When Adobe launched a new version of Acrobat, I was asked to write a direct mail campaign, emailers and a series of press adverts specifically targeting the designer community in the UK.
Adobe also wanted to promote its capabilities in other areas – specifically workflow solutions for large enterprises.
The challenge was to explain what Adobe’s software products had to offer, cutting through a lot of technical jargon and marketing-speak.
The literature was mainly targeted at senior managers, IT departments and C-level board members. My job was to get their attention and convince them of the proven business benefits.
The range of literature I worked on included white papers, direct mail and advertising. In particular I was involved in writing a series of brochures, some targeted at specific sectors, including government, manufacturing and finance. I also wrote a large overview brochure, which summarised the entire Adobe offering in the area of enterprise solutions.
