Since June 1996, Barrett Marketing has worked for the Software Products division of Sun Microsystems. Most of our time has been spent with the Java Software Division where we have worked on projects ranging from JavaOne and Java Business Expo to conducting due diligence for partnerships with CyberSmith and Sony Online. Barrett Marketing has also worked for Sun's Solaris group, the StarOffice division and iPlanet which is the joint venture that was created as the result of the Sun Microsystems, America Online and Netscape strategic alliance and merger.
Sun Microsystems' Java Software division, is responsible for developing and marketing the Java platform, a programming language and development tools that enable companies and organizations to write applications once and deploy them to any computing platform.
The company hired Barrett Marketing in 1996 to work with JavaSoft's internal marketing staff to create and implement a variety of marketing and corporate communications programs. For example, Barrett Marketing was asked to create a corporate branding and co-op marketing campaign called "100% Pure Java".
Working with Ziff-Davis Publishing, Barrett Marketing was able to create a fully integrated corporate awareness advertising campaign together with a co-op marketing program which provided opportunities for ISV's and Java licensees to participate in co-op advertising, broadcast TV, customized advertorials, global on-line advertising, trade shows and events, and educational seminars.
In late 1997, Barrett Marketing was asked to create a series of integrated programs to extend and enhance JavaOne, the IT industry's leading software developer conference. Working with Ziff-Davis, Barrett Marketing developed a program entitled "365 Days of Java" which included the implementation of a sponsored microsite targeting the Java industry, online education to create a highly skilled community of Java developers, custom research through ZD Market Intelligence (now known as Harte-Hanks Market Intelligence) and a series of international JavaOne's which will be introduced to the marketplace in July 2000.
In mid-1998, Barrett Marketing was asked to manage the launch of the Java Developers Kit (JDK) which are the building blocks for the Java platform. We were responsible for the management of product positioning, key message development, ISV and licensee participation, product naming and brand development, event management, public relations, online programs and marketing communications activities.
Barrett Marketing has also been responsible for developing business and marketing plans, conducting contract negotiations and performing due diligence for commercial retail partnerships and business partnership ventures.
In September 1999 Sun Microsystems acquired StarDivision, a German software company that produced a suite of software applications that are fully compatible with Microsoft Office. Barrett Marketing was asked to assist Sun's senior management team in developing a marketing and business development strategy to distribute 50 million StarOffice CD's and recruit 15 million end-users by the end of FY 2000. The target audiences were prioritized as consumers, college students and small & medium businesses.
As part of the overall StarOffice distribution strategy, we were able to secure distribution partnerships with eFollett -- the largest independent operator of college bookstores -- to distribute the StarOffice CD's during new student orientation via 800 college campus stores throughout the US beginning in Fall 2000. Follett also agreed to place a StarOffice CD in all etail packages for textbook orders placed online and will distribute the software at 800 brick and mortar college bookstores during September 2000 and again in January 2001.
Barrett Marketing also used its wide network of contacts and arranged for the StarOffice suite of applications to be polybagged with Scholastic publishing's Technology Guide which was distributed to 80,000 elementary, secondary and high school administrators. Finally, Barrett Marketing secured an agreement with NextCard, an online provider of low-interest Visa cards, whereby the StarOffice suite of applications were distributed to 270,000 NextCard customers.
In addition, Barrett Marketing conducted extensive research to help the StarOffice division understand and address the need for 24x7 customer support. We researched and interviewed senior executives from such companies as America Online, Corel, Proctor & Gamble and Earthlink to understand their customer support infrastructure and how those companies meet customer demand. Using this information we made a series of recommendations to the StarOffice product team to help them ensure that customer inquires could be answered cost-effectively and quickly.
|
|
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
||
 |
