Fleet Sails as U.S. Navy Enlists

Diverse Interests Served by Use of an Innovative Addition to Their Marketing Arsenals

Fleet Financial Group and the United States Navy have each contracted the programming and design talents of Roadless.com, a custom software development company. Both plan to use the software in promotional marketing campaigns; as downloads from their websites and on diskettes via direct mail. Fleet's project has just been delivered and is being readied for implementation. The Navy, through their direct marketing agency, Rapp-Collins Worldwide, has just begun the approximately eight week development process.

Both projects utilize Roadless.com's robust Calendar ScreenSaver engine, a fully customizable template. In both cases, the software is designed to promote their websites, link directly to the sites and seamlessly facilitate visitation and revisitation to the respective websites.

While one can reasonably argue that the target audiences of Fleet --small businesses-- and the Navy --primarily high school students-- have little in common, the modular flexibility of the Calendar ScreenSavers template affords each marketer the opportunity to transpose their unique marketing communication needs into the software.

True, screensavers are generally thought to be purely visual products; but the Calendar ScreenSaver's advanced application-like features have changed all that. They can be crafted to be updated with new data from a website; display any product and service information within it's interactive interface and even "report" on its own usage. A Calendar Screensaver, whether developed for a branch of the military or a financial powerhouse, is a marketing communications tool, one that people like and use. That's powerful. In fact, research shows that Calendar ScreenSavers play on user's computers an average of 10 times per day and run for 6 minutes at a time--that's right--an hour a day, folks.

Other companies that have elected to harness the power of the Customizable Calendar ScreenSaver to their own marketing ends include: AT&T WorldNet, Barnes and Noble, Yamaha, Marvel Comics, Amtrak and many others, including a legal services company (CT Corporation) and an interior decorating firm (F. Schumacher & Co.) You have to admit, it's a pretty eclectic mix. One might even say their clients are "all over the map."

And that's perfect for Roadless.com, where it's full speed ahead.

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