CGN Launches Openpages Branding Campaign

Outdated Web content should be as unacceptable as a restaurant menu listing yesterday’s specials or a weather forecast reporting conditions for the previous day.

That’s the pre-mise of Openpages’ first branding campaign cre-ated by CGN Marketing & Creative Services, Boston.

The multimillion-dollar campaign, which includes print, online and direct mail, is meant to redefine the content management industry and position the Westford, Mass., client as a leader in its evolution.

“Our competitors may deliver the content creation part or the content management part, but that’s only one-third of the story,” said Openpages director of marketing communications Melanie Fleming. Openpages differs because its software allows companies to create, manage and deploy content, she added.

One print ad, “Yesterday’s Specials” depicts a diner that has posted yesterday’s menu, with a headline that reads: “If you don’t give your customers timely, accurate content today, they won’t be customers tomorrow.”

Another print execution, “Weather Forecast,” depicts a day-old weather report, and “Past Times” features a newspaper front page with outdated and inaccurate information. Ads use the new tagline, “Managing content. Delivering customers.”

Crafted by CGN senior creative team Mark Bappe, art director, and Jay Courtney, copywriter, the campaign is supported by a seven-figure media buy within business technology publications targeting high-level professionals such as The Wall Street Journal, CIO and Red Herring. Ads will run through December.

Online efforts include inquiry management jump pages, banners and targeted e-mail broadcasts. Openpages, which was founded in 1990, received $30 million in mezzanine funding in August from Goldman Sachs, Matrix Partners and Sigma Partners. It expects to have 300 employees by year-end, compared with 75 last December.