TransCapacity: Direct Marketing Program

TransCapacity marketed management software to gas pipelines. The software had originally been created by a utility to assist in the efficient purchasing of natural gas. The goal of this utility was to increase TransCapacity’s software sales with the objective of spinning it off for acquisition.

Natural gas is purchased not from the companies who drill for the gas, but from the pipelines that transport it. Each pipeline (and there are hundreds) uses different requisitioning paperwork to effect a sale. This requires rather large overhead for the local utilities purchasing the gas, since an individual purchasing agent can only track four or five pipelines at most. PCG needed to convince other utilities that the TransCapacity software was a cost-effective answer.

PCG created an ad and a series of direct mail pieces, each emphasizing different aspects of the capabilities of the TransCapacity software.

The marketing program was immediately effective, and PCG subsequently created an additional direct mail program as new capabilities were developed in the software. Eventually, the company was acquired, and the management’s ultimate objective was achieved.