Cisco Systems wins a new target audience by showcasing thought leadership in website content.

BUSINESS CHALLENGE

To help Cisco Systems position itself as an industry innovator and thought leader, and to attract and retain business decision makers by demonstrating the company’s emerging Internet business strategies.

TENDO PROGRAM

After researching audience interest and information preferences, Tendo concepted and created the Business Industries and Solutions (BIS) channel on Cisco.com. Our ongoing engagement included developing 12 online articles per month that demonstrated Cisco's thought leadership, Internet business strategies, and global technology reach. Tendo provided comprehensive support for the site, handling all editorial, design, and production each month.

RESULTS

Within months of its launch, the BIS site penetrated the target market of business decision makers at Fortune 500 companies, exceeding Cisco's goals for unique visitors and registered users. The BIS site won the Folio Ozzie award for Best Designed New Web Zine and the Best Magazine website and Best E-Zine Site awards, both from the Web Marketing Association.

Following this success, Cisco engaged Tendo to improve usability in other key content areas on Cisco.com, including News@Cisco, CiscoLink, and Corporate Philanthropy.