Veritas Uses Mailer to Position Itself in IT Industry

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Veritas Software is preparing a direct mail campaign as part of a $20 million global effort to position itself among IT professionals as a leading business software provider.


"The goal of the campaign is to build brand awareness and develop lead generation," said Jeremy Burton, chief marketing officer at Veritas.


Veritas, Mountain View, CA, makes software for data protection, disaster recovery, networked storage and application availability. The campaign does not tout individual products, instead focusing on how all the company's products and services can help businesses.


The direct mail piece is still under construction and is to mail at the end of June or early July. The effort will target current customers and prospects. The number of pieces has not been determined.


"The target drop amount will be dependent upon our goals for each component of the direct campaign," Burton said. "We will be targeting senior IT audiences as well as mid-level management with our direct campaign." He described the companies as "businesses with enterprise-level needs."


A print effort has begun with five ads in IT publications, including Computer World, Information Week, Baseline and CIO Magazine.


"With our advertising we are targeting a senior IT audience," he said.


One ad mentions a particular product, while the remaining four discuss specific areas of the storage and recovery sector for which Veritas has products.


Burton said the direct mail and print campaigns will have the same look and feel.


All the print ads feature text in which the first word -- the -- and a closing tag line -- storage software company -- are in small, black type, with much larger red copy in quotes between the black text. For example, one headline reads: The "Why trust data backup and recovery to anyone but the leader," storage software company.


Veritas worked with Hill, Holliday, Boston, on the campaign.


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