to the full case study .

C A S E S T UD Y
A big splash in a deeply competitive pool
Tellabs was a traditional voice-focused cross-connect company expanding
age as its birthright. As such, they’ve grown up with high expectations of
into a data arena already populated by heavyweight competition such as
technology and demand speed, high performance and reliability. In contrast
Motorola, Cisco Systems, Alcatel-Lucent and Nortel. The company needed
to the more product-focused messaging of Tellabs’ previous advertising, the
to quickly build a strong, differentiated brand. The challenge was clear: in
idea was to refocus on Tellabs’ knowledge and expertise and to reposition the
a low-interest, highly commoditized category, how does a latecomer to the
company as thought leaders at the forefront of new technology. This would be
market differentiate itself from the competition?
accomplished by associating Tellabs with the aforementioned echo boomers,
Slack and Company decided to organize Tellabs’ brand campaign around
an emerging category of early adopters identified as key influencers in
their market: “echo boomers.” These children of baby boomers are the first
generation to truly claim the constant interconnectivity of the computer
profiling individuals who used connectivity and new media in various creative
ways. By linking the echo boomers’ use of new technologies with applications
for business, the excitement and leading-edge capabilities commonly
perceived in echo boomers became positively associated with Tellabs — and
the implications for the business audience became clear.
HARD-CORE GAMER
TELEPHONY DivA
TELEvisiONARY
CELEBRiTY BLOGGER
“Echo Boomer” posters
MEssAGiNG FiEND
DOWNLOAD FiEND
WORK AND PLAY
LONG-DisTANCE LOvE
sALEs PRO ON-THE-GO
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Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com
But any branding campaign meant to build awareness of Tellabs as forward-
By mixing traditional and new-media messaging, Slack and Company was
thinking industry leaders by linking to these tech-savvy young adults would
able to create interest among more traditional business users and the echo
need to teach the intended audience who the echo boomers are. So Slack
boomers themselves, leading up to a comprehensive rollout at Supercomm
and Company created a visually simple and bold look with the new branding
2005. The impact was immediately apparent as Tellabs’ presence at the show
messaging in various tactics leading up to the rollout, including:
created a buzz, garnering attention from both large trade publications and
•Print ads
•Direct mail
•Posters
•Banner ads
•Video documentaries
•Video banners
online blogs—and everywhere in between.
The Supercomm 2005 marketing effort proved to be a huge success as it
generated 1,697 leads—93 of which were highly qualifies—and resulted in
over 50 face-to-face meetings at the booth.
The campaign also had a life post-Supercomm as the video documentaries
profiling echo boomers and their creativity enabled by their use of technologies
went viral. A band featured in one of the videos even received enough attention
from this viral marketing to earn some money in licensing fees.
•Social media
•Podcasts
Supercomm 2005
trade show
Various
banner ads
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Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com
G ET R EAD Y F O R EC H O B O O MER
N EED S W IT H T EL L AB S ’
COMMERCIAL
S E R V I C E S.
Jo Morrissey is a financial analyst who works from her home.
She’s also the owner of a seriously popular blog. But you
can just call her the future of your business.
Jo’s an echo boomer, and there are 80 million others like
her—kids of baby boomers born into a high-tech world,
always expecting the next big innovation.
So when it comes to mission-critical Ethernet, IPTV and
VoIP, echo boomers won’t put up with any excuses.
Jo and friends demand services that offer more.
More speed. More reliability. More choice.
Supercharge your network to make good on echo boomer
demands with the Tellabs® AssuredEthernetSM solution and
deliver edge services with guaranteed quality of service.
Then add the Tellabs ® MultiservicePLuS SM solution for a
streamlined ATM, Frame Relay, IP and Ethernet network.
FULL-TIME TELECOMMUTER
CELEBRITY BLOGGER
ECHO BOOMER
VISIT TELLABS AT SUPERCOMM, BOOTH #29022
LEARN MORE ABOUT WHAT TELLABS’ 30 YEARS OF
IN DU S TRY- L E A DIN G S O L U TIO N S M E A N FO R Y O U .
The following trademarks and service marks are owned by Tellabs Operations, Inc., or its affiliates in the United
States and/or other countries: TELLABS®, TELLABS and T Symbol®, and T Symbol®. Any other company or
product names may be trademarks of their respective companies. ©2005 Tellabs. All Rights Reserved.
Detach card along perforation and bring to Booth #29022.
LEARN ABOUT ECHO BOOMERS—AND WIN!
