CHALLENGE:
With limited funds for marketing, the USAF needed users worldwide to get registered for accounts on the new Intranet. Management wanted to create a unified message and collateral with a consistent look and feel. However, the size of the budget meant production and distribution costs would be decentralized.
SOLUTION:
We designed a promotional tool kit to launch the new Intranet. It included brochures, print ads for base newspapers in multiple sizes, posters and a logo. Printer-ready file formats along with samples, then distributed to USAF Major Commands worldwide.
RESULTS:
In eight months time, spurred by a leadership directive, accounts jumped from 102,000 to 466,000 registered users. This steady march upward in registration was over a four-fold increase.
- The collateral organized a unified message
- Various organizations promoted the unified goal in a decentralized way
- Each Major Command controlled its own needs and printed on demand
- Costs were shared between units worldwide