Twelker Communications

Portfolio:
Brand & Product Positioning

Microsoft Windows XP Media Center Edition
client: Microsoft Entertainment & Devices Division

As part of a large-scale pre-launch branding and messaging campaign, I worked with Microsoft's eHome division to define positioning and value statements, key features and benefits, and other messaging attributes. In addition, I wrote communications guidelines for internal and external marketing and creative professionals.

Related projects: reviewer's guide | retail brochure | training video & documentation

Microsoft TV
client: Microsoft Entertainment & Devices Division
agency: Avenue A | Razorfish

Microsoft TV (now Microsoft Mediaroom) develops software technology that enables innovative digital cable and broadband TV (IPTV) services. I created positioning and messaging for the Microsoft TV brand and product line. Based on this framework, I developed brand guidelines, product taglines, sales collateral, and Web content.

CompUSA TechPro for Business Program
client: Microsoft Business Division
agency: Avenue A | Razorfish

The CompUSA TechPro for Business Program connects Microsoft Small Business Specialists with business leads prequalified by the CompUSA sales team. I helped develop and define the program, contributing a comprehensive messaging system. Components included:

Positioning framework -- the foundation for program messaging and communications
Program information -- headlines/taglines, 25/50/100 word descriptions, and key benefits -- for use by Microsoft, CompUSA and PR agencies.
FAQ
Copy for a promotional landing page and banner hosted on the Microsoft Partner Portal

Intel + Microsoft Office and Windows Vista
client: Microsoft Business Division
agency: The New Group

Intel and Microsoft needed a joint messaging system to promote the benefits of running Microsoft Office 2007 and Windows Vista on Intel's desktop and mobile platforms (VPro, Centrino Duo, Core2Duo). I developed a series of communications frameworks tailored for enterprise and small business audiences, and then wrote end user messages distributed to sales and marketing divisions at both organizations.

Next: Name and Themeline Development

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Portfolio: Brand & Product Positioning

Microsoft Windows XP Media Center Edition client: Microsoft Entertainment & Devices Division

Microsoft TV client: Microsoft Entertainment & Devices Division agency: Avenue A | Razorfish