Every other piece of communication in this marketplace was too IT-centric; selling ‘kit’, not practical solutions to existing problems.We proposed that teachers should be free to teach. And the technology should take on time-consuming tasks like administration.

The creative execution of a scaled-down school desk brings home the rewards of teachers spending more time in the classroom in a straight-forward, businesslike way.A personalised exercise book inside the desk - containing case studies and testimonials detailing the very real way Cisco has already obtained results - shows how Cisco ‘ has done all their homework for them’.

With an expected response rate of 3%, the mailing is anticipated to generate revenues of £750,000 during the course of the programme. This is based on Cisco's anticipated value of £150,000 for every AB lead passed to its sales team.