CDW is a seller of the latest technology products to consumers. CDW-G is an extension of that brand that sells to the big “G” market. The government has a mix of buyers and procurement officers that are from all walks of life with one obvious thing in common. They are all human. Studies found that messaging that related to their respective missions and celebrated their efforts would give CDW-G the edge when it came to their choice in buying technology. A campaign was launched in TV, Radio, direct mail, promotion, and print. It was directed at Federal, State, Local, and Education markets with an empathic spin. True to findings, sales increased and CDW-G continues to be very competitive.