We Are Communication Architects
Building brand awareness through content creation and community engagement.
More Case Studies
In late 2006, FORTUNE 1000 data storage firm NetApp told us that it was about to embark on the single largest marketing endeavor in its 15-year history: a new brand identity. This multimillion-dollar branding campaign was more than just a refresh of external touch points – company name, logo, tagline, and Web site – it […]
In March 2008 we teamed up with Karen Snyder, VeriSign’s social media manager, to begin developing a social media monitoring and response program. Our Client Services team immediately outlined a six-step strategy that would be implemented throughout the year. Step one focused on the conversation discovery process. For this, our team partnered once again with […]
Easton Bell Sports
Voce created an integrated marketing campaign to introduce Bell’s new “True Fit” technology.
Voce partnered with Easton Bell Sports to introduce its revolutionary new True Fit technology, which is a result of five years of R&D and human fit studies. The True Fit technology allows for a one-step adjustment and proper fit for child and adult bicycle helmets, so Voce created an integrated campaign to promote the importance of helmet safety and a correct helmet fit. This was the first time Bell Sports had hired consultants to construct a consumer and social media campaign for one of their brands.
The focus of the program was creating a True Fit community, which allowed us to inject Bell into parent communities to discuss child safety and share the innovation story. We worked closely with the advertising agency to ensure branding was consistent across all communication touch-points. Voce also managed an aggressive media relations campaign to take the TrueFit story to national press as part of the overall branding program.
The targeted audience consisted of moms, child caretakers, educators, as well as the messengers for these audiences, including media influencers (both bloggers and mainstream press). We paid special attention to target active and passionate parents who are both safety advocates and who are highly persuasive and respected amongst their friends and family.
In parallel with media, blogger and community outreach, the Voce Platforms team developed a community site to serve as a hub for communications and relationship building. For this project, we used WordPress as our primary publishing platform along with several ancillary services to help augment and extend the content strategy, including Flickr, YouTube, Facebook and Twitter. We also used the community site to compliment the television spots, banner ads, and other online marketing elements.
In the first two weeks after launching the Bell True Fit helmet technology, the client experienced 62 percent week-over-week sales increase at their largest retailers. Program highlights were coverage in Associated Press, Parents, Hollywood Reporter, KCBS News, Workout Mommy, and more.
- Web development, including blogs, photo-sharing and custom microsite(s)
- Content development, including plotting, editing, formatting and publishing
- Community management and support, including moderation and facilitation
- Online reputation management, including monitoring, tracking, response
- Media and blogger relations, including story development and placement