Conference heron::euro_swas_ai

335.0. "P.R. Campaign" by ULYSSE::ROACH (TANSTAAFL !) Mon Jun 10 1991 10:00

 

                  I N T E R O F F I C E   M E M O R A N D U M

                                        Date:     06-Jun-1991 09:29am CET
                                        From:     Ed ORCIUCH @VBE
                                                  ORCIUCH.ED AT ALGOA1 at VALMTS at VBO
                                        Dept:     VB EAITG/MIS
                                        Tel No:   (33) 92 95 50 82

TO: See Below

Subject: P.R. Campaign



Distribution:


TO:
BLEY@YIPPEE@MRGATE  BRANDT@YIPPEE@MRGAT BURKHARD@YIPPEE@MRG Joe Fitzgibbon @VBE 
Steve Jones @VBE    Laurie Madier @vbe  GEORGE MCGREGOR @VB Louis PAU @VBE      
MALCOLM REID @VBE   PAT ROACH@VBE       SUTHERLAND@YIPPEE@M VANDEBRUG@AYOU04@MR 
WOGRIN@YIPPEE@MRGAT 



                  I N T E R O F F I C E   M E M O R A N D U M

                                        Date:     05-Jun-1991 06:14pm CET
                                        From:     DAVID DUANE @NRO
                                                  DUANE.DAVID AT AO2 at NROMTS at NRO
                                        Dept:     ESG-DIS
                                        Tel No:   234-5039

TO: See Below

Subject: I: DEC's new AD campaign




From:	AIDEV::SHARPE       "Stu Sharpe - DLB5-3/E5 - 291-8074" 21-MAY-1991 13:26:11.97
To:	@WJO-group.dis,Friend,@
Subj:	FWD: Date:	29-Apr-1991
Posted-date: 29-Apr-1991
Precedence: 1
Subject: NEW CORPORATE ADVERTISING CAMPAIGN
To:	See Below
CC:	See Below




Attended a MARCOM meeting last Friday in Marlboro about our new Corporate 
Advertising Campaign that will be rolled out at the State of the Company 
meeting on May 15th.  Here are some of my notes I would like to share 
with each of you, since we will be integrating this into some of our 
communication vehicles for FY92 and beyond.  This is a 3-5 year 
advertising campaign taken on by the Corporation and Mullen Ad Agency 
from Massachusetts.

New tag line on the print, trade shows, slides, video, literature will 
be:

NAS from Digital         The Open Advantage

Will be printed in Futuria typeface with very loud bold colors (colors 
can also be done in B&W for Wall Street Ads).  They have already run an 
ad in a manufacturing magazine that reads: Digital Opens Most Advance 
Automative Plant......NAS is the driving force.

Since we now have 7 Corporate Campaigns running in the corporation with 
no underlying theme, Corporate decided to find a common thread for the 
company to 'brand' too and Mullen Agencies in Beverly Mass came up with
THE OPEN ADVANTAGE.

Goals are to bring in excitement, bring up the sales and profits and give 
Digital a common thread for the corporation to run with.  According to 
some external research (done by Zotto's organization) Digital is 
perceived as a 12B dollar company with a 3B dollar image.  Here is a 
slide on perceptions of Digital:

			 PERCEPTIONS OF DEC

          TODAY	                                GOAL
          
          
          MINI					Desktop to mainframe
          
          H/W					Solutions
          
          "Fix It"				System Integration
          					(expertise)
          "Closed"				Open
          
          "Me Too"				Innovative Leader
          					(set new standards)
          
          
Word "Open" brings Digital back to innovation.  "Openness" for all 
technogies, standards, people.  We will be known as the Company that 
opened up the Industry.  Standards usually follow innovation.   The goal 
is a complete behavior change and to modify internally the company as 
well as externally.  This is a worldwide ad/television campaign and has 
been approved by Ken Olsen and executive committee. What hasn't been 
approved by the Corporate Identity Committee (John Simms, Peter Jancoutz, 
Peter Phillips, etc.) is literature, fleet design, tech doc, slides 
standards, and publications, they are meeting on May 6th to come up with 
new standards.  I'll let you know when it is finally completed.

