Rapport Communications

FilesOnTheNet.com

FilesOnTheNet.com (FOTN) is a document management Application Service Provider (ASP). The ASP model represents a new concept in document storage and retrieval. Previously, business owners needing technology-based document storage and retrieval had to deploy all the hardware and software on-site to have this capability. With an ASP, all storage and retrieval takes place over a secured Internet connection. This enables companies to manage documents without the cost of installing and maintaining in-house equipment for a comparatively low monthly fee.

There are several challenges. Even though FOTN had advertised in the past, there had previously been little thought given to a coordinated advertising/brochure/trade show campaign, so we had to begin with a campaign concept and develop materials to support the concept.

• The first goal was to educate sales prospects about why choosing an ASP, as opposed to conventional document management, is viable.
• The second goal was to brand the FilesOnTheNet.com name.
• The third goal was to promote FOTN to the buying decision-maker.

We arrived at the concept “Take Charge by Letting Go” when we realized that the biggest obstacle to overcome was “change.” We had to dramatically change the way company executives thought about managing paper, and their first reaction was to resist. Execs understood the concept of having all the hardware and software in-house, even though it was more expensive. Execs felt comfortable if they could visit their computer room and monitor their own equipment, even though it used up much more precious time and space. Asking them to accept the ASP model was asking a lot. They needed to realize that they would be equally in control of their documents using an ASP. At the same time, they would spend less money and have more time to be more in control of other aspects of their business. Thus, “Take Charge by Letting Go” became our mantra.

Next, we had to decide on the graphic representation. Since this dramatic change was actually a “revelation” of sorts, we decided to work toward an image that would represent a businessperson receiving a message from heaven. This put a positive spin on the ASP concept and guaranteed we would have a graphic that no other company would have. It also has an air of dignity. We like to do images that are bold, brash and unique, but it is very important for us to maintain the dignity of our clients. Any fool can put something stupid-yet-eye-catching in an ad and justify it by saying, “Hey, at least it will get people’s attention.” But that’s not good enough for Rapport Communications. We present our clients with dignity and a touch of elegance, using a heightened sense of creativity to make them stand out from the crowd.

Once we had the concept and graphic image, we wrote the body copy for the ad and ancillary pieces. To ensure a coordinated campaign, we created:

• An ad
• A sales folder
• Modular sales inserts
• A tri-fold brochure

Additionally, you can find much of our writing on FOTN’s web site by going to www.filesonthenet.com. We also wrote an article called “The Anatomy of an ASP” which has enjoyed a 5-month run on Isit.com and was recently picked-up for the online version of Silicon Valley Executive (http://www.svpcorp.com).

The bottom line is, it doesn’t really matter what we’re writing about. Our job is to attract your potential buyers, educate them, and move them toward choosing you. The work we did for FilesOnTheNet.com is a good example because we were starting from scratch, with an original concept, and we created all the pieces for the campaign. However, we can assist you from any point in that process. If you need only writing, or only design or any other facet of marketing, Rapport Communications stands ready to serve.

Click on any of the pictures below to view a larger version in a separate window.

FilesOnTheNet.com full-page ad

FilesOnTheNet.com tri-fold brochure cover

FilesOnTheNet.com tri-fold brochure inside

FilesOnTheNet.com tri-fold brochure back

FilesOnTheNet.com sales folder cover

FilesOnTheNet.com modular folder inserts

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