![DLG_ClientLogos_200x200_Lenovo_Color](https://dialoggroup.com/wp-content/uploads/2021/05/DLG_ClientLogos_200x200_Lenovo_Color.png)
Dialog Case Study
Leveraging emotion to drive credibility
Lenovo State and Local Government Messaging
Client Overview
Lenovo is the world’s #1 PC manufacturer, with an almost 23% share of the global market. This body of work was for their Public Sector division with a focus on the State and Local Government vertical.
![1500x600_CaseStudies_Lenovo_Desktop](https://dialoggroup.com/wp-content/uploads/2022/10/1500x600_CaseStudies_Lenovo_Desktop.png)
Situation
Lenovo was battling for business with state and local governments, especially agencies looking to spend Federal pass-through funding focused on public safety and infrastructure. Even as many endpoint decisions were becoming commodified, Lenovo wanted to highlight the entirety of its value proposition—technology, services, outcome partnership—in a way that resonated with public sector leaders.
![1500x600_CaseStudies_Lenovo_PresentationAtOffice](https://dialoggroup.com/wp-content/uploads/2022/10/1500x600_CaseStudies_Lenovo_PresentationAtOffice.png)
Insights, Action, and Creative Strategy
Dialog needed to find a way to craft a message that was sober and credible but still managed to punch through the noise of tech marketing in the state and local space.
- Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
- Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.
![600x600_CaseStudies_LenovoSLG_Hexagon_01](https://dialoggroup.com/wp-content/uploads/2022/10/600x600_CaseStudies_LenovoSLG_Hexagon_01.png)
Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
![600x600_CaseStudies_LenovoSLG_Hexagon_02](https://dialoggroup.com/wp-content/uploads/2022/10/600x600_CaseStudies_LenovoSLG_Hexagon_02.png)
Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.
![600x600_CaseStudies_LenovoSLG_Hexagon_03](https://dialoggroup.com/wp-content/uploads/2022/10/600x600_CaseStudies_LenovoSLG_Hexagon_03.png)
Development of a Value Proposition and messaging architecture supporting the core idea of technology that was “Built to Serve”
- Connected with public service mission thinking
- Emphasized steadfast reliability and confidence
- Gave Lenovo a chance to talk about its engineering, including their industry-leading product QA
- Delivered interactive sales training
- Created interactive infographics and other campaign elements to illustrate Digital Government applications
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