Changing I.T. Campaigns from Boring 2 Brillant

Delineo Changing I.T. Campaigns from Boring 2 Brilliant

Delineo has a strong tradition in B2B marketing, with a particular focus in the IT sector. Over the past ten years we have worked at all levels with technology clients, developing a strong understanding of the channel and IT end-user marketing models.

Our work spans everything from strategic consultancy to tactical delivery, from the smallest business unit to EMEA wide operations.

Each member of the Delineo team has a strong IT pedigree, having also worked client side in distribution and in channel organisations. We deliver creative, print, specialist copywriting, research and online support to a broad client roster, all managed by an IT aware Account Management team.

Delineo typically delivers fully integrated campaigns employing; eDM, internal deskdrops, external DM, online content, display advertising, ambient materials, sales support tools and AV content including 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 hidden opportunity in HDS storage.

Response: Consumer quality creative campaign across email, online and printed sales support tools.

HDS feedback: “The graphic and message is really strong!”, “This is fantastic – I really appreciate all the work you have done this year – we have had far more visibility in the channel with your efforts and much appreciated”.

campaignWORKS

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 and edit to suit our business and brand” Marketing Manager, UK IT Reseller.

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 not anymore. We focus on our customer’s customer and it was Delineo that single handily educated us about marketing. What has really surprised me is Delineo’s absolute focus on results. Whilst its work has been profound – it is Delineo’s clear drive to achieving tangible results that is so revealing. In an industry sector usually known for creating just great ideas with little execution, Delineo’s work has been like a shining light at night. Within days, Delineo’s work has generated more leads than we achieved in the whole of last year……….. 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 business through existing relationships.

Response: High-impact campaign aligned exactly to the single-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 and services Bell Micro actually sells.

Response: Strong sub-brand promotes the Bell Micro Enterprise proposition with focused insight, resources and connection to real revenues. Business Matters has become the de facto brand in Bell Micro for communicating the big ideas including Cloud and Virtualisation. Business Matters Live events are THE focus for strategic marketing activity in Bell Micro.

Client:

Servo (Large Corporate Reseller)

Title:

Servo – Rate Servo

Brief:

Client retention and cross sales direct response campaign targeting 3,000 existing business accounts.

Result:

Integrated campaign targeting customers through a combination of email, direct mail and telemarketing activities. Campaign responses are captured and integrated within an internal workflow system for follow-up action. Campaign shortlisted for Marketing Society Award. All campaign metrics exceeded, including interactions at 248% of target and sales opportunities identified 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 of direct marketing, email marketing and video-based online resources to generate leads for a large sales team. As part of the campaign – launched at the end of 2009 – Delineo conceived and developed the Freeworld 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 around big HP business drivers, creating trusted gurus of the Bell Micro presenters. Animatics (animated content) educate partners around products and solutions without them investing too much time.

Partners request white label versions of the featured content. This content 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 a powerful CMS.

Response: SharePoint driven solution delivers a graphically led website that’s easy for Bell Micro marketers to update and more engaging for all stakeholders. Since Jan 2010 go live - 232,000+ page views, 78,000 visits and 58,000 visitors. Bell Micro marketers 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 and partners to attach Security to every deal.

Response: Fully integrated campaign simultaneously launched across all Bell Micro UK locations and to UK channel audience. Powerful brand personality helped recruit new vendors Fortinet and Virtuity/Backstopp.

Client:

Trinity Computer Services

Title:

Trinity – Customer Case Study

Brief:

Highlight the client’s powerful Microsoft solutions capability in a new case study format

Result:

Colourful macro photography breathes new life into a tried and trusted case study format. Targeting owner decision-makers wholesale distribution businesses this new format makes complex copy more accessible to a non-IT audience.

Client:

Bell Micro (IT Distribution)

Title:

Hello/Goodbye – Symantec Campaign

Brief:

Rip and Replace campaign targeting McAfee accounts post termination of Bell Micro contract.

Response: Compelling consumer quality campaign implicitly waving goodbye to ‘McAfee’ and welcoming Bell Micro sales teams and partners to Symantec.

Client:

Bell Micro (IT Distribution)

Title:

HP Industry Standard Servers – ‘Reseller Roadmap to HP Converged Infrastructure’

Brief:

Demystify HP Converged Infrastructure for partners with a compelling education and skills transfer programme.

Response: Consumer quality comms campaign – highlighting the step by step path to success now available to partners. Rolls out July 2010.

Client:

Bell Micro (IT Distribution)

Title:

HP Storage – EVA upgrade campaign

Brief:

Encourage partners to revisit recent EVA sales and sell an upgrade.

Response: Highly personalised ‘Upgrade Certificate’ direct mail and email (non-personalised to Tier 2 audience) – listing the exact deals qualifying for upgrade.

The vendor commented this campaign ‘ticked all their boxes’ – with clearly targeted deals and a strong call-to-action.

Client:

Bell Micro (IT Distribution)

Title:

Brocade brand awareness

Brief:

Encourage upsell to Brocade branded technology within system build.

Response: Visually strong campaign across email, online and sales support material focusing on the SMP of ‘Brocade Own Label’.

Contact us: Nick Melvin James Rowlands e: nick@delineo.com e: james@delineo.com m: 07957259069 m: 07967303815 Delineo 71-73 Yorkshire Street Manchester t: 0161 839 6289

www.delineo.com