TURN THEORY INTO REALITY
MICROSOFT WANTED TO HELP COMPANIES STAY ON THE CUTTING-EDGE OF TECHNOLOGY WITH ITS FLEXIBLE AND SECURE ENTERPRISE-CLASS WINDOWS SERVER SYSTEM.
Content Strategy, Concept Development, Copywriting & Editing, Client Presentation
According to IT focus groups, companies tend to neglect their tech platforms as long as everything works well enough, despite increasing concerns about performance and security.
The reason: Upgrades are considered expensive and disruptive. As a result, IT staffs are stretched thin, or there’s a catastrophic failure of some sort.
Microsoft wanted to give IT managers the information they needed to convince their companies to migrate to the Windows Server System—a secure platform that extended resources and protected the bottom line.
We designed the “Turn Theory Into Reality” campaign to achieve three goals: 1) Speak to an audience who appreciated technology; 2) Incorporate a compelling testimonial format; and 3) Address “wish list” items common to IT staffs.
For example, “Anne’s Theory Of Information Velocity: Our Employees Must Access Customized Data At An Accelerated Rate" addressed a key pain point (slow data retrieval) and highlighted several benefits of the Window Server System (central management, scalability, and flexibility).
We also developed a microsite that provided IT managers with a list of comprehensive benefits, and offered training and support for those who had already made the switch.
In addition, we explained that migration was quick, painless, and worth the effort. This messaging was presented in mail and collateral, as well.
Migrations to the Windows Server System increased, as did mention of Microsoft's Business Intelligence solutions on message boards within the IT community.