Antivirus software distributor
Project 4 - Smart technical writing
Background
This company is the sole Australian distributor for innovative and highly awarded European PC security software. The company has distributed the software for over 5 years and has:
- a sizable business based on 800 small resellers
- customers who are mainly small businesses or single users
- international recognition within the technical IT community
- limited profile in the Australian business community.
In previous projects we had:
- written its Australian brochures and case studies
- qualified various resellers, partners and prospective customers
- gained exposure in 7 key IT media
- represented our client at a major IT media forum, Influence Forum 2008
- Written and ensured publishing of press releases around a major launch
- Managed public relations during an unforeseen and lengthy launch delay.
Our client now sought to capitalize on the availability of the product, to promote it widely via 2 major events, CEBIT (targeted to smaller businesses and consumers) and AusCert (focussed on security).
Challenge
To create collateral which was high level and authoritative, suitable for both markets and in a compact format suitable for handout; to complete the project in a week
Solution
We:
- reviewed our client’s existing White Papers which were comprehensive and authoritative, yet each 30-40 pages long
- proposed a new format for collateral – the Short White – to distil the essence of the longer White Paper into a compact format more suited for events
- positioned these Short Whites to present the product factually yet without detailing technical complexities
- wrote 3 different Short Whites, each targeting an area of technical excellence, translated into easy-to-understand business benefits, each in a 2 page format
- arranged for the Short Whites to be printed locally and despatched for the event.
Results
The Short Whites were:
- written, printed and despatched on time and on budget
- well-received by target audiences at both events
- added to our client’s arsenal of well-targeted promotional tools
- able to be customised for other markets
- usable in PDF format for email or EDM.
Feedback
“Good one. Great idea. Well done.”
Managing Director, Antivirus software distributor
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