OIC developed the following campaign components: • A Business Continuity solution sheet—to persuade • A white paper directed to the nontechnical, business audience to explain the compliance and regulatory significance that Business Continuity encompasses for public companies in the aftermath of the Sarbanes-Oxley Act—to create persuasion and conversion • A technical white paper directed to the IT audience—to create consideration, persuasion, and conversion • Business Continuity posters—to create awareness among customers and Sun employees • Business Continuity e-zine article—to create awareness and consideration