Solution

We developed a campaign production and management system called Basis. The Basis system dramatically improves the production speed and quality of multilingual communications while reducing the administration burden on Dell staff by providing a simple yet very effective workflow and approval process. Core campaign templates were developed based on Dell brand guidelines and usability best practice. A structured content development strategy is continually feeding approved content into a central library, to give managers immediate access to approved content. While e-mail provides the core of communication, the content strategy has been built out significantly to include interactive sales presentations, campaign generation tools, webinars and videos, whitepapers and training applications.

Results

Dell’s open rates regularly exceed 40% with click-through rates averaging as high as 25% proving a consistently high level of partner engagement. Operationally, the timeframe for developing a global campaign broadcast has decreased from 29 days to less than 7, greatly improving Dell’s ability to respond effectively to marketplace demands.