www.delineo.com
Working with Avnet Technology Solutions
It’s great to share...
...and to take pride in your work With this in mind we’d like to share with you some of the great projects we’ve delivered recently within Avnet and for other IT clients. We hope sight of this work helps promote shared ideas and benchmark marketing delivery across the organisation. Delineo has relished the challenge of getting to know the Avnet brand and the opportunity to deliver great work within a solid, consistent framework. We hope we’ve made a positive contribution to Avnet’s brand equity. We believe our IT focused creative, copy and account management teams translate into a simpler, more rewarding business relationship for you. We’d love to hear from you, with feedback on this work or to discuss your past or future projects.
2
Client Avnet & Hitachi Data Systems
Title Mid-range storage guide The “Little Book of Top Tens” is a handy quick-reference guide for Hitachi Data Systems mid-range storage products. Highlighting the top 10 features and benefits of each product, the guide gives Business Partners everything they need to know to sell Hitachi Data Systems storage platform solutions and answer their customer’s specific pain points – to close more deals, more quickly. Delineo designed and rebranded the guide, leading with the Avnet value-add and giving each product spread the full Avnet treatment by introducing compelling, engaging imagery.
3
Client Avnet & HP
Title HP Services Attach campaign The HP team at Avnet wanted to remind and encourage Business Partners to attach HP services to their product sales.
Delineo created a strong visual campaign, using the analogy of mixing a cocktail to educate Business Partners on the perfect ‘blend’ of services. Deliverables included an animated video, series of eshots, supporting web pages, Playbook Insight, Margin Maker and innovative Direct Mail piece.
A campaign was also developed within Avnet’s online marketing tool campaignWORKS, enabling Business Partners to take the HP services message directly into their end user audiences – quickly, easily and cost-effectively.
4
Client Avnet & EMC
Title EMC advert in The Times Delineo was delighted to be asked to create Avnet and EMC²’s first advert for The Times. Our creative challenge was to show how together, they can help customers get the most from their storage solutions. ‘We bring storage to life’ refers to the idea that when you choose the best technology, you need the right people to get the most from your investment. The ad highlights Avnet’s ability to successfully bring together key industry Suppliers to form valuable, synergistic business partnerships with the right mix of knowledge and expertise, ensuring storage solutions are simple for the end user. The advert targets top level IT decision makers who read The Times, as well as appealing to Business Partners who may want to sell Avnet’s open storage solutions. Featuring a clean black and white datacentre shot with abstract ‘information trails’ between the servers in the Avnet brand colour, gives an eye catching new twist to an IT focussed image.
5
Client Avnet & Brocade
Title Advanced Fabric Services campaign This tactical campaign leads with the proposition that Business Partners can increase their SAN sales by simply attaching four optional software licences. The margin opportunity message is quickly backed up with the product’s key features and business benefits, to help sell the licenses in to the customer – get more out of existing infrastructures and reduce costs with improved performance, efficiency and simplified management. More detailed product information and sales resources are available on a supporting landing page at www.ts.avnet.com/uk/ to help Business Partners scope the attach opportunity.
6
Client Avnet & HP
Title Awareness-raising campaign When Bell Micro joined together with Avnet, the HP team wanted to develop an awareness campaign that would help to raise HP’s profile internally within the new organisation, and also provide a strong message into both existing and target Business Partners. Delineo came up with the ‘With you every step of the way’ concept – a strategic approach for HP business development that would help Business Partners understand the benefits of working with Avnet. The creative concept focused on the key players within the HP sales and marketing team at Avnet, to bring the team closer to its audience and inject personality. The campaign rolled out across sales and marketing communications – showing exactly how the Avnet team can help you develop new HP business. This has proved extremely beneficial to Business Partners and has also helped to strengthen the excellent relationship that HP has with Avnet.
7
Client Avnet & Hitachi Data Systems
Title Million Pound Club identity When Delineo was asked to come up with the visual identity and launch comms for the Avnet Hitachi Data Systems Million Pound Club - an invitation-only partner programme for 10 chosen Business Partners – the tone was crucial. It needed to be exclusive, aspirational, convey the ‘best of the best’ and get Business Partners excited about the invitation being extended to them. The black tie image and “You’ve made it” headline capture this tone, and the sense that you’ve achieved something just by being invited.
