Tasked with the job of explaining a robust new mobile language lab product for SANS Inc., we condensed its fairly complex features into easy-to-understand promotional materials. A fun animated video grabbed attention for SANSSpace Live at trade shows. Eye-catching ads with the headline, “Just Add Students,” went into education magazines. A targeted direct mailer included clear, concise points on the product’s advantages, and banners on digital media and a landing page provided an online presence. The result: sales on the upswing, plus plenty of buzz about an innovative new product.