A little more than two years ago Verizon Wireless wanted to initiate a program to sell its services to the small business market. I’ve been working on this program the entire time and have helped it become a success—winning an Echo award in the process—and have recently expanded its scope to included government agencies. From a base version, the brochure and letter are versioned to speak directly to various industry groups and address specific challenges faced by each organization. This program mails three times a year, with new copy, art direction and format to keep it fresh.