ALPHA Creative Case Studies

Examples of Our Work
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© 2000-2017 Alpha Marketing, Inc. All Rights Reserved.

DIGITAL MEDIA
DIRECT MARKETING
RETAIL MARKETING

SALES ENABLEMENT

MARCH NETWORKS FINANCIAL SALES TOOLKIT
4
March Networks needed to deliver information about their products to the financial vertical market. Toolkits were focused at new
customers and provided a “How to Sell” playbook, sell sheets and sales presentation to better equip March Networks and partner reps
with effective selling tips and strategies.

DHL EXPRESS AMERICAS SALES MATERIALS
5
Which is more impressive – the engaging and beautiful images or the country-specific and competitive data for these
‘trade lane’ brochures? Produced for countries throughout Latin America in two languages for DHL Americas.

DHL EXPRESS AMERICAS INTEGRATED CAMPAIGN
6
One comprehensive campaign we themed “How Fast is Fast?” communicated the Same Day advantage online, through videos,
at tradeshows, in sales sheets, via presentation materials and customer case studies.

DHL EXPRESS AMERICAS “HOW FAST IS FAST” VIDEO
7
This fast-paced video was based on a true life-or-death medical situation that DHL was able to bring a happy ending to. Full of motion
graphics, live video and a countdown clock inspired by “24” this story brought DHL’s international capability to life in a dramatic but
professional way.

LENOVO EDUCATION ENABLEMENT KIT
8
This comprehensive communications campaign schooled channel partners on the Lenovo advantage in the Education vertical.
Elements included a trapper keeper and dedicated partner microsite, product battlecards, sales sheets, whitepapers, case studies,
and webinars.

LENOVO SMALL BUSINESS PARTNER ADVANTAGE PROGRAM
9
The Lenovo Channel Team approached us to help with the development and launch of their SMB Partner Advantage program.
Featuring a series of programs and incentives to help Tier II partners meet their unique business needs, we developed an entire visual
system to get this key program active.

LENOVO VERTICAL PRODUCT MARKETING
10
After years of selling directly to schools and universities to become #1 in education, Lenovo extended the opportunity to their channel
partners. They were schooled on the Lenovo Advantage with a trapper keeper and partner microsite featuring product battlecards,
whitepapers, case studies and webinars.

LENOVO HEALTHCARE ENABLEMENT KIT
11
Audience-focused solution selling is essential to helping sales reps and partners understand and share key selling points within a
vertical. This range of materials addresses research center buyers and influencers, hospital CIOs and IT directors, physicians,
administrators, and practice managers.

DHL EXPRESS AMERICAS TRADESHOW BOOTH
12
ALPHA took DHL Same Day's 'How Fast is Fast' theme and ran with it to create a full blown theme that extended to
case study videos, trade show booth graphics and additional B-to-B communications.

LENOVO PRODUCT MARKETING MATERIALS
13
Product marketing materials can demonstrate thought leadership within a category, showing the latest product information as a
definitive guide, in the context of customer needs and technological advancements, with an underlying message that reinforces
market positioning.

ZTE | SELL-IN PRESENTATIONS
14
ZTE embarked on a series of North America product portfolio sell-in meetings with Tier 1 and 2 wireless carriers. After a discovery
briefing session, we developed a cohesive product marketing pitch with a retail on-boarding plan that ZTE executives could take to
their customers.

DIGITAL MEDIA

TRUPHONE PARTNER PORTAL
16
ALPHA worked with Truphone to develop and implement a direct marketing campaign. The purpose of the campaign is to increase
the number of referral partners within the channel and, as a result, increase the number of opportunities registered by referral
partners.

LENOVO ONLINE OPTIONS CONFIGURATOR
17
In over 70 countries and 8 languages, this web-based tool allows Lenovo business partners, distributors, and inside sales to instantly find
and quote on software and peripheral accessories from one online hub.

