Being Flexible Makes Marketing Plans Responsive

“Rebranding a private equity-backed company is very hard,” said GoTo’s Jamie Domenici. “And I had only been there a month.”

To win buy-in from the company’s board, Domenici and her team built out a five-year business case.

“It was a full end-to-end business plan down to the net present value, like an ROI on rebranding,” she said. “Very challenging.”

The rebranding was further complicated by the pandemic.

“A traditional launch of this size and scale would have a very physical footprint,” said Domenici. “Before the pandemic we would have bought out-of-home. We would  have taken over airports and been all over the place.

“But this was a digital-first rebrand, which required us to think differently. We bought ads on Hulu. And this new digital mix was really effective, so we’ll probably keep doing it.”