Background:

IT decision makers didn't understand how much they were paying for "extras" when they purchased PCs.

The approach:

While IT decision makers usually saw the intrinsic value of high-performance PCs, they we frequently unable to justify expensive high-performance purchases to upper management -- so they settled for less computing power.  Micron came to their aid by showing how Micron bundles helped companies maintain a competitive advantage by giving them more computer power for their money.

To emphasize the copy point that having a competitive advantage is a fragile thing and that free services from Micron (such as training) can help maintain it, we put this letter in a padded envelope -- the type you'd mail something fragile in.

Kim Carpenter & Associates worked with Direct Impact of Austin, Texas on this project.