Laura Newton Writing Sample: Windows Vista Family Discount Messaging and Landing Page

Transcription

1 Laura Newton Writing Sample: Windows Vista Family Discount Messaging and Landing Page Situation: As launch date approached, the Windows Vista Launch Marketing Campaign team realized that they needed to create a special discounted product offer for households wanting to buy multiple copies of the new software. On extremely short notice, they required messaging, copy, and web page content for the Windows Vista Family Discount which had to incorporate existing product branding, copy standards, and discount offer information. Role: 1) Content Strategy: Developed overall product messaging framework (begins on page 4) to outline core value propositions and include copy blocks that could be used as needed in field marketing efforts. This internal messaging document was developed for marketing teams to use as source material for copy in web marketing, collateral, etc. 2) Copywriting: Wrote customer-ready copy and web page content for a Microsoft.com web page (see page 2), based on the product messaging framework. 3) Project Management: Worked with marketing team to incorporate key stakeholder input into final messaging; worked with MS.com web team to develop final web page content and design. Content follows on pages 2-8.

2 Final Web Page (Content source - Messaging Framework beginning on page 4)

3

4 Windows Vista Family Discount Messaging Framework AUDIENCE CONSUMER VALUE PROPOSITION SUMMARY OF CUSTOMER NEEDS Headline 25 word description 60 word description 100 word description Super Engaged Multiple-PC Households Windows Vista Ultimate Customers: both Pre-purchase and Post-purchase For customers who purchase the full or upgrade retail boxed product for Windows Vista Ultimate, the Windows Vista Family Discount provides the opportunity to upgrade additional home PCs to Windows Vista Home Premium at a great value that saves you money and time so you and your family can enjoy the security, performance, and entertainment capabilities of Windows Vista throughout the home. Desire Windows Vista licenses for multiple household PCs used by family members Want the best for their primary PC; additional household PCs may be for kids or other secondary purposes Cost of buying multiple upgrade licenses is an issue Home network issues that would spur multiple license purchase include security, performance, and sharing digital media Bring home more Wow. Alternative Headlines: Wow throughout your home. Wall-to-wall Wow. Get over 60% off 1 on household PC upgrades to Windows Vista Home Premium after you purchase the Windows Vista Ultimate retail boxed product. Pre-Purchase: Enjoy the security, performance and entertainment capabilities of Windows Vista throughout your home. Purchase the Windows Vista Ultimate retail boxed product, and you can upgrade up to two additional PCs in your household to Windows Vista Home Premium for only $49.99 ($59.99 CAD) each 1. Order online, and within minutes you ll be ready to upgrade your computers at over 60% off the estimated retail price 1! Post-Purchase (targeted to FPP purchasers only): Now that you ve purchased a Windows Vista Ultimate retail boxed product, take the other PCs in your household to the next level for only $49.99 ($59.99 CAD) each 1. Order online, and within minutes you ll be ready to upgrade up to two additional PCs in your household to Windows Vista Home Premium. Enjoy the security, performance and entertainment capabilities of Windows Vista throughout your home at over 60% off the estimated retail price 1! Pre-Purchase: Enjoy the best of Windows Vista throughout your home. Purchase the Windows Vista Ultimate retail boxed product to get the complete Windows Vista experience on your primary PC then take the other PCs in your household to the next level. Order online and within minutes, you ll be ready to upgrade up to two additional home PCs to Windows Vista Home Premium for only $49.99 ($59.99 CAD) each 1. You and your family can enjoy the automated security features, improved performance and advanced digital entertainment capabilities of Windows Vista on PCs throughout your home at over 60% off the estimated retail upgrade price 1. Post-Purchase (targeted to FPP purchasers only): Now that you ve purchased a Windows Vista Ultimate retail boxed product, it s time to take the other PCs in your household to the next level. Order online and within minutes, you ll be ready to upgrade up to two additional home PCs to Windows Vista Home Premium for only $49.99 ($59.99 CAD) each over 60% off the estimated retail upgrade price 1. Now you and your family can enjoy the automated security features, improved performance and advanced entertainment capabilities of Windows Vista on PCs throughout your home! 1

