Bell integrated solutions campaign

Bell wanted to reach medium to large Canadian enterprises with a compelling message: Bell has the right mix of solutions and expertise to address your most pressing business needs. To send that message across multiple channels, the Bell team brought on its longtime strategic content partner Ascribe to take the lead on envisioning and producing a high-impact marketing campaign.

How Ascribe helped

The campaign needed to position Bell as a trusted partner for enterprise transformation, one with the ability to deliver expertise and tailored solutions across multiple business lines: network, voice, cybersecurity, cloud and Internet of Things (IoT). This differed from Bell’s usual marketing approach for medium and large enterprises, which is to address these areas separately. The campaign assets had to frame these solution areas as complementary, helping customers see the full breadth of what Bell has to offer and its value as a digital transformation partner.

Given the many goals for the campaign, we started with a content plan outlining the components and deliverables required to achieve everything. The first phase of the plan focused on messaging about network reliability and trust (to capitalize on a recent service outage experienced by a competitor), and included articles and an infographic. The second, primary phase focused on reinforcing Bell’s ability to help enterprises address four interconnected business needs:

• Maintaining protection and compliance in evolving cyber threat and regulatory landscapes
• Delivering high-quality experiences to meet growing customer and employee expectations
• Optimizing operations to get ahead in a fast-paced market
• Addressing in-house IT skills gaps

The core campaign elements included content for delivery across multiple channels, including articles, videos, web copy, emails, social media copy and an infographic.

After presenting and getting buy-in on the content plan, we facilitated discussions with the marketing leads for Bell’s various business solution areas. From these calls, we developed narratives for the four business needs (or campaign “pillars”), describing how Bell’s broad expertise makes it an ideal external partner for meeting those needs.

We then wrote four articles for Bell’s Resource Centre, one for each of the pillars, along with web copy and text for an infographic. We also developed creative approaches and scripts for a series of five 30-second videos, which were produced by our sister agency Simple Story, as well as emails and social media content to promote the videos.

Deliverable: Marketing Campaign

Our process:

• Content/editorial plan development and presentation
• Questionnaire development
• Content-gathering interviews with solution area leads
• Creative approaches and content outlines for individual deliverables
• Writing and revisions
• Coordination with video production partner