DSI's leading title was a computer-aided design product called CADPro that was being sold through multiple channels, including online, over the phone and in various smaller retail stores. To capitalize on the release of the latest version of the product, DSI had set their sights on selling CADPro 4 into Wal-Mart stores to open up distribution in mass merchandise outlets. MicroArts' first task was to develop a new software package that would reposition CADPro to appeal to the buyers at Wal-Mart in order to help get the product accepted for sale and give it the greatest chance for success in this highly competitive and price-conscious retail arena.

• Develop a new package to support the successful sell-in of CADPro 4 into Wal-Mart stores.
• Reposition the product to maximize its appeal among patriotic, price-conscious Wal-Mart shoppers.
• Leverage the success the CADPro project to generate repeat business from DSI.

Meeting the low price point dictated by Wal-Mart would require DSI to sell CADPro 4 for less than its normal retail price. Although DSI was willing to make this trade-off in order to break into Wal-Mart, the company was concerned about cannibalizing sales of its established product that would continue to be sold through existing channels. As a solution, MicroArts developed a new "value-oriented" package that would distinguish the Wal-Mart version from the current CADPro product available elsewhere.

The physical structure of the new package was made smaller to match the format used for other software titles sold at Wal-Mart. MicroArts also implemented a red-white-and-blue color scheme, which was a dramatic departure from CADPro's established brown and white packaging, and was designed to appeal to the patriotic "all-American" attitudes of Wal-Mart shoppers. Multiple why-to-buy statements emphasized how easy CADPro is to use, in order to help overcome consumer fears associated with other, more sophisticated CAD programs. In addition, a five-star graphic element was added to promote CADPro's leadership position as the value leader.

DSI presented MicroArts' packaging comps to the buyers at Wal-Mart who gave their whole-hearted approval, and the new CADPro package has consistently posted strong sales in the months since. After the success of this project, the folks at DSI have been true to their word and awarded MicroArts a number of other projects. The first was to develop the packaging for DrawPro™, a powerful new graphic design and illustration program. Next came Instant Designer™, a new 2D drafting and design program. This product features an innovative package that is formatted to look like the soft-cover books of house plans that are typically sold on newsstands and in home improvement stores. In addition to providing multiple pages of sample plans that were created using the software, the package also delivers the software program on disks inside a special envelope incorporated into the back cover.

As a result of our highly successful client partnership with DSI, MicroArts has developed five packages to date, and created individual web sites to support online sales for both the Draw Pro and Instant Designer products.