CHALLENGE:
With limited marketing funds, the USAF needed users worldwide to register 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, a newsletter for USAF Leadership, and a logo. Printer-ready file formats, along with samples, were then distributed to USAF Major Commands worldwide.
RESULTS:
In eight months, spurred by a leadership directive, the number of registered users jumped from 102,000 to 466,000. This steady march upward in registration was over a fourfold 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
>> Return to Case Studies: Digital Strategy