We’ll hook you up with a free USB cell phone charger kit. Now you
can power your cell phone off your computer. Plus, you’ll be entered
in a drawing to win a 42-inch Philips HD-Ready plasma television.
Just add your email address on the line below, detach the card
and bring it to Tellabs’ Booth #29022.
Direct mail
One Tellabs Center
1415 West Diehl Road
Naperville, IL 60563
Your email address:
U.S. POSTAGE
PAID
Mr. John Doe
President
Slack Barshinger
233 N. Michigan Ave. #3050
Chicago, IL 60601
Print ad
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Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com
PRESORTED
FIRST-CLASS MAIL
PERMIT NO. 6784
CHICAGO, IL
In 2007, the branding campaign and NEXTcomm 2007 effort was expanded
further, and centered around our newly created theme “Inspire the New
Life.” In the end, benchmark research showed proven results of the branding
campaign. Overall awareness of Tellabs rose 12%, with a 61% rise in the
lucrative mobile backhaul segment. Tellabs also moved up from tenth to
Copyright © 2006 Tellabs. All rights reserved. The following trademarks and service marks are owned by Tellabs
Operations, Inc. or its affiliates in the United States and/or other countries: TELLABS®, TELLABS and T symbol®,
T symbol®, ASSUREDETHERNETSM, MULTISERVICEPLUSSM, INTEGRATEDMOBILESM, and DYNAMICHOMESM.
10.75"
10.5"
9.75"
Copyright © 2006 Tellabs. All rights reserved. The following trademarks and service marks are owned by Tellabs
Operations, Inc. or its affiliates in the United States and/or other countries: TELLABS®, TELLABS and T symbol®,
T symbol®, ASSUREDETHERNETSM, MULTISERVICEPLUSSM, INTEGRATEDMOBILESM, and DYNAMICHOMESM.
sixth place in the consideration set over three years.
INSPIRE THE
CONSTANT CONNECTION .
INSPIRETHE
Deliver all of today’s must-have services with Tellabs® solutions.
RAPID REACTION .
Whetherathome,onthegooronthejob,yourcustomersdemandalways-onVoIP,IPTV,VPN
andmore.Nowyoucansatisfymobile,residentialandbusinessdemandswithacomplete
suiteofsolutions—overyourexistingnetworksandwithalltheQoStheycanaskfor.
Want to learn more about your most connected customers? Visit InspireTheNewLife.com.
Offeron-the-gofreedomwiththeTellabs®IntegratedMobile solution.
SM
Website
Theirfriendshaveit—sothey’vegottahaveit.Andtheywon’thangaroundwhile
yougetyourmobileserviceingear.GowiththeTellabsIntegratedMobile
solutionandmakeaquickermoveto3Goveryourexistingnetwork.
Wanttolearnaboutyourmostmedia-hungrysubscribers?
Visit InspireTheNewLife.com.
AssuredEthernet
Print ads
AssuredEthernet MultiservicePLuS DynamicHome SM
SM
SM
SM
MultiservicePLuS
SM
DynamicHome
SM
IntegratedMobile
7"
7.875"
IntegratedMobile
SM
8.25"
Saved: 5/15/06
Printed: 5/15/06
Saved: 4/25/06
Printed: 4/25/06
Job #:
Document Name: TELL-284 Integrated Mobile Ad k2 Wireless Review
User Name: Don Harder Jr
TELL-284
Keyline #: 2
Graphics
Bridge3.ai, cellphonesFINAL2.eps,
TELL-261 WireRev Cropmarks.eps,
shopping_photo_crop.tif, bridge3.ai,
Tell_logo_inspire_greentag.eps
InDesign CS2
4/C
Client:
Ad Description:
Tellabs
Wireless Ad
Format:
Color:
Creative Dir:
Art Director:
Copywriter:
Production:
Kelley Fead
Andy Kribbs
Shylo Bisnett
Matt VanderWeit
Bleed Size: 8-1/8” x 10-3/4”
Trim Size
7-7/8” x 10-1/2”
Live:
7” x 9-3/4”
Line Screen:
N/A
312-970-5800
Fonts:
WhitnBla, WhitnBlaIta,
WhitnBol, WhitnSemIta
WhitnBolIta, WhitnSem
WhitnMedIta, WhitnMed
WhitnLigIta, WhitnLig
WhitnBooIta, WhitnBoo
INTERNAL ROUTE 4/25/06
4
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Account Sup.________ Account Exec.________ Creative Dir.________ Copywriter________ Art Dir.________ Asst. AD________ Project Man.________ Production________
Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com
Document Name:
User Name:
Job #:
TELL-285
Keyline #: 1
Client:
Ad Description:
Tellabs
Brand Ad
Format:
Color:
Creative Dir:
Art Director:
Copywriter:
Production:
Marc Blumer
Andrew Kribbs
Shylo Bisnett
MattVanderWeit
Bleed Size:
Trim Size
Live:
Line Screen:
TELL-285 Brand Ad_KEY1 Emerge
Andy Kribbs
Graphics
InDesign
4/C
8-1/4 x 10-3/4
7-7/8 x 10-1/2
7 x 9-3/4
N/A
Bridge3.ai, airport_photo_crop.tif
blackberryFINAL.eps, cropmarks.ai
Tell_logo_inspire_bluetag.eps
312-970-5800
Fonts:
WhitnBla, WhitnBlaIta,
WhitnBol, WhitnSemIta
WhitnBolIta, WhitnSem
WhitnMedIta, WhitnMed
WhitnLigIta, WhitnLig
WhitnBooIta, WhitnBoo
INTERNAL ROUTE 5/15/06
Account Sup.________ Account Exec.________ Creative Dir.________ Copywriter________ Art Dir.________ Asst. AD________ Project Man.________ Production________
SM
Copyright © 2007 Tellabs. All rights reserved. The following trademarks and service marks are owned by Tellabs Operations, Inc.
