“Tech Image has been a creative, dedicated partner for social media expertise. With thoughtful planning and a strong sense of our business objectives, they were able to provide onsite, real-time contributions to our overarching marketing strategy for an important industry event, NAB Show, generating visibility for Cleversafe and attracting attendees back to our new website, all while tapping executive and partner perspectives using video while at the booth. We trusted Tech Image to keep things running smoothly, so that we could focus on engaging customers and prospects to maximize our time there.”

– Crystal Jones, Sr. Digital Marketing Specialist, Cleversafe

Digital Campaign Drives Brand Visibility at Prominent Industry Event with a Focus on Rich Media

Challenge

Heightened brand awareness from attendees, customers, partners, prospects and employees at a prominent industry tradeshow, seeking to engage all stakeholders while simultaneously driving traffic to Cleversafe’s newly designed website

Solutions

Tech Image collaborated with Cleversafe to deliver a comprehensive social media strategic and tactical plan, integrating paid, owned and earned media to highlight customer testimonials, partner perspectives and executive opinion. The program was orchestrated to go live during the NAB Show, managing talent, video production and platform engagement while onsite.

The social media strategy was developed across Facebook, Twitter, Google+ and LinkedIn platforms to generate buzz in advance of, during and as a recap of the show with consistent tone, reinforcing Cleversafe’s corporate messaging. The content was created to direct traffic back to the new Cleversafe website to align the launch with increased visibility from attendees of the tradeshow.

In addition, thought leadership was strategically incorporated so that two blog posts were available from key executives of Cleversafe – Chris Gladwin and Russ Kennedy – and shared during the show to highlight Cleversafe’s relevance to the media and entertainment industry by addressing petabyte data storage challenges plaguing leaders in this space.

While onsite, Tech Image focused on real-time tweeting and capturing video testimonies of key executives and partners to capitalize upon opportunities to share candid input from leadership in a dynamic setting.

During the show and in the weeks following, Tech Image initiated a promoted video campaign on YouTube to generate incremental views on a client-produced customer video with Sky, a British telecommunications company perfectly suited to speak to industry data storage concerns. The YouTube promoted video program also devoted a small advertising budget to executive videos shot onsite at the event, leveraging keywords associated with NAB show to drive targeted views on Cleversafe’s playlist relevant to search for show highlights.

Results

12
videos created, including a video with partner HP
250000
impressions across social channels
1100
increase in YouTube channel views over previous month

The program resulted in integrated, cross-platform messaging for Cleversafe’s brand tagline, “Storage Beyond Scale,” including a 1,100 percent increase in YouTube video views over the previous month, nearly 100,000 impressions on video assets, and 500 clicks back to the website from YouTube alone. Tech Image created 12 original videos, including a video highlighting Cleversafe’s partnership with HP as a useful tool for its sales team moving forward as well as an external asset promoted on social channels. The social media activity cumulatively generated nearly 250,000 impressions.

The blog content developed by Tech Image was strategically placed on highly engaged user communities, Smart Data Collective and Enterprise CIO Forum (sponsored by HP and an online contributor community as part of parent, CIO.com).

Chris Gladwin’s blog entitled, “Favorable Outlook Ahead for M&E Despite the Advancing Web-Scale Data Storm,” included an embedded link to Cleversafe’s YouTube site for a richer reader experience using a video summary of the blog topic that Tech Image shot during content interviews.

Russ Kennedy’s blog entitled, “Media & Entertainment Industry Casting Call: High Resolution Digital Assets Offer New Role for Petabyte Storage,” was featured on the homepage of the website, as well as Exclusive Editor’s Choice. The blog secured 125 likes on the site, 52 LinkedIn shares from the community and 65 email shares.

Just six months following the successes of this campaign, Cleversafe was acquired by IBM. Tech Image was proud to contribute to the brand’s digital presence that played a role in this process.

www.cleversafe.com

Cleversafe, a leading developer and manufacturer of object-based storage software and appliances and web-scale storage market share leader, needed social media expertise leading up to the National Association of Broadcasters (NAB) Show in Las Vegas in order to increase visibility of the Cleversafe brand within the media and entertainment industry. Tech Image was tasked with developing an integrated strategy, delivering compelling content – blogs, rich media assets, curated articles and targeted, savvy social media posts – to communicate a focused company message across all digital platforms surrounding this important event.
Having recently launched a new website with updated brand messaging and a resource portal, it was important to announce the news during the show and direct audiences back to the assets available on www.cleversafe.com.

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