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SITUATION

With the development of Notes and Domino, IBM/Lotus redefined how companies do business. These products changed the way applications are developed, how people communicate and work together, and how they view the role of automation. Notes/Domino allows secure and seamless internal management and sharing of information and enables business users to make the most of the web. Notes/Domino helps companies maximize team productivity, automate business, and increase profits.

OBSERVATIONS

  • Awareness of Lotus Notes/Domino was high.
  • Previously Lotus/IBM had targeted only the enterprise accounts, so many smaller and mid-sized accounts felt that they were not big enough to consider Notes and Domino.
  • Lotus/IBM wanted to seed these mid-sized companies.

TARGET AUDIENCE

  • Large Companies – Directors, VP, CIO
  • Small/Mid-Size Companies – Directors, VP, CIO & CEO
  • Line of Business Managers responsible for IT purchase decisions
  • These managers often are open to new ways of working but are always aware of the bottom line

CREATIVE GOALS

  • Design an integrated collateral and web system
  • Create targeted messages to 13 industries
  • Develop industry-specific brochures and profiles
  • Create compelling visual & selling messages that differentiate Lotus/IBM in the marketplace
  • Provide an overview of Notes and Domino
  • Demonstrate how Lotus/IBM technologies lead to real-world results
  • Communicate to the target why they would want to do business with Lotus/IBM
  • Engage prospects by informing them that Lotus/IBM is the world leader in messaging and groupware
  • Encourage readers to visit web site

SOLUTION

  • We developed an integrated collateral and web system covering 13 industries—including an overview brochure, individual industry brochures, customer profiles, web site home page and other marketing materials.
  • We positioned Notes & Domino as the premier platform for information transaction across the Internet, extranet, and intranet.
  • We created a program that looks high end but doesn’t cost it.
  • The format we provided was flexible. It included an overview brochure that acted as a folder for housing individual industry brochures, customer profiles, and white papers.
  • The corporate brochure informed and educated potential customers about Notes/Domino products and solutions.