Microsoft launched a new software suite that could transform the way universities communicate. It featured student, faculty and administration email accounts, connected calendars, an instant messaging platform, shared drives and shared desktops for real-time collaboration. Updates were automatic and maintenance was minimal.
The entire software package was FREE, and Microsoft couldn’t give it away.
It didn’t add up. Why was Microsoft missing the mark? We talked to IT Decision Makers (ITDMs) to find out, and what we uncovered was an insight that changed everything. It turns out ITDMs despised their legacy systems. They were buggy and needed constant upkeep. A royal pain in the Higher Ed backside. But it was theirs, and they didn’t want to give up control. They’d rather hire more staff to manage their in-house beast than outsource to a third-party solution.
So that’s exactly what we gave them...
We repositioned the product as a literal person ITDMs could “hire” to make their lives easier. We gave him a world-class resume befitting the experience and expertise of Microsoft. He had a hiring pitch, a laundry list of references, some shareable, insightful content only ITDMs could appreciate and a subtle, purely coincidental name.
He got the job - a lot of jobs actually - exceeding Microsoft’s six-month goals in less than three.
Art Direction - John Gallagher
Copywriting - Mike Heeter
Creative Direction - Terry Stewart