Engage + Expand Audiences
How do we do this? We do this by creating conversations. But creating the conversation is only the beginning – the real work begins when we direct the course of that conversation with your audience. Direct it where? Wherever it needs to go. Organizations and brands evolve on a daily basis and we offer a chance to be a part of the conversation.
Creativity and technology are the tools that we use to make it happen. We have only two rules: One, the best idea wins. Two, story and drama are the centre of everything.
Technology is our catalyst for change. Change in the way you do business and in the way you interact with your audience. We are the vanguard of technology, but believe that technology should never get in the way of the story. We sharpen these tools with a liberal dose of attention to detail. Next, we begin the conversation with the audience about the experience they just had, are having or want to have. We listen, react and build an encounter that strengthens the relationship between you and your audience.
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PEARSON BREAK THROUGHMarketing Website
Raised was brought on board to help Pearson Education launch a new marketing initiative called Pearson Break Through. The goal of Break Through is to consolidate all Pearson marketing strategies under one roof – previously Pearson has created many marketing platforms for all of their different products and services. Break Through will maximize marketing dollars and effort by presenting one cohesive message to the consumer. Raised’ role was to create a micro-website where all things Break Through could live online. The client had tonnes of content they needed to present in an engaging and organized way. The ability to share this content was also a key component of the online gateway.
Clean design? Check. Engaging stories? Check. Content management? Check. The main challenge in creating the Break Through website was finding a way to present a large amount of video and text articles that would engage the audience but not overwhelm them. Raised designed an engaging site concept that uses dynamic full-screen images to pull the viewer in and invite them to explore articles at their own discretion. While the Break Through site is launching with a limited amount of articles, new content is queued up and will be added all the time. The site has to be robust enough to handle hundreds of articles while at the same time be easy and intuitive to navigate. The last step was working with the Pearson Marketing team to ensure that the website tied in with the overall look and feel of the Break Through brand.
So far, the Break Through brand and website has been introduced company-wide at Pearson Education to rave reviews. A big part of launching the Break Through brand was providing Pearson staff with tools to introduce the new platform to the consumer; the Break Through website being the first of these. Raised is excited to see where Break Through will go over the next year.
PEARSON EDUCATIONDiscovering The Humanities: The MyArtsLab Challenge
Today’s students have evolved past the point where textbooks, teacher’s notes and slide presentations are enough to keep them awake, let alone engaged. This reality is what Pearson needed to overcome when they asked us to build an interactive supplement for their textbook "Henry Sayre’s Discovering the Humanities, 2nd edition". The textbook itself was an acclaimed work that, as a textbook, needed no improvements. However, we needed to find an engaging way for students to interact with the material and keep them reading. Also, busy professors would need a system which effectively translated the student’s progress using standard metrics that could be evaluated quickly and easily.
Our solution was simple – use the skills that students have gained from video games and channel them into comprehension of the textbook. Engaging cutscene videos like those found in popular video games were produced to introduce each chapter in a cinematic fashion. The gaming inspired scoring system included bonus points and a leaderboard that tracks progress. To motivate students to keep playing, a reward system was created where students would be awarded famous works of art as trophies. Students could store their rewards and express themselves in a personalized art gallery. Finally, a text message inspired notification system was developed to relate data to the student in short, digestible bursts of information. The instructors were given a one panel dashboard in which they could easily drill down into both student and chapter level categories and view metrics in easy-to-read pie charts.
The client simply loved the end product. So much so that this engine is quickly being expanded to several more Pearson textbooks. Testing with students has produced rave reviews.
RESEARCH IN MOTIONBlackBerry Jam Zone / Developer Community
In an increasingly competitive smartphone market BlackBerry wanted to lure more developers to their platform. The existing BlackBerry Developer Zone consisted of several separate microsites requiring developers to navigate to different sites to find what they needed. The content was all there, but BlackBerry needed a way to bring it all together. The developer message board was very popular among members, but here too, BlackBerry felt they could do better. Developers needed a more significant means of meeting and collaborating with each other. The current rewards system provided a foundation from which a deeper incentives program could evolve to encourage member participation. BlackBerry needed to have a more direct and meaningful dialogue with its developers and Raised was tasked with how to best restart the conversation.
To mark this significant change in direction, the new developer community was rebranded BlackBerry Jam Zone. The new homepage consisted of a series of specialized widgets that presented information within a single dashboard. Members could quickly scan and find what they needed from the launch area. Integrated within the home page was an upgraded user profile section that would assist in filtering data based on each member's unique needs and browsing habits; streamlining the navigation as a whole.
A more robust rewards and incentives system was developed to motivate member participation. New rewards and incentives could easily be updated so the value of being a member never diminishes.
Finally, we are in the last stages of development on a groups and events system to make it easy for developers to meet up both physically and virtually. Any developer will be able to simply search for a group they are interested in, and in the case of physical events, have a chance to meet like-minded people offline. Members will be able to create their own groups and events.
The groups and events system will launch in the last quarter of 2012. We are thrilled to have had a part in re-envisioning a community that will adapt and grow with the developer's changing needs.
