We led marketing for an $81 million division of an original equipment manufacturer, which included eight premium brands in the broadcast, film and live event industry. We joined the division during a downtrend. The marketing division had gone through a series of leadership changes and had made product and marketing missteps. As a result, the company’s once premium brands had a decrease in sales, content and media coverage.

We conducted a thorough analysis of the brands. Based on this analysis, we created and implemented a marketing and communications strategy. Part of this strategy included:

getting closer to the audience and understanding their wants, needs and the sites they visited
develop brand ambassadors
standardize product launches and trade show strategy
leverage earned media to raise brand awareness
leverage social media
supplement earned and owned media efforts with strategically placed paid media
eliminate unnecessary extraneous costs, including external PR agencies

We collaborated with each brand’s product manager and graphic designer’s to help implement this strategy.

As a result, we were able to:

helped grow sales by 19% in the first year
increase global media coverage by 400%
implement a new social media platform, Instagram, and grow audiences by 28x in just 6 months
generate 1000 pieces of user-generated content
conduct sales programs through channel partners and group sales
earn 11 industry awards

Marketing & Communications