5 Messaging Pillars Windows Vista Throughout Your Home Great Price Upgrade Quickly and Easily Benefit statement Take advantage of the security, ease of use, and entertainment capabilities of Windows Vista on additional desktop and mobile PCs in your home. By upgrading all your household PCs, other members of your family can enjoy the breakthrough design and improved reliability of Windows Vista. Enjoy digital entertainment the way you want, from any PC in your home. And you can take a stronger stand against risk with new security features, improved data protection, and a safer online experience. Upgrade additional PCs in your household to Windows Vista at a great price. After you purchase the Windows Vista Ultimate retail boxed product, you are entitled to order up to two additional Windows Vista Home Premium licenses for other PCs in your household for only $49.99 ($59.99 CAD) each. 1 Save time with the quickest way to upgrade your household PCs to Windows Vista Home Premium. Once you purchase the Windows Vista Ultimate retail boxed product, you can go online to order product keys for up to two additional Windows Vista upgrades. Then use the Windows Vista software disc you already have to update your other home computers on the spot. 1 Additional Supporting Points Bring new clarity to your home PC experience. Enjoy the breakthrough Windows Vista user experience on PCs throughout your home, including the spectacular visual effects of the Windows Aero desktop interface and Windows Flip 3D 2, and new tools that make what you already do easier, more natural and faster. Set up a strong defense. Keep all the PCs connected to your home network safer by upgrading them to the most secure Windows ever. New security features like Windows Defender help protect your PCs automatically by regularly scanning them and offering to fix problems like spyware or other unwanted software. Save over 60% off the estimated retail upgrade price. 1 You can upgrade two more home PCs at a major discount off the estimated retail cost of $159 per unit for Windows Vista Home Premium Upgrade allowing you to enjoy the best home features of Windows Vista throughout your household at a great value. Order your upgrade online. It s simple to determine if your current home PCs are ready for an upgrade using Windows Vista Upgrade Advisor. Once you know your household computers are compatible, you can order your new product key with just a few clicks. Upgrade on the spot no new disks or media required. With digital delivery of your new product keys and the disks from your purchased retail boxed product of Windows Vista Ultimate, you can immediately install Windows Vista Home Premium on your additional compatible home PCs. Relax and let your home PCs take care of themselves. Performance Self-Tuning and diagnostics automatically keep each of your computers running at its best, so you and your family can spend less time dealing with problems and enjoy a more reliable PC experience. Safeguard your data. Help keep your system safe from data loss and preserve the content on your PCs including priceless digital photos, music, movies, and documents with Scheduled and Network Backup 2. Automatically scheduled

6 backups and your choice of backup destinations help you to recover your information in case of hardware failure. Set your own rules for your kids PC time. Take advantage of the Parental Controls built in to Windows Vista to help your kids use your home PCs more safely and productively. Monitor usage, configure time limits, and set controls to prevent children from accessing inappropriate websites or games. Find your files in an instant from any PC on your network. Use Windows Instant Search to locate any document, photo, , song, video, file or program on any PC on your home network with ease. Take control of your home network. With Network and Sharing Center in Windows Vista, managing and using your home network 4 is a snap! Easily set up and join your wired or wireless home network to share a high-speed Internet connection 5, printers, and files with any PC in your home. Make any room a media room. When you upgrade your home PCs to Windows Vista, you can get a high-quality, highfidelity home entertainment experience in any room of your house. Use Windows Media Center 3 to easily access and enjoy digital entertainment files TV shows, movies, music, photos, home videos, and games from any PC in your home. Connect your PC to a TV and enjoy it all on the big screen! Schedule showtime on your time. Windows Media Center 3 built in to Windows Vista lets you find, watch, record, and pause live television on a PC with a TV tuner card. Then access recorded shows from any computer on your home network so you don t miss a single episode of your favorite show! Create your own media library. Automatically back up your recorded TV

7 shows, movies, music, memories and more to any PC or hard drive on your home network 4 so you ll never worry about losing your favorite entertainment. Instant Search helps you quickly access it anytime, from any PC in your home. Experience the future of gaming. Windows Vista lets your family enjoy jaw-dropping, next-generation 3D graphics and a wide selection of high-performance games on every PC in your home. Access games from any PC on your home network, or play online with faster, more stable connectivity that makes it easy to join any number of gaming communities. Keep your memories closer. Windows Vista on all your home PCs makes it easier to access and enjoy your digital memories, where and when you want. Windows Photo Gallery helps you organize and quickly search your photo collection no matter where it s stored on your home network. Then use Windows Media Center 3 to share your entire digital photo and video library in full glory on a TV screen, and add your own soundtrack to set the mood. Fill your home with music. Windows Vista on all your home PCs makes it easier to enjoy your entire music collection throughout your home. Use Windows Media Center 3 as your family jukebox to mix and play your favorite tunes from a TV screen. Or use the media sharing feature in Windows Media Player 11 to stream your digital music collection to PCs or other devices on your home network. Footnotes to Messaging Framework: 1. The Windows Vista Family Discount is available to customers in the U.S. and Canada who have purchased the full or upgrade Windows Vista Ultimate retail boxed product. Customers may purchase up to two additional licenses to install the Windows Vista Home Premium Upgrade on other PCs within their household for $49.99 ($59.99 CAD) per upgrade license, a discount of over 60% off the estimated retail price. The price for the product excludes all taxes. You are responsible for any taxes that you are obligated to pay or that we may collect from you. Currency exchange settlements are based on your agreement with your payment method provider.

8 Customers must use the operating systems primarily in their home, meaning the dwelling where they live, by members of their own household; for personal use; and may not transfer the operating systems to others outside their household. Offer may be discontinued at any time. 2. Windows Aero, Windows Flip 3D navigation, and Scheduled and Network Backup are available in Windows Vista Home Premium, Windows Vista Business and Windows Vista Ultimate. 3. Windows Media Center is available in Windows Vista Home Premium and Windows Vista Ultimate. TV playback and recording features require an integrated or external USB TV tuner. Supports up to two TV tuners in all supported regions subject to Windows Vista s compatibility with local TV standards; additional DTV/HDTV tuner support is available in the U.S. and South Korea with compatible hardware. To enjoy all the benefits of Windows Media Center, Internet access is recommended; for some features, such as the Microsoft Electronic Programming Guide, it is required. Internet service provider subscription or other service fees may apply. Microsoft Electronic Programming Guide is not available in all regions or countries. TV features and remote control support may vary by manufacturer and/or require additional purchases. 4. Additional compatible networking equipment may be required to set up or access a wired or wireless home network. 5. Internet service provider subscription or other service fees may apply.