ROMAN MALAKOV DIAMONDSInstore App + Website + Social Media Branding
Based in New York, Roman Malakov has been handcrafting exquisite jewellery for over a century. Until recently, Roman Malakov had relied on quality workmanship and positive word-of-mouth to promote themselves. However, in today’s marketplace this reputation based marketing has moved online. Having little online presence, Roman Malakov found themselves in a position in which their brand voice was non-existent. Raised Media was brought on board to create, amplify and expand the Malakov reputation online while maintaining their traditional values of honest and direct communication with their clients.
The first task was to create and brand social media outlets for Roman Malakov. All future marketing would engage clients while pushing them to these channels where they could express themselves. We could then direct these comments back to a Malakov controlled space. Not only could the company highlight positive feedback, it could also address customer concerns immediately rather than have them floating around causing potential damage to the brand.
Our next project was the redesign of the Roman Malakov website. In keeping with the tradition of having their work speak for itself, a gallery showcased each piece of jewellery in luxurious detail. The site concentrates on elegance, craftsmanship and heritage over distracting sales gimmicks. The site was optimized for search engines so that it could be easily discovered by potential clients.
The last phase was to create an iPad app for the Malakov sales reps. The sleek elegant design of the iPad seemed like a perfect fit for an elite brand such as Roman Malakov. Starting with a customizable product gallery/brochure, the app also captures the excitement and thrill of finding the perfect new earrings or engagement ring. By capturing these moments in photos and testimonials at the point of sale, Malakov employees could personally request that customers write reviews and share experiences through the app to various social networks. This made for a much more intimate sales tactic and one that represented the understated, one-on-one relationship that Malakov shares with its clients.
The employees of Roman Malakov quickly adapted to this new system with great enthusiasm.Through feedback on social media outlets, the company's positive online sentiment increased drastically. Most importantly, they gained confidence in their ability to manage their online identity and that it now represented both the quality and character of the Roman Malakov name.
LITTLE DEBBIE SNACKSMillion Smile Mission / Social Media Campaign
Each year, Little Debbie Snacks undertakes a promotional campaign where they travel across the United States giving away snack cakes and raising their brand awareness. Traditionally, they use a photo system where they take photos of consumers and these consumers can then view their images online. We were approached by the Little Debbie team to expand their fan base and focus on how to creatively integrate social media into this promotion. Little Debbie made it clear that their main objective was to reach 1 million Facebook fans (they were currently at just over 600,000). We were primed and ready to take on this challenge.
We needed to convert these consumers into Facebook fans both at onsite installations, as well as at home. In turn, we needed to transform their Facebook friends into fans in order to expand the brand exponentially. We created a complete system for capturing media and provided the user the ability to share the media onsite through a social networking kiosk. There was also a microsite for users to play with once they got home. This system included an iPhone application for taking photos and videos of consumers, a social network kiosk where users could share their media with their friends, a microsite, a Facebook page and a backend administrative system to manage the whole process.
All captured media was branded with Little Debbie Snacks and tied to each consumer’s user profile. We then continued to connect with them after the event with a branded e-mail letting them know that they could interact with their photos and video online and on Facebook. Lastly, we created a social networking admin site to monitor brand ambassador’s progress, event stats and moderate content uploaded from home. The entire system was designed to run online or via local wireless networks that we created onsite through 3G/4G hotspots.
We immediately experienced tremendous results from the campaign. Not only were users stopping to chat with Little Debbie brand ambassadors, more than 50% of these users were actually visiting the kiosk and sharing their experience. The campaign was recognized in the New York Times as "Little Debbie appears to have the most ambitious social network marketing strategy in the snack-cake category". Within a very short time, they broke the million Facebook fan mark, dwarfing the Facebook fan count of competitors such as Hostess Twinkies and Entenmann's.
ENYCE CLOTHINGEffective Rebranding / Online Presence
Enyce needed to reintroduce their style to a new generation of consumers during the financial crisis of that decade. Retail sales dropped everywhere and Enyce was faced with a critical decision on how to move forward in the roller coaster of a new economy. Raised was tasked with effectively reaching out to a target demographic that had evolved and changed. It was also evident that this rebranding would have to be reinforced with a stronger and more focused online presence. The idea of traditional “urban branding” was no longer speaking to their audience. It was time for our client to blaze a new path and offer their customers something that did not before exist in the urban market space.
Working closely with the brand we decided to shift to an older target demographic. It was also important to make the brand more contemporary while maintaining an urban edge. This positioning attracted consumers who had outgrown the brand while continuing to fulfill the needs of the loyal customers who had stayed. Our concept called for a sleek and minimal studio shoot that focused directly on the clothing. This immediately made the branding more contemporary and added a feeling of sophistication, setting Enyce apart from it’s competitors in the urban space.
Like most urban brands, Enyce needed more focus online to get the most impact from the rebrand. We launched a complete online campaign that included a cutting-edge website, an online grassroots push, and a revamping of the e-commerce site. The website utilized live-action video content shot in High Definition, resulting in a much more immersive experience. The concept was to reinterpret the still imagery so the consumer could experience how the clothing looks and feels. The grassroots push included an increased presence in online forums relevant to the Enyce market space. A four-segment viral video was launched to further expand the online presence.
Immediately after the launch, Sean “Diddy” Combs (of Sean John) purchased the Enyce brand from Liz Claiborne. The Enyce Fall/Holiday 2008 campaign stands out from the clutter of it’s competitors in the challenging urban clothing category. The rebranding is contemporary and speaks directly to an evolving consumer.