SONY ERICSSON EMAIL CAMPAIGN
18
Announcing new products and programs to partners and carriers was a challenge for Sony Ericsson. ALPHA created an email
distribution system that allowed centralized management of content and customization by the sales reps. This enabled the seamless
distribution and tracking of delivery.

LENOVO PRODUCT MARKETING, CONTENT MANAGEMENT & MESSAGING
19
Making complex technology easy to understand and share lead to the creation of an online portal showcasing how powerful Lenovo
+ Intel features really are. Regionally tailored videos, icons, and marketing materials were available for download in nine countries
and eight languages.

LENOVO PRODUCT MARKETING VIDEOS
20
The end result of Microsoft and Lenovo’s Velocity program was Enhanced Experience (EE) 2.0. The launch materials we created for
the sales team included videos and quotes from EE 2.0 stakeholders we interviewed, explaining the benefits of EE 2.0 to both large
enterprise customers and SMBs.

THE FOUNDATION FOR CHILDREN WITH AHUS NETWORKING SITE
21
This community social networking site has become THE hub for families and researchers seeking a cure for atypical hemolytic uremic
syndrome (aHUS). Incorporates e-commerce, a trusted advisor resource portal, highly active user forum, user-led support network,
and social sharing capabilities.

SONY SOCIAL MEDIA CAMPAIGN
22
To engage fans, this Facebook photo contest featured a weekly sweepstakes drawing with Sony prizes being awarded for winning
entries. The entries were narrowed down to 10 finalists by Sony’s blogger panel. Finalist entries were announced for public voting to
select the Grand Prize Winner.

GRAPHIC DESIGN

LENOVO PRODUCT POSITIONING
24
ALPHA not only developed the concept and visuals behind the national rollout of Lenovo’s new Erazer gaming computer,
we also did a full promotional campaign that included banner ads, landing pages and retail displays.

DHL EXPRESS AMERICAS INTERNAL MIDDLEWEIGHT CAMPAIGN
25
ALPHA worked with DHL Express to launch a nine-month-long internal global sales campaign that empowered the sales force to tout DHL
Express’ mid-weight shipping capabilities. ALPHA was responsible for developing a unique logo, posters, e-blasts, score cards, and other
campaign elements.

BELL AND HOWELL BRAND REPOSITIONING
26
Bell and Howell needed a way to communicate that they were more than just a manufacturer of letter shop equipment and actually
had a full suite of software and data management solutions. ALPHA developed a new brand positioning theme plus a striking
evolution of their visual identity.

SENSUS CORPORATE COMMUNICATIONS ARCHITECTURE
27
Starting from the foundation of an existing logo, we created a branding and collateral system that was deployed across three
business units. It included templates in multiple formats for all existing and new sales and marketing materials, showcased within a
graphic standards Brand Guidelines document.

MARCH NETWORKS INFOGRAPHIC
28
Channel partners were provided with a clear picture of video surveillance security provider March Networks leadership, history,
products, and solutions through this unique infographic. By popular demand, a printed poster version was produced and distributed.

LENOVO SELL-IN PRESENTATIONS
29
Why settle for PowerPoint when you can instead deliver an art-directed visual brand experience? Captivate your audiences
by clearly translating data points and technical product differentiation into an engaging, impactful presentation.

30
Why settle for PowerPoint when you can instead deliver an art-directed visual brand experience? Captivate your audiences
by clearly translating data points and technical product differentiation into an engaging, impactful presentation.

DDNI PRODUCT MARKETING, CONTENT MANAGEMENT & MESSAGING
31
Created and managed content, messaging, and creative testing for an electronic CRM (e-CRM) digital delivery platform that provided
PC owners with targeted and contextually relevant “on machine” offers based on user attributes (product, usage, system, and value).

DIRECT MARKETING

MARCH NETWORKS MARCH MADNESS PROGRAM
33
Each year, March Networks does a partner appreciation direct mail campaign using a basketball theme. This year’s program
included a personalized sports duffel, a partner-branded water bottle and more. Partners also competed against each other in a
North American March Networks bracket.

