Inside Knowledge
The Complexity
The most powerful technology in education means nothing if it doesn’t speak the language of educators.
Dell had built something rare. A team of former educators and industry specialists who understood what it meant to implement technology in a school, not from a sales floor but from a classroom. People who had sat in the same chairs as the principals, IT directors, and academic officers they were now trying to reach. The complexity was in making that visible. Dell was leading with product and specs in a world where the decision makers cared about one thing - would their students succeed?
The Idea
We reframed the story around the Education Strategists who could deliver on that promise. They weren’t a support team. They were the differentiator. Former educators who could walk into any institution, at any budget, and help them build a technology plan around learning rather than hardware. A message that finally matched what Dell was capable of delivering.
The Outcome
The approach became the foundation for how Dell engages educators today, a program that has only grown as technology’s role in the classroom has expanded.
- Brand Strategy
- Creative Direction
- Art Direction
- Philip Bonnery