Char Baxter Communications Completes EzGov Corporate Positioning

ATLANTA—(July 21, 2004)—Char Baxter Communications has completed work on a corporate positioning initiative for EzGov, Inc., a software company focused on transforming the business of government. The two Atlanta-based firms began working together nearly a year ago to update how EzGov articulates its value proposition for its markets in the U.S. and the United Kingdom.

"Char Baxter Communications worked with us in a coordinated positioning effort that culminated in the release of EzGov FlexFoundation® 3.0 software and the introduction of our FlexAlliance™ partner program in April 2004," said Ed Trimble, EzGov's CEO. "We wanted to ensure our message is consistent in the global market, and that it clearly voices the strategic position of our growing company."

A branding consultancy focusing on the high technology marketplace, Char Baxter Communications began work last spring with EzGov's executive team. "Char impressed me when working with our senior executive team," said Trimble. "She facilitated a successful workshop to help us identify key themes and attributes that would resonate internationally. It takes a seasoned pro to do this as quickly, as skillfully and as diplomatically as she did."

Char Baxter Communications created a core set of positioning strategies, including tagline and product nomenclature options. At EzGov's request to test the options with a select audience, the firm designed a unique online focus group—a web site where EzGov employees and business partners could view the strategies, provide feedback, and the responses could be easily tabulated. Once EzGov selected a strategic direction late last year, Char Baxter Communications then deployed it through copywriting and editing for EzGov's new web site, new corporate brochure and an extensive set of collateral materials.

About Char Baxter Communications

Char Baxter Communications is one of the leading integrated branding and marketing firms specializing in the high technology industry. Founded in 1991, the consultancy has created winning marketing strategies for local, national and international clients, including some of the largest and best-known technology companies in the world.

Char Baxter Communications most recently played a key role in the success of the 2003 Georgia Technology Celebration. Char Baxter, the firm's CEO, chaired the Celebration's public relations and advertising efforts. As part of this effort, the firm created the Technology Timeline, which chronicles a century of growth for Georgia's technology industry. Baxter was recently nominated for the 2004 Woman of the Year in Technology Award sponsored by the Technology Association of Georgia.

About EzGov

EzGov is a leading software company that enables government transformation by enhancing productivity and service. With EzGov FlexFoundation®, the company has developed a proven, flexible and secure software solution that enables rapid automation of government processes and delivers a substantial return on investment. In February 2004, EzGov was named to Forbes Magazine's list of Top 10 Hot Private Properties. EzGov is headquartered in Atlanta, Ga., and has offices in Washington, D.C., Amsterdam and London.