How business software firm SAS fashioned a colorful campaign to distinguish itself from competitors

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1. Challenge: Standing Out
SAS is one of the largest enterprise software providers anywhere, employing 10,000 workers in 200 offices worldwide and working with 90 percent of the companies in the Fortune 500. Even so, the company needed to better distinguish itself from the rest of an increasingly crowded, increasingly homogenous software-production pack. After a series of attempts at a distinctive campaign fizzled, the company found itself against a deadline to craft a winning marketing program only days ahead of a major meeting.

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2. Solution: Animal Attraction
Inspired by some late-night TV watching, the SAS ad team cooked up a plan to integrate interesting animal factoids and images into messaging that trumpeted the firm’s value, services and experience. This integrated global effort was pushed through multiple channels around the world, from outdoor billboards to branded water bottles to direct mail. The cute, quirky campaign targeted at major corporate clients quickly became a staple in SAS offices throughout the world.

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3. Results: Knowing You Better
Customer feedback was more positive than even SAS officials anticipated, as were readership surveys. Corporate clients began calling trying to find out which agency SAS had used to come up with the campaign, earning the company even more kudos when clients learned it was developed in-house. While SAS officials can’t say for sure when the campaign might end, its global success means they probably won’t be rushing to change it anytime soon.

The catalog print production manager for eco-conscious retailer Patagonia explains how marketers can enlist corporate allies in their push to go green.

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The eponymous president of J. Ottman Consulting chats about the rules of going green and why major marketers need to heed them.

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TerraChoice consultant Lise Beutel explores the promise and pitfalls of the eco-marketing movement.

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Stay abreast of the trends
Lise Beutel discusses the current trends in eco-friendly marketing and how companies can seize on them.

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Making a better life
Lise Beutel runs down assorted methods that brands can employ to bring their mail marketing more in line with green standards.

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3 M’s
Lise Beutel outlines key areas that green marketers must integrate to be effective.

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Eco-friendly, business-friendly
Not all companies have embraced green marketing. Beutel explains why those who have often enjoy a competitive advantage.

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Six deadly sins
Lise Beutel discusses six common mistakes that lead to doubts about a company’s green claims.

Our editor provides a glimpse inside the “Green Room”

Cat Moriarty, editor of Deliver® magazine, takes viewers on a quick trip through the Deliver “Green Room,” the newest content hub for environmentally conscious marketing. As she points out, this latest addition to the delivermagazine.com site offers a rich array of data, opinion pieces, case studies and multimedia that marketers can utilize to enhance the development of eco-friendly campaigns.

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How the Army used direct mail to boost recruitment

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1. Challenge: Call to Arms
As the world’s largest all-volunteer army, the U.S. Army must constantly look for fresh ways to engage the young men and women it seeks to recruit. This means broadcasting its messages across a wide range of media aimed at a diverse pool of candidates. Of course, there have been challenges to these efforts, especially during wartime. Here, Army spokesmen explain why the military branch saw the need to freshen its recruitment campaign and retool its messaging, and what obstacles it had to overcome to succeed.

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2. Solution: A Show of Strength
The U.S. Army didn’t just re-craft its messages to its recruits, but also extended its new “Army Strong” campaign to recruits’ networks of family and influential friends. And in doing so, the military branch highlighted a range of themes country, honor, opportunity designed to motivate recruits from across a variety of backgrounds. Likewise, the Army relied on multiple media channels, including direct mail, to reach its audiences, in many cases driving respondents to its goarmy.com Web site. This installment explains how the Army decided to use mail and other elements of the multimedia mix to expand its appeal to highly segmented targets.

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3. Results: Mission Accomplished
For the Army, measuring the success of its campaigns is easy in some respects: If recruiting numbers are up, the effort is generally thought to be successful. And indeed, buoyed by its multimedia “Army Strong” campaign, the branch is once again reaching its recruitment goals. In this segment, Army officials explain how blending the precision of direct mail with other media has allowed the branch to fill its ranks and remain strong at a time critical to American national security.