The Business Communications Manager is a complex product with multiple selling propositions that need to be aimed at a broad array of small to medium enterprise customers.

Alpha was commissioned to create a "total product identity and communication" including demand generation campaigns involving fax blasts and brochures through to a fully detailed interactive product "Experience" CDROM.

Alpha's creative re-aligned the whole approach to product communications - turning away from the "this is what our box does" approach to a more customer focussed angle. Information was created that provided the broad operational perspective as well as the more technical detail. Most importantly the creative treatment aimed to be engaging and entertaining - to break the mould of typical IT market communications.