Case Study: High-Tech
This high-tech company asked BI to develop a comprehensive learning center for use by small businesses, home office workers, and families to help educate them on small business networking topics.
Results
- 60,000 users completed more than 85,000 courses during a one-year period.
- Users’ overall satisfaction rating was 4.2 on a 1-5 scale.
- 91 percent said it better helped them understand networking
- 93 percent indicated favorable usability of the system
This networking products company was undergoing change in its business focus. The small office/home office market was an area of focus for the company. However, the audience did not have a good awareness of the advantages of computer networks and lacked the knowledge and resources to implement them.
Issues
- Build brand awareness in individual, small business and home office consumer markets
- Drive traffic to company’s Web site—generate leads and engage in ongoing communications with users
- Educate users on network and broadband technology
Solution
- BI developed a comprehensive learning center for use by small businesses, home office workers, and families to educate them on small business networking topics.
- Rather than becoming a “commercial” for the company’s products, an educational focus on the course topics was maintained. This strategy provides “sponsored content” or helpful information for the user that will naturally develop into trust and brand preference.
- BI developed Internet courses on a variety of topics including: cabling, Internet connectivity, e-mail and Internet servers, Intranets & extranets, networking basics, firewalls and more. Users were able to complete the courses, take tests and track progress.
- The solution also included the ability to provide turnkey co-branding for strategic partners on the site.