Changing I.T. Campaigns from Boring 2 Brillant
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Delineo Changing I.T. Campaigns from Boring 2Brilliant
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Delineo - Changing I.T. Campaigns from Boring 2 Brillant
Transcript of Changing I.T. Campaigns from Boring 2 Brillant
DelineoChanging I.T. Campaignsfrom Boring 2 Brilliant
Delineo has a strong tradition in B2Bmarketing, with a particular focus inthe IT sector. Over the past ten yearswe have worked at all levels withtechnology clients, developing astrong understanding of the channeland IT end-user marketing models.Our work spans everything fromstrategic consultancy to tacticaldelivery, from the smallest businessunit to EMEA wide operations.
Each member of the Delineo teamhas a strong IT pedigree, having alsoworked client side in distribution andin channel organisations. We delivercreative, print, specialist copywriting,research and online support to abroad client roster, all managed by anIT aware Account Management team.
Delineo typically delivers fullyintegrated campaigns employing;eDM, internal deskdrops, externalDM, online content, displayadvertising, ambient materials, salessupport tools and AV contentincluding talking heads and animatics.
Here’s a snapshot of our recent work:
Client: Bell Micro (IT Distribution)
Title: ‘Sshhh’
Brief: Make partners aware of the hiddenopportunity in HDS storage.
Response: Consumer quality creative campaign acrossemail, online and printed sales support tools.
HDS feedback: “The graphic and message isreally strong!”, “This is fantastic – I reallyappreciate all the work you have done this year– we have had far more visibility in the channelwith your efforts and much appreciated”.
Client: Bell Micro (IT Distribution)
Title: campaignWORKS – partner marketing portal
Brief: Make it simple for partners to go-to-market.
Result: “By using campaignWORKS and cutting out the middle man, we ensure all of our campaigns are more cost-effective, whether producing direct mails or eDM. The selection of copy feature enables us to tailor the message andedit to suit our business and brand” Marketing Manager, UK IT Reseller.
campaignWORKS
Client: Numero (ISV)
Title: Do the right thing with numero
Brief: Rebrand and reposition the business in order to improve lead generation and channel partner sales.
Result: “Delineo have transformed the thinking at numero. Once we focused on product and technology. But notanymore. We focus on our customer’s customer and it was Delineo that single handily educated us aboutmarketing. What has really surprised me is Delineo’s absolute focus on results. Whilst its work has beenprofound – it is Delineo’s clear drive to achieving tangible results that is so revealing. In an industry sectorusually known for creating just great ideas with little execution, Delineo’s work has been like a shining lightat night. Within days, Delineo’s work has generated more leads than we achieved in the whole of lastyear……….. need I say more?” Guy Colclough CEO, numero.
Client: Bell Micro (IT Distribution)
Title: HP Storage Installed Base – ‘Get closer to your customers’
Brief: Encourage partner base to drive new businessthrough existing relationships.
Response: High-impact campaign aligned exactly to thesingle-minded proposition.
Rolls out July 2010 using email and online.
Client: Bell Micro (IT Distribution)
Title: Business Matters – strategic content portal
Brief: Make a strong connection between the big ideas driving customer agendas and the technology andservices Bell Micro actually sells.
Response: Strong sub-brand promotes the Bell Micro Enterprise proposition with focused insight, resources andconnection to real revenues. Business Matters has become the de facto brand in Bell Micro forcommunicating the big ideas including Cloud and Virtualisation. Business Matters Live events are THEfocus for strategic marketing activity in Bell Micro.
Client: Servo (Large Corporate Reseller)
Title: Servo – Rate Servo
Brief: Client retention and cross sales directresponse campaign targeting 3,000 existingbusiness accounts.
Result: Integrated campaign targeting customersthrough a combination of email, direct mailand telemarketing activities. Campaignresponses are captured and integratedwithin an internal workflow system forfollow-up action. Campaign shortlisted forMarketing Society Award. All campaignmetrics exceeded, including interactions at248% of target and sales opportunitiesidentified at 148% of target.
Title: Servo – Freeworld
Brief: Cross sales direct response campaign targeting existing business accounts.
Result: Targeting businesses in the highly competitive field of IT outsourcing, this campaign uses a combination ofdirect marketing, email marketing and video-based online resources to generate leads for a large salesteam. As part of the campaign – launched at the end of 2009 – Delineo conceived and developed theFreeworld identity to represent and differentiate the service proposition from the business.
Client: Bell Micro (IT Distribution)
Title: HP TV – portal for HP Media
Brief: Find new, more engaging comms options for the HP customer base.
Response: Talking Head footage communicates strategy and insights aroundbig HP business drivers, creating trusted gurus of the Bell Micropresenters. Animatics (animated content) educate partners aroundproducts and solutions without them investing too much time.Partners request white label versions of the featured content. Thiscontent is used; online, at seminars and embedded in PowerPoint.
Client: Bell Micro (IT Distribution)
Title: Corporate Website
Brief: Bring Bell Micro EMEA onto a single online platform with apowerful CMS.
Response: SharePoint driven solution delivers a graphically led websitethat’s easy for Bell Micro marketers to update and moreengaging for all stakeholders. Since Jan 2010 go live - 232,000+page views, 78,000 visits and 58,000 visitors. Bell Micromarketers can easily maintain their 700+ pages of core content.
Client: Bell Micro (IT Distribution)
Title: Secure the deal
Brief: Make it compelling for Bell Micro sales andpartners to attach Security to every deal.
Response: Fully integrated campaign simultaneouslylaunched across all Bell Micro UK locationsand to UK channel audience. Powerful brandpersonality helped recruit new vendors -Fortinet and Virtuity/Backstopp.
Client: Trinity Computer Services
Title: Trinity – Customer Case Study
Brief: Highlight the client’s powerful Microsoft solutionscapability in a new case study format
Result: Colourful macro photography breathes new life intoa tried and trusted case study format. Targetingowner decision-makers wholesale distributionbusinesses this new format makes complex copymore accessible to a non-IT audience.
Client: Bell Micro (IT Distribution)
Title: Hello/Goodbye – Symantec Campaign
Brief: Rip and Replace campaign targeting McAfee accountspost termination of Bell Micro contract.
Response: Compelling consumer quality campaign implicitly wavinggoodbye to ‘McAfee’ and welcoming Bell Micro salesteams and partners to Symantec.
Client: Bell Micro (IT Distribution)
Title: HP Industry Standard Servers – ‘ResellerRoadmap to HP Converged Infrastructure’
Brief: Demystify HP Converged Infrastructure forpartners with a compelling education and skillstransfer programme.
Response: Consumer quality comms campaign – highlightingthe step by step path to success now available topartners. Rolls out July 2010.
Client: Bell Micro (IT Distribution)
Title: HP Storage –EVA upgrade campaign
Brief: Encourage partners to revisit recent EVAsales and sell an upgrade.
Response: Highly personalised ‘Upgrade Certificate’direct mail and email (non-personalisedto Tier 2 audience) – listing the exactdeals qualifying for upgrade.
The vendor commented this campaign‘ticked all their boxes’ – with clearlytargeted deals and a strong call-to-action.
Client: Bell Micro (IT Distribution)
Title: Brocade brand awareness
Brief: Encourage upsell to Brocade brandedtechnology within system build.
Response: Visually strong campaign across email, onlineand sales support material focusing on theSMP of ‘Brocade Own Label’.
Contact us:Nick Melvin James Rowlands e: [email protected] e: [email protected]: 07957259069 m: 07967303815Delineo71-73 Yorkshire StreetManchestert: 0161 839 6289
www.delineo.com
