Dell: Defend Detect Repel

Campaign

Dell wanted to increase the number of small businesses that use their small business services.  We developed a content marketing campaign that positioned them as experts – it discussed the threats that small business face, the implications of an attack, and how to defend their business.

It was a 3-part series.  We kicked it off with highly-visible, 2-page spread that gave an overview the series.  It defined the issue in two parts:  how to defend your business from attacks; how to detect and recover from attacks.  We expanded it on with full-page pieces that expanded on those two topics. 

We won the business.  The campaign ran in ran in 21 publications and 12 markets.  (Note:  it did not run in our publication, the Star Tribune.)

• AM New York

• Atlanta Constitution

• Austin American-Statesman

• Boston Globe

• Boston Herald

• Boston Herald

• Boston Metro

• Chicago Sun Times

• Chicago Tribune

• Dallas Morning News

• Houston Chronicle

• Los Angeles Times

• New York Daily News

• New York Metro

• New York Post

• Orange County Register

• Philadelphia Daily News

• Philadelphia Inquirer

• Philadelphia Metro

• San Francisco Chronicle

• Washington Express

• Washington Times