broadband wireless mesh networks.
BelAir Networks is a leader in the emerging broadband wireless mesh
network equipment market. Their equipment is already deployed in
over 150 locations around the world offering metropolitan-wide WI-FI
network coverage for residents, businesses, and visitors.
Deployment of BelAir equipment by service providers and municipalities
fundamentally change the social and economic environment in these
communities -- allowing users to freely move within the city, empowering
disenfranchised citizens with broadband Internet access that they could
not get otherwise, and enabling public safety workers to access critical
voice and data services from any where in the city and while on the
BelAir had expanded their product line rapidly to address diverse
customer requirements. At the same time, adoption and deployment
of municipal wireless technologies had extended beyond the early
adopters and was reaching more a mainstream audience.
This required a new approach to their marketing, with a need for more
market education and materials that focused on specific aspects of the
potential user community. The company, however, was resource
constrained and faced tight deadlines for industry events and customer
BelAir wanted to develop a new set of marketing materials that
incorporated the learning from its worldwide deployments so new
prospects could see the impact municipal wireless networks could make on
their communities. They also needed these materials quickly, as
they had firm deadlines.
up and developed an aggressive schedule to develop a set of marketing
materials to fit BelAir's requirements. Working with BelAir's
marketing team, Marketricity developed a collateral hierarchy that
provided a framework for all the materials to be developed, both by
Marketricity and internal resources. The plan called for new
marketing pieces including:
Solution Overviews -- offering a general view of the business
problems faced by a particular audience and how broadband wireless
mesh networks played a role in solving them.
Solution Briefs -- focused on a particular aspect of a business
problem, this piece provided information on a particular use of
broadband wireless mesh networks, such as Public Access, Public
Development, and Addressing the Digital Divide.
Application Notes -- offering more specific information, these
technically-oriented pieces illustrated how to deploy BelAir equipment
to solve a particular set of business or technical problems.
Customer Case Studies -- focused on providing a snapshot of
how BelAir equipment was deployed for a particular customer, these
offered a view of the impact customers had received as a result of
using BelAir equipment.
Position Papers -- designed to provide potential buyers with
information so that they could navigate the enormous amount of
information about wireless networks, these paper encapsulated the
learning of not only BelAir customers, but also others that had not
carefully considered user requirements when selecting a vendor.
Customer Presentations -- incorporating elements from all the
above marketing pieces, presentations including new Corporate
Overview, Municipal Wireless Network, and Service Provider
presentations were requested.
Professional quality and speed were key concerns for BelAir. These
new materials were part of a larger update of their branding and
positioning, so everything needed to come to together and be
Marketricity worked with BelAir as an extension of their team.
This ensured a consistent voice across all the materials that were being
developed. It also freed other resources within BelAir to focus on
a new branding and closing business. The result was nearly a
completely new set of marketing materials that captured the experience
of BelAir customers as evidence of the power of broadband wireless mesh
networks. BelAir was so pleased with the results that a follow-on
project for Marketricity was quickly identified.
See for yourself...
Visit the BelAir
Networks Web Site.
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