizing that EZP 'sweats the small stuff' could help relieve users from the worry or stress inherent in a complex technological marketplace. Our aim was to strengthen the emotional connection between the company and its customers and focus less on the technical side of things. This opened up a completely new market of customers whose needs were not being met by other hosts.
We crafted EZP's new identity including the logo, website and marketing materials with the underlying theme that EZP makes hosting easy. The concept of 'easy' is communicated throughout the website through the use of generous whitespace, a primary colour palette and communicative iconography. Combined with a fresh user-centered strategy and an array of tools to accomplish that strategy, EZP.net has launched and EZP is ready to proclaim itself as the easiest hosting in the biz.
