Strategy, planning, and implementation of a B2B campaign

Microsoft Dynamics (B2B) wants to broaden its image, and be seen as a business partner of Polish enterprises, beyond being a software supplier only.

Two main difficulties had to be overcome:

1. To separate Microsoft Dynamics from consumer/corporate image of Microsoft, which is seen as a consumer-brand, and
2. To reach the very difficult target group of business decision makers of medium and large sized enterprises.

The campaign reached its targets thanks to

• A thorough preparation, researching in depth the educational needs Business Decision Makers.
• An inventive campaign plan of 50 meetings with target group, in the format if a scholarship.
• A valuable diploma giving exemption of the first MBA semester.
• A precise implementation, reaching wide media coverage: “Friends of Success”, the elite advisory-educational program for management of SME’s in Poland.

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