For Plantronics Inc., while working inside a new product incubation team, I developed a marketing position paper for the new product.
I created the branding tag line "Move the light, not the fiber" for Calient Networks.
This concept concisely sums-up the core technical functionality of the product while also positioning the primary business benefit.
The company's core technology involves using 3D MEMS (Micro Electro Mechanical mirrors) to remotely switch laser optical paths within an optical switch (Move the Light). Switching an optical path is traditionally done by manually moving a fiber optic cable from one port to another in a patch panel (Not the Fiber). Hence, the primary business benefit of the product is to remotely switch an optical light path instead of incurring cost-intensive "truck rolls" (skilled manual labor resources) required to manually move a fiber optic cable.
For Fluke Networks, I wrote a software solution white paper that helped customers understand the need for enterprise Wi-Fi monitoring software. The use case emphasized the value of having a product that could provide multiple layers of threat detection.
While working on a Demo Kit project for Intel Corporation, I wrote the copy for a CD sleeve. I also edited contributions from the cross-functional team assigned to the project.
For Fluke Networks, I developed several white papers for various Wi-Fi related products. This sample is from a paper that described various types of cybersecurity threats especially popular against Wi-Fi vulnerabilities, and how to protect the enterprise against these types of threats.
For Calient Networks, I wrote white papers to help potential customers understand Calient's value proposition. The paper presents several key points to show service providers the significant cost reductions that could be incurred by replacing a manual-labor intensive, patch panel based fiber switch solution with an automated MEMs optical switch solution.
These series of white papers repositioned the core marketing message from a focus on leading-edge technology features to a focus on business benefits like profitability.