LENOVO PARTNER RE-ACTIVATION CAMPAIGN
34
Targeting inactive business partners to win back lapsed customers was the goal of this multi-tier channel marketing campaign that
included mail, email, webinars, and incentive offers. The response rate of 5.85% was almost 6x the DMA’s top-end average for B2B
direct mail alone.

LENOVO PARTNER MARKETING CAMPAIGN
35
In order to generate awareness and usage of the six key marketing tools available on the Lenovo Partner Network (LPN) channel
partners were mailed with an overview and description of the tools and the latest profit-driving deals on offer, driving traffic to LPN for
increased unique visits.

LABCORP AWARENESS CAMPAIGN
36
LabCorp wanted to engage members of Congress to build awareness of the importance of laboratory testing. Hand-delivered
information packets featuring a call to action (personalized URL) and customized constituency data that would resonate with the
target audience.

EVENTS & PROMOTIONS

BANDWIDTH TRADESHOW IDENTITY
38
Bandwidth wanted a event presence that would stop people in their tracks and reflect the rebellious nature of their culture without
the key message of their product offering getting lost. We delivered all three in an unapologetically tongue-in-cheek campaign
based on a common industry acronym.

NETAPP EDUCATIONAL EVENT COMMUNICATIONS
39
NetApp needed communications to help promote NetApp 201—a series of educational events hosted by Channel Partners and
focused on emerging technologies. Not only did our solution need to drive participation and attendance at this event, it also had to
lay the design foundation for future events.

SONY ERICSSON SPONSORSHIP ACTIVATION
40
The Sony Ericsson Open was a VIP customer and consumer branding event held in Key Biscayne each year. Our role was to develop
fun and entertaining signage and environments to capture attendee attention, draw traffic to showcase compelling product demos,
and inform fans where to buy.

41
For a major IT channel event, our Break From the Pack theme ranged across all elements, including an awareness building and traffic
driving pre-show email blast and direct mail piece, sent to all registered trade show attendees communicating a Harley Davidson
giveaway at the show.

LENOVO PARTNER MARKETING TRADE SHOWS
42
ALPHA has taken a lead role in handling trade show activities for Lenovo’s Global and North American channel groups. From booth
layouts, graphics, production and installation and the customizable ‘trade show in a box’, ALPHA has been involved in all aspects of
trade show management for Lenovo.

DHL EXPRESS AMERICAS CUSTOMER RE-ACTIVATION CAMPAIGN
43
A large database of inactive customers were incentivized to come back and become active once again. The comprehensive
campaign included database management, direct mail with hand-raising promotional offer, landing page, welcome kit, first order
and volume incentives.

SONY ERICSSON LOCAL STORE MARKETING
44
Our in-store displays literally drove traffic to retail. This “tricked-out” BMW allowed hands-on consumer interaction and product
experience within targeted retail catchment areas. Included in-store promotion, mobile content, and a gift with purchase offer – for
selected ‘Tier A’ stores.

45
This program engaged channel partners by asking them to submit stories about why their clients needed a technology makeover. The
contest and resulting case studies provided a powerful before/after story that were then packaged for use by channel sales to
support their selling efforts.

LG CO-OP MARKETING PROGRAM
46
We created a turnkey co-op program from scratch to allow LG to help major distributor Brightstar address price differentials in the
marketplace without creating channel conflict. This program integrated so seamlessly with other offerings in the channel that it was
extended three times.

RETAIL MARKETING

SAMSUNG RETAIL DISPLAYS
48
Displays, hanging banners, floor decals, bezel stickers and “how to play” signage were built around an in-store interactive demo of
Samsung Smart Interaction and Angry Birds. Users could play Angry Birds by simply using gesture control. Customized for major retailers.

49
A unique and own-able look for Galaxy tablet displays was created to live easily alongside Samsung’s home entertainment displays in a
variety of shopping environments. We aimed to leverage key visual elements to help define the Samsung Tablet experience and familiarity.