or its affiliates in the United States and/or other countries: TELLABS®, TELLABS and T symbol®, T symbol®, INTEGRATEDMOBILESM.
Copyright © 2007 Tellabs. All rights reserved. The following trademarks and service
marks are owned by Tellabs Operations, Inc. or its affiliates in the United States and/or
other countries: TELLABS®, TELLABS and T symbol®, T symbol®, INTEGRATEDMOBILESM.
““MY
MY MOBILE KEEPS ME WORKING,
KEEPS ME LIVING—KEEPS ME
COMPLETELY CONNECTED.”
INSPIRE GIULIA—WITH TELLABS®
Tomas, 30
This is Giulia’s life. And her work, her fun—everything—depends on her ever-reliable mobile connection.
So are you absolutely sure that you can give Giulia what she needs to thrive?
Tellabs’ experience offers you that certainty. For decades, mobile operators have employed our expertise
to advance their networks. And today, we’re speeding migration to 3G and beyond. In fact, a third of the
world’s wireless calls are made on Tellabs’ customers’ networks.
INSPIRE TOMAS—WITH TELLABS
®
This is Tomas’ life. And his tight-knit family, his worldwide business travels depend on a rock-solid
mobile connection. So are you completely sure that you can deliver on his demands?
Offer your customers the most flexible, most reliable mobile connection possible—with the Tellabs®
IntegratedMobileSM solution.
“ I’VE GOTTA BE CONNECTED.
AT WORK, AT HOME,
EVEN ON THE TRAIN.”
Royale, 30
Get an extra advantage with the Tellabs® IntegratedMobileSM solution. Now you can unite all of your network’s
disparate backhaul technologies onto a single, cost-efficient platform and reduce your OpEx by up to 40%.
And all the while, you can offer unmatched reliability and guaranteed QoS with end-to-end network visibility.
See how much your connection matters at
inspirethenewlife.com
INSPIRE ROYALE—WITH TELLABS®
Now you can unite all of your network’s disparate backhaul technologies onto a single, cost-efficient
platform that may reduce your OpEx by up to 40%. And all the while, you can offer unmatched
reliability and guaranteed QoS with end-to-end network visibility.
The world has evolved. Today, a street artist/Montessori teacher/t-shirt designer like Royale demands the same
connection as a high-powered business exec.
But how can you deliver the most flexible, reliable connection to millions of complex customers?
See how much your connection matters at
inspirethenewlife.com
Print ads
Only with Tellabs. Our comprehensive suite of mobile, home and business solutions means that you can help
each customer live a more efficient, more creative life. So now Royale can upload pics on the go, stream videos
for her students, or download movie marathons. When backed by Tellabs, Royale’s connection can expand to her
needs—not limit her potential.
See how much your connection matters at
inspirethenewlife.com
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Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com
Copyright © 2007 Tellabs. All rights reserved. The following trademarks and service
marks are owned by Tellabs Operations, Inc. or its affiliates in the United States
and/or other countries: TELLABS®, TELLABS and T symbol®, T symbol®.
“ MY CONNECTION MAKES ME
A BETTER FATHER, A BETTER
CONSULTANT—AND THAT’S
EVERYTHING.”
Giulia, 27
Trade show
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Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com