Total Defense — Branding, Consumer & Partner Program
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Total Defense — Branding, Consumer & Partner Program

Client

Total Defense

Category
Digital, Strategy, Video, Web
About This Project

The Setup

Total Defense sold its internet security software through solutions providers: resellers and IT partners who carry dozens of brands and give their attention to whichever ones make selling easy. To grow the channel, Total Defense needed a partner program that partners would actually use, not just sign up for. On the consumer side, the brand needed a simple promise that would hold up on a store shelf, in a banner ad and on a checkout page.

What I Led

I led the design of the Total Defense Partner Program and the work that grew out of it. The program had two spokesmen, picked to say “protection” without a word of explanation. John Walsh, the host of America’s Most Wanted, brought decades of credibility as a crime fighter. Michael Strahan brought defense, as the face of a New York Giants defense that was the best in the NFL. Together they introduced Total Defense as a “crime fighting advocate” in a 67-second partner film. I split the film into chapters so each section of the partner site opened with its own piece of the story. From there, my team designed the partner portal, the partner levels, the sales enablement and tools sections, and the printed launch kit. We carried the same look into Secure Everyday, the consumer campaign, and into the Unlimited subscription site where customers activated, downloaded and installed their protection.

What We Delivered

  • A partner portal with five sections: The Brand, Partner Levels, Sales Enablement, Sales Tools and Rewards — each section opened with a chapter of the partner film
  • Silver, Gold and Platinum partner levels, with clear requirements and benefits at each one
  • A certification path that turned sales reps into security advisors, plus battle cards, demo videos, co-branded campaigns and deal registration
  • Partner launch materials, led by the “Go Beyond Protection” poster with Walsh and Strahan, plus a welcome kit with the program guide and co-brandable product sheets
  • Secure Everyday, a consumer campaign built on real people and the everyday moments cybercriminals target — it ran across posters, in-store displays, endcaps and banner ads on news, music and review sites
  • The Unlimited subscription site: a three-step activate, download and install flow covering Internet Security Suite, PC Tune-Up, Mobile Security and Online Backup on every device in the household, for $9.99 a month

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