SONY ERICSSON RETAIL DISPLAYS
50
Best Buy Mobile’s 2.0 Concept stores targeted a more female demographic and opened the way for Sony Ericsson to increase their
in-store footprint. Within a 4x8 merchandising opportunity we used fabric coverings, wide screen displays, and ‘demo pods’ to
engage with the target customer.

LENOVO RETAIL DISPLAYS
51
Eye-catching creative captured the essence of these two unique products and displayed their benefits in clear, visually compelling
ways. They included a unique security tether designed for the product and were deployed in hundreds of Best Buy stores during Holiday.
“Nice display for
#Lenovo Yoga. Looks
great and you can flip it
around. No bars
holding it down.”
– Vice President of Industry
Analysis for Consumer
Technology, Stephen Baker

LENOVO RETAIL DISPLAY
52
Showcasing one product is a challenge. Two even more. ALPHA created a sophisticated, eye-catching endcap for two of Lenovo's
hottest products. The visual organization of elements make for a piece that’s easy to read, clearly speaks to each product but still is
cohesive and branded.

LENOVO RETAIL DISPLAY
53
Lenovo needed to promote their IdeaCentre® product in a very competitive environment. Their client, Best Buy, insisted on a clean
design approach. ALPHA developed a display that was on-brand for Lenovo, met Best Buy's minimalist design scheme and clearly
communicated the product benefits.

LENOVO RETAIL DISPLAYS
54
Key retail partners may have a small footprint, such as this retailer in New York City that wanted to showcase six different products in a
custom inline display. Whether it is for a single point of sale or for thousands, we bring the same attention to detail to retail, every time.

SAMSUNG RETAIL DISPLAY
55
Creating a Total Message Management system and a visual identity guide, we established a premium and unified look for Samsung’s most
important retail fixtures. The display brought key elements of Samsung Smart Content to life with dynamic imagery and live product demos.

56
Optimized messaging and a new graphic vision for Samsung’s digital audio video messaging created visually stunning retail concepts for
Samsung’s DAV division, across all major retailers. The resulting displays created an easily identifiable “Samsung look” in store for this category.

57
Product communications that attract attention and communicate targeted product features require close coordination with retail merchandising
teams: To meet store brand guidelines and compliance requirements, approval routing, fixture-specific specs, and production schedules.

58
A global display solution had to be re-worked for North America retailers, included stepping down the power from 220v to 110v, opening up the
plexi-glass pods at the retailer’s request to allow consumers to touch the devices, then securing the devices and installing the displays in stores.

LENOVO PRODUCT MARKETING, CONTENT MANAGEMENT & MESSAGING
59
Rich and immersive product experiences that educate and engage end-customers on features and benefits across the entire
product line. Examples shown include: A. rich video, B. images, C. accurate specifications & descriptions, D. product demonstrations.
PRODUCT
DEMO
A
B
B
C
C
D

60
Assortment planning involves a combination of human judgment and analytics. It demands answers to the question, “What makes you different?”,
and requires a consideration of brand preference, customer fit, product fit, creativity, and commitment. All in one stellar presentation.

LENOVO POSITIONING PRESENTATION — HELIX
61
ALPHA developed high-level presentations for ThinkPad’s next generation of convertible/tablet machines. The goal in each was to create a
visual narrative that calls attention to ThinkPad’s 20-year legacy of innovation while also pointing out design improvements and an evolution of
the brand positioning.

LENOVO POSITIONING PRESENTATION — TABLET 2
62

LENOVO POSITIONING PRESENTATION — X1 CARBON
63

DHL EXPRESS AMERICAS SALES SUPPORT & TRAINING PRESENTATIONS
64
DHL Express Americas needed the necessary tools to deliver successful sell-in presentations, customer meetings and training events. Our eye-catching
customized templates and presentation concepts helped the client promote their brand and products in way that was fresh, compelling and relevant.

alphamarketing.com
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ALPHA Creative Case Studies

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