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BT Business

Issue 6 | July 2008

Background

Part of BT Business's larger communications strategy ‘do what you do best’, this direct mail piece needed to resonate with the managing directors of start-up companies under six months old. The audience, often time-poor and heavily targeted by other suppliers, have taken on a host of roles in their new business, flitting between sales manager one minute, finance director the next and occasionally, often ineffectually, in IT. The mailing needed to present BT’s bundled communications package as the solution to this IT problem, allowing managing directors to concentrate on doing what they do best - running their business.

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