Best Telecommunication Online Campaign

Target Audience:
This broad-reaching campaign spanned a number of target audiences, but was primarily focus on the C-Suite IT Executive or senior-level IT decision makers. Depending on the product, the campaign also targeted the entire influence chain for the adoption of enterprise-level telecommunications technology, including those responsible for building new capabilities around emerging lines of business.

Objectives:
In early spring of 2011, Avaya charged Faction Media with the monumental task of developing and launching three simultaneously-implemented global demand generation campaigns. These campaigns consisted of the unique development of three creative platforms tailored to three unique product categories: Unified Communications, Data Networking, and Contact Center solutions.

Each of the campaigns would consist of an entire integrated strategy of targeted tactics including email, direct mail, online and print advertising, event support, and more. These tactics would be built around content intended to engage every target with relevant information throughout the buying cycle, and would also be adapted by each of Avaya’s four global regions for specific cultural considerations.

Strategy:
The first task at hand was to develop, pitch and test creative concepts on a global scale. After the selection of concepts under each solution, the next challenge was to create a series of assets and tactics that could be implemented in sequence to targets based on their position in the AIDA scale. We developed a custom Global Campaign Toolkit consisting of email, direct mail, event support, on-line media, social media curriculum and sales enablement materials to be deployed by the each regions and Avaya’s business partner community.

We then turned to the task of developing content and targeted messaging by audience – supported by compelling offers, tailored to the stages of the buying cycle. In order to help with the global implementation of the campaign, we also developed a deployment strategy and campaign playbook to provide guidance on how to leverage the toolkit assets for each of the regions, and conducted training sessions to make the process of launch as simple as possible.

Results:
Deployed in 11 countries, the Global Demand Generation campaign marks the first time Avaya has launched an effort of this scale. It has been adopted and deployed by 51 business partners worldwide. In the first 3 months the campaign has produced 10,904 leads representing $113,325,000 in pipeline revenue, and 29 closed leads resulting in $2,068,000 in won opportunity. The campaign is currently still in market and we anticipate continued exceptional results in the second quarter of the campaign.

Contributors:

Partner:	Aaron Batte
Creative Director:	Dan Schrad
Content Director:	Rob Silk
Account Director:	Matt Smolenski
Account Manager:	Christina Petti
Account Manager :	Jeff Redington
Project Manager:	Megan Smith
Art Directors:	Geoff Eakin, Olivia Peralta, Adam Obendorf
Associate Creative Director:	Cole Sletten
Copywriters:	Ben Edwards, Chelle Kifer, Pam Peters

FACTION MEDIA

Location: United States