Since our target audience is a limited and finite number of individuals, we were able to lavish the attention on them we felt they deserved. Each piece cost less than $125 – a small number given the size of each contract. In order to reach busy IT administrators who manage large budgets, our sales team had show them that XFINITY On Campus is not only an incredible amenity for students – but also a convenient solution for them. First we had to cut through the clutter. We sent our mailer via overnight shipping, and included personalized touches, so the administrators knew this piece was created just for them. Secondly, we knew that putting the XFINITY On Campus experience right in their hands would be the strategic key to our success. The artwork on the mailer put administrators in the point-of-view of their students, so they could immediately grasp the true benefit of streaming entertainment anywhere on campus, using their own devices. This is a world of difference from their current hardwired, dorm-room only entertainment. In summary, context was crucial to our success, the context of product experience, as well as the context of the kind of marketing solicitation administrators routinely receive, and being able to set ourselves apart from that.