BOSTON-Cohn Godley Norwood recently broke its first work for Microcom since the Norwood, Mass.-based company was bought by Compaq Computer earlier this year.
The estimated $1 million effort, which includes print ads, Web banners and direct mail executions, target two technical-oriented audiences.
One print execution, touting the client’s 6000 series remote-access products and reaching Internet service providers, features the headline, “Finally, a virtual private
network solution that isn’t preceded by the words someday, eventually or coming soon.” The body copy explains that “virtual private networks” have been promised for months, “but promises won’t increase your revenues or enlarge your customer base.” The company’s “bulletproof, high-density, low-cost” solution just might, the copy reads.
A second print execution targets network managers and highlights the cost-effectiveness of the client’s offerings.
The body copy reads, “Demand for remote network access is skyrocketing. What isn’t growing is your budget. So how do you get your people connected without exceeding the national debt?”
“It’s selling this technology as a way to lower the cost of having a number of [outside] users who want access to work inside the office,” said Ken Dec, senior vice president, marketing services at Cohn Godley Norwood. The client’s product, Dec asserted, is less costly than that of competitors Shiva, Bay Networks and 3Com.
Print ads are scheduled to run through the end of the year in magazines such as Network World, Internet Week, LAN Times, PC Week and CIO Magazine.
Boston-based Cohn Godley Norwood was named agency of record in April, shortly after Microcom was bought by the Houston-based computer company, according to agency president Ben Godley.
Ammirati Puris Lintas in New York handles Compaq’s consumer advertising.
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