Company: Tellabs
Contact: Mike O'Malley, Director External Marketing
Location: Naperville, Ill.
Industry: Telecommunications, B2B
Annual revenue: $464,000,000
Number of employees: 3000

Quick Read:

Naperville, Illinois-based Tellabs provides telecommunications solutions to telecom service providers, enabling them to deliver voice, video, and data services over wireline and wireless networks.

The firm wanted to cut through the "line chatter" in the highly competitive telecom industry and change its traditional image. Accordingly, in April 2007 Tellabs launched its "Get Schooled" video-podcast series on its Inspire The New Life Web site.

Intended to provide customers and industry personnel the latest information on Tellabs in a creative way, and in the process enhance its credibility with customers, the series took four months to create.

Tellabs also wanted to showcase the depth and breadth of its offerings and raise its thought leadership profile in the industry.

"Get Schooled" did that and more, generating tens of thousands of views, landing a coveted interview with the head of telecom research for Reuters, and garnering a MarCom Platinum Creative Award in 2008.

The Challenge:

Naperville, Illinois-based Tellabs provides telecommunications solutions to telecom service providers and others—including wireline, wireless and cable TV companies worldwide, as well as government agencies—enabling them to deliver voice, video, and data services over wireline and wireless networks.

Among Tellabs customer are Verizon, BellSouth, NTT Communications of Japan, Telstra of Australia, Telkom South Africa and Telecom Italia.

Tellabs wanted to cut through the "line chatter" in the highly competitive telecom industry, change its traditional image, and stand out. It wanted to showcase the entire range of its offerings, including those for which it was not well known. It also wanted to establish its thought leadership across a myriad technology topics—again, some of which Tellabs was not traditionally known for.

However, Tellabs had a limited budget, and a large-scale traditional media campaign was out of the question.

Moreover, Tellabs wanted to tap into the power of new media, a channel that was a natural fit for its brand as a telecom solution provider—including deep fiber access solutions.

Accordingly, the idea of a video-podcast series began to take shape. Tellabs wanted to deliver video podcasts to reinforce the importance of video and bandwidth to users.

"We wanted to be able to deliver messages in a more dynamic and interactive manner and over means that Tellabs supports," noted Mike O'Malley, director of external marketing at Tellabs.

Its customers and potential customers were, almost by definition, those who would consider online content best suited to their learning preferences.

The Campaign:

Intended to provide customers and industry personnel the latest information on Tellabs in a creative way, and in the process enhance its credibility with customers, the "Get Schooled" video-podcast series took four months to create.

A pilot podcast was previewed by senior Tellabs executives in January 2007. The initial "Get Schooled" series of four video podcasts debuted in April 2007. Eight others were developed later in the year, for a total of 12 in 2007.

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Case Study: How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 Months

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