Lucent Technologies
Building a War Chest of Branded Communications

Crux
"Going to Market with Power" was a year-long company-wide sales and training initiative for Lucent's sales reps, Business Partners, and VARs.

Challenge
Working with LLKFB in New York, the chief objective was to determine the needs of 10 key industry verticals ranging from Financial Services to Retail to Government. Then determine key trends relative to communications within each. Walk in the shoes of the decision makers, learning their business, the terms they use daily, the goals they have for the future. Then map Lucent products, solutions, services, and case studies directly to those needs.

Solutions
Through a combination of print, multimedia, and web-based sales and training materials, we met prospects' requests to Know Their Business, Speak Their Language, and ultimately Advance Their Business. We then took all of this information and customized it for individual Business Partners, complete with co-branded components. Lastly, we repurposed all of the content to be consumer-facing, essentially knocking the edges off of the tech talk, if you will, and effectively increasing the hype.

In parallel, we created a direct mail campaign to senior-level executives highlighting the benefits of Lucent's CRM solutions. We built the campaign around peer testimonials and upon Lucent's track record of innovation dating back to the inception of Bell Laboratories. A Lucent-branded box contained a free scrolling mouse (which was actually a hot item four years ago), a gatefold that expanded into poster size, and a CD-ROM demo we created specifically for the initiative.

Results
Although Lucent corporate has been under fire in the last couple of years subsequent to its stock freefalling in the market, Lucent Enterprise, for whom these communications were developed and written, enjoyed a successful spin-off as Avaya Communications. Mission accomplished.