8
Client Avnet & HP
Title
Now we’re networking
HP Networking launch campaign Delineo’s creative response when asked to announce that Avnet’s HP offering now covers Networking solutions, was a high-impact integrated campaign. Playing on the concept of business networking, the photography very visually shows that HP networking is at the heart of Avnet’s established solutions portfolio. ‘Now we’re networking’ backs into this, and appeals to Business Partners who are in a stronger position than ever before to wield the full HP portfolio and Avnet’s HP expertise for both their own and their customer’s advantage.
9
Client Avnet & Symantec
Title NetBackup Appliance campaign Delineo was asked to launch this new product for the Symantec team, taking the technical product specifications and creating an eye catching, attention grabbing campaign that could be carried across a number of key deliverables. The chosen concept centred on the idea that whilst the competition were struggling to address the complexities and changing landscape for data backup, Symantec had simply ‘applied’ themselves to achieve excellent results / the perfect solution. Campaign deliverables included creation of an eshot into Business Partners to promote the solution, a landing page on www.ts.avnet.com/uk/ to provide additional information and resources, and a Playbook Insight document which gave Business Partners a comprehensive ‘how to sell’ guide on how to position the product and spot sales opportunities.
10
Client Avnet & HP
Title campaignWORKS This bespoke online campaign generation tool for Avnet was developed specifically by Delineo to make sure that your Business Partners can always take the latest IT messages straight to their customers – quickly, easily and cost effectively. campaignWORKS forms a core part of the marketing and business development strategy for the HP team at Avnet, who work with Delineo each month to create structured campaigns in line with HP’s latest messaging – incorporating Playbook Insights, campaignWORKS eshots and telemarketing scripts which are then used in support of call out days.
In HP H2 FY10, this focused activity supported a pipeline of £24m through 30 partners and resulted in closed business totalling £3,992,000.
11
Boring2Brilliant Boring2Brilliant is our own campaign, targeting prospects that are falling foul of agencies that: don’t understand what’s really driving customer thinking (and spend!), delivering generic IT messages and failing to provide copy that really resonates. The result is boring campaigns that make no impact on metrics. At Delineo we fuse a powerful B2C concept approach with the drilled-down ROI clients expect from B2B campaigns, delivering brilliant creative and measurable results.
Client
Client
Skyguard
The Co-operative Travel
Here’s an example of a national advertising campaign Delineo created for ‘personal emergency service’ provider Skyguard.
Boring2Brilliant extends beyond business-to-business into the consumer brands we work alongside. Here’s an example of how we delivered a radical reinvention of the internal magazine at The Co-operative Travel.
By replacing stereotypical images of attackers and victims with a more focused, more standout visual approach that also connects the reader directly to the issue, Delineo significantly improved Skyguard’s response rates.
Internal Communications Manager commented: “Of all the design agencies who tendered for the relaunch of our in-house magazine Shine, Delineo’s proposal was easily the most radical and the most interesting. They rethought our communications from the ground up, taking a holistic
approach while always focusing on the end user. That’s why they were successful.”
Before
Skyguard’s Marketing Director commented: “Delineo has created an identity and campaign that really raises a smile. The campaign encapsulates exactly what we want to say; Send4Help provides complete peace of mind and protection to you and your loved ones. This campaign has been delivered in a way that will drive tangible results.”
Before
After After
12
Client numéro
Title Reaching ‘new channels’ numéro asked Delineo for help with a ‘new channels’ microsite, showcasing the ‘new channels’ capabilities of numero products in the social media and mobile web arena. The campaign includes a dynamic mix of elements including; eDM, specific tailored social media, viral YouTube videos and integrated numero website videos. Striking, eye-catching images, draw attention to the evolution of the customer and highlight numero’s ability to not only understand the customer needs but move forward with them as media choices evolve. Consumers are more switched on and vocal than ever, and with a variety of engaging videos, and provoking eDM, numero can demonstrate the importance of interacting with these customers on a consistent basis. Campaign highlights include a successful eDM campaign that achieved 15% click through rate, versus an average 10% in B2B.
13
Client ICM
Title ‘making it possible’ IT services businesses, ICM Business Continuity and Servo came together to form one company in April 2011, tasking Delineo with rebranding ICM and developing a strapline to reflect their new business proposition. The tone of voice, typography and language used in the campaign relates to the audience’s business needs and supports the overarching message ‘ICM – making it possible’. This refreshing approach distinguishes ICM in a competitive marketplace in which the norm is more conventional and staid. The campaign rolled out in National and London centric media including The Times, City AM and the Evening Standard - establishing the brand amongst key C-level decision makers and improving lead generation via the website and direct enquiries. On Delineo’s appointment, ICM’s Head of Marketing said: “Thank you for your teams work on this. We have had a great deal of positive feedback about the rebrand and ad.”
