PRINT + COLLATERAL + WEB CAMPAIGN
My Contributions: Content Strategy • Senior Copywriting + Editing • Concept Development • Client Presentation
TURN THEORY INTO REALITY
MICROSOFT WANTED TO HELP LARGE AND SMALL COMPANIES STAY ON THE CUTTING-EDGE OF TECHNOLOGY WITH ITS FLEXIBLE, SCALABLE, AND SECURE ENTERPRISE-CLASS WINDOWS SERVER SYSTEM.
ccording to focus groups, IT
managers have it pretty rough.
Companies tend to neglect their technological platforms as long as everything works well enough, despite increasing concerns about performance, compatibility, and security.
The reason? Upgrades are considered too expensive and disruptive. As a result, IT staffs are stretched thin, often to the breaking point, or there’s a catastrophic failure of some sort.
Microsoft wanted to give beleaguered IT managers all the information they needed to convince their companies to migrate to the Windows Server System—a secure platform that could help extend limited
resources, protect the bottom line, and generally make life much easier.
The Windows Server System fell within Microsoft’s Business Intelligence
solutions. We designed the “Turn Theory Into Reality” campaign to achieve three communication goals: 1) Speak to an audience who loves science and technology; 2) Incorporate a compelling, testimonial format; and 3) Address “wish list” items common to IT managers. For these reasons, the ads featured individuals, and the headlines focused on how managers could make their IT theories a reality.
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). The headline, “Franco’s Theory Of Business Productivity: We Must Act And React In Precise Alignment With Our Goals” addressed sluggish time to market, and highlighted speed, collaboration, and efficiency.
We also developed a microsite that elaborated on this theory concept. It provided IT managers with a more comprehensive explanation of benefits, and provided links to training and support for those who had already made the switch. In addition, we explained that migration
was quick and painless, and well worth the effort and limited expense. This information was incorporated into direct mail, as well.
The result: Migrations to the Windows Server System increased, as did mention of Microsoft's Business Intelligence solutions on message boards within the IT community.