Dallas Kirk also asked all MARCOM people to carry the following message:
         
         Digital Customers have the freedom to 
         choose the best solutions available, 
         implement in shortest time possible, 
         while enhancing their existing and future 
         investments.
         
Other Campaign Messages:

    Open Technology that integrates the best the customer has with the 
    	 best that's yet to come.		

    Open Services to make it all work - always

    Open Business Attitude to do what it takes to satisfy the unique 
    	 needs of my customer.

    NAS is the foundation for delivering the Open Advantage.

The campaign (both internal and external) will be rolled out now thru May 
1992 in different phases.

INTERNAL CAMPAIGN kickoff will be May 13th.  Articles will be posted on 
Live Wire, Digital this Week, Digital Today and Marketing Focus.  Employee 
Communication group will be running contests on how Open Advantage tie 
people together, putting together buttons, maybe T-shirts, looking into 
having mini-State-of-Company meetings for the Open Advantage Campaign, and 
they guaranteed we would have some real content!

Internal Campaign will have the following critical success factors:

    -  Help employees rally around Open Advantage
    -  Engage employees in spirit of the campaign
    -  Make it viable, interesting and fun
    -  Tie people to the business

EXTERNAL CAMPAIGN kickoff will be May 15th at State-of-Company meeting.  
The entire morning will be devoted to explaining the new Advertising 
Campaign to the audience.  Corporation will be doing television 
advertising on Cable/Sports Channel/ PBS/NCAA finals.  This will help us 
locate the appropriate audience for our product set.  Speaker did not give 
us a timeframe for this advertising.

CAMPAIGN MILESTONES:

5/13 - Internal campaign
5/15 - State of Company
5/20 - CSO Technical Exchange
5/30 - Analyst Briefing
May  - Open Advantage Communication Kit
6/4 -  Open Advantage Announcement 1
June - DECworld Book
9/91 - Europe Ad Launch
10/91 - Annual Report
10/91 - Stockholders Meeting
11/91 - CSO Executive Seminar
1/92 - Open Advantage Announcement 3
4/92 - Open Advantage Announcement 4
5/92 - DECWorld - Open Advantage theme
10/92 - Open Advantage Announcement 5


Other news:  The MCG group that will go away on June 28th, will have half 
of the employees (maybe 75%) housed in a new company called Impact 
Communications in either Chelmsford or Andover.  They will be on Digital 
Qualified Vendor List and will still need to bid on Digital jobs.  They 
are still looking for a President/CEO for the company (any takers?).  

Look for our ads in Wall Street and other industry publications, they are 
bright and bold and you WILL NOT miss them!

Regards,
Kathy

To Distribution List:
THE WHOLE DIGITAL WORLD




Distribution:


TO:
KEN ALLAN@AYO       EUGENE ANSELL@REO   ALI BASSIRPOUR@REO  GEORGE BLACKWOOD@AY 
TOM BRUCE@GEO       PETER COOK@REO      JOANNE CURLEY @NRO  MILLER DONALDSON@GE 
PAUL DONOVAN@BXB    DUECK@KBOMFG@VMSMAI JOE EATON@WMO       DAVE EHRMAN@MSO     
LIAM FERRIE@GAO     MIKE HOULIHAN@BXC   DAN INFANTE@MSO     JANOWSKI@GOLF@VMSMA 
NORBERT JORDA@KBO   DES KEAVENEY@AKO    JOHN KENNY@MRO      BOB LAVALLEE@BXC    
JOHN LIVELIE@SQF    MARTIN MCBRIDE@GAO  MIKE MCNEILL@AYO    JIM MUIR@AYO        
RORY O'CONNOR@ILO   ED ORCIUCH@VBE      PHELAN@SKYE@VMSMAIL REINER RESCHKE@KBO  
JOHN WALSHE@BXC     ROB WATTS@GEO       JOHN WESTON@AYO     BRIAN WOODS@VBO     

CC:
MIKE DEVANE@GAO     DES MCKANE@ILO      OFLAHERTY@MACNAS@VM PCOYNE@MACNAS@VMSMA