14
Client FreshTL
Title Digital makeover for cloud specialist Cloud specialist FreshTL tasked Delineo with the design and build of a website to showcase the company’s market-leading TeamPoint solution. TeamPoint helps companies publish policies and procedures more easily, dealing with issues concerning Governance, Risk Management and Compliance. The solution is aimed at Compliance managers, Regulatory Affairs managers, and HR & Quality managers within companies in the Healthcare, Manufacturing, Oil & Gas or Construction Industries. The aim of the site is to act as an extension of the TeamPoint software so it was important the branding remained consistent across the platforms and retained the IT stylistics. Colour and creative reference were taken from the design of the software, and the style of the icons used in the TeamPoint software echoes the button and icon style on the website. A bleached out black and white treatment was applied to the images, leaving only a single element in the TeamPoint blue to create interest and fit in with the overall look and feel of the site.
15
Meet the Avnet Team: Natalie Flackett
Delineo comprises over 40 people, each with specialist skills and expertise. Our head office is based next to The Lowry Hotel, in the centre of Manchester.
What are your creative outlets?
Client Services
A good book, a good swim, exploring new cities (without a guide book – the only thing I refuse to read) and the bright lights of Vegas.
Our hard working team of account handlers will drive your project to meet deadlines and within budget. The dedicated members of the Avnet team are always happy to hear from you.
When did you first decide on a career in Marketing?
About me Self-confessed agency girl who has been working in the marketing field since 2001. I’m the token Brummie at Delineo and proud to be part of the Client Services team, where those who are ever-so-slightly obsessed with quality, customer service and the odd spreadsheet feel right at home.
Inspired by How language influences people, being ‘aunty natnat’ to my godson and the ‘Keep Calm and Carry On’ motto long before it was fashionable.
At university in Sheffield. I studied English Literature and was fascinated by how language can be used to influence an audience’s thoughts and reactions and I still am. It’s at the heart of everything we do – creating compelling messages that engage and convince an audience.
How long have you been part of the Delineo Client Services Team? For just over four years.
James Rowlands Account Director
Natalie Flackett Senior Account Manager
Lynette Rodway Senior Account Manager
0161 836 6680 james@delineo.com
0161 836 6681 natalie@delineo.com
0161 836 6672 lynette@delineo.com
Sam Rowlands Client Services Director
Catriona Walker Copywriter & Account Manager
Phil Dodds Junior Account Manager
0161 836 6673 sam@delineo.com
07815 971228 catriona@delineo.com
0161 836 6682 phild@delineo.com
In your marketing career which campaign that you have been involved with, are you most proud of so far? In 2005 I managed the West Midlands launch of British Food Fortnight for The Countryside Agency – a huge regional marcomms push across local press, TV and radio to get children thinking about where their food comes from; for the local pubs and restaurants to get behind the region and showcase local produce on their menus; and to boost local tourism by promoting regional food and drink as an essential part of the visitor experience. More recently I managed the creation and launch of “Business Matters” for Bell Micro. Business Matters was developed to give Business Partners a greater insight into the issues and technologies that were having the greatest impact in the channel finding the connection between customer IT priorities and the real technology and services that you can sell – to bring clarity to a complex IT issue like Virtualisation or Cloud, and ultimately drive business for Bell Micro’s own customer base.
Creative and digital We are a fully integrated team of creatives that are comfortable working across advertising, digital and design alike. We work hard to create effective communication that produces the best results for you.
What is your favourite character or jingle used in a marketing campaign? The insurance advert jingles tend to get stuck in my head the most (Go Compare, Sheila’s Wheels) but a stand-out advertising character in the last year has to be the Cadbury Dairy Milk drumming gorilla. Although now you’re asking I’m having a flashback to the Wall’s “Just one Cornetto” jingle…maybe that’s wishful thinking as I’m trying to plan a trip to Venice at the moment!
Leigh Sheridan Creative Director
Carl Vivante Senior Creative
Martin Malone Technical Director
Anthony Owen Creative
Alex Jenkins Junior Creative
Mark Goulden Interactive Developer
16
Delineo 71-72 Yorkshire Street Manchester M3 5EG t: 0161 839 6289 www.delineo.com
Š 2011 Delineo. All rights reserved. All other products, brand and names are trademarks or registered trademarks of their respective owners.