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Unified Communication Message Development

Challenge
NEC’s needed to drive market awareness of its Unified Communications (UC) solutions and to lay the foundation for a sustained UC campaign. Previous PR and marketing campaigns had failed to cut through in the media, despite the technology being highly innovation, largely due to their overly complex and global-centric strategy. NEC’s challenge was to effectively launch NEC as a UC vendor in a very crowded and competitive market.

Solution
n2n communications developed a storyline and messaging that positioned NEC as the third player in a three horse race between itself, Cisco and Microsoft. By aggressively targeting the main players in the market – with robust and extensive proof points to back it up – NEC was positioned amongst the leading industry players very quickly.

The messaging materials covered the enterprise and SMB segments and built on NEC’s existing strength in IP telephony and competitive positioning. To further simplify the technology being, n2n communications developed a three-layered messaging platform to demonstrate how businesses could become the ‘unified enterprise’.

Result
n2n communications’ messaging platform formed the basis of the company’s UC re-launch, ongoing campaign and marketing strategy. NEC’s UC relaunch campaign generated 20 briefings with key business and technology media in Australia and New Zealand.

These articles positioned NEC as a serious challenger to Cisco and Microsoft in the UC market and effectively communicated NEC’s business-centric approach to UC. The messaging materials also formed the basis of marketing materials, web content and all subsequent UC briefings.

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