Novell

The information access and management group (IAMG) marketing team at Novell had several challenges.

1. The division had responsibility for a disparate set of networking software product lines, so a unifying story was needed.
2. At the time, this was a new technology arena, so the marketplace needed to be educated.
3. These weren't the company's core products, so other internal groups and field sales weren't familiar with the group.
4. This was a young team who had to convince the product line GMs that the central group could add value to product marketing efforts.
5. While there was strong centralized control of the corporate brand, a new logo had been introduced and broader design guidelines had not been specified.

The division VP had a great vision for the future (that has since become reality). He encouraged us to tell the product story from the customers' perspectives, which made the value of the solutions very clear to prospects, channel partners, and the field.

Core creative elements were modified for the specific media and reused, thereby insuring quality and consistency while reducing production costs. We coached the marcom program manager, who became a star performer after learning to "drink from the fire hose" and manage multiple complex projects in parallel.

The VP and the group marketing director participated in videos and shows with live demos that communicated how effective these products could be for different computing environments. Their enhanced visibility gave them the needed leverage to bring the division into the corporate mainstream.

Deliverables for Connecting Your World Campaign:

• Marketing communications plans
• Two Worlds (the first IAMG vision video)
• Connecting Your World video (next level video for seminars)
• Connecting Your World solutions CD-ROM and Web area
• Connecting Your World solutions brochure
• Connecting Your World screen saver
• Connecting Your World solutions road show (70-city event) with collateral including:
  • invitations, posters
  • collateral boxes, presentations
  • attendee notebooks
  • presenter workbooks, seminar-in-a-box kits for smaller cities
• Solutions-in-Action training videos
• New Worlds (the updated solutions-oriented vision video)
• IAMG Division Q4 Review event

Collaborating with To the Point

• Garthwait & Griffin Films
• The Visual Group
• S4i
• Big Chief Partners
• Livoni Design
• Grayfox Productions
• Systems Packaging
• Orr Consulting
• Innovation Ventures
• Lightspeed Productions
• HypnoVista
• The Apex Group
• Duarte Design
• Karyn Frances Gray