As new technologies offer exciting ways to influence audiences, it is increasingly important to communicate a consistent brand value across multiple-media platforms. PeakBiety has been utilizing the power of perception® to maximize brand values for more than 20 years. We work hard to be a business-building partner by bringing ideas to the table that work across whatever channels are right for the brand. In this spirit, we’d like to highlight some of our newer services that can powerfully extend your brand communications.
Eblast Campaigns Email campaigns are a cost-effective way to keep in touch with customers and prospects. We handle everything from project planning to creative concepts, to design, to copywriting. We’ll even execute delivery working with email marketing software, manage databases, schedule programs and track results.
Case Study: Numara After a complete branding of the Numara Software company, we were asked to help promote their newest version of Track-It,® a help desk and asset management solution. What made Track-It® different? It provided optimal customization for multi-users’ functions within an organization. So, we developed an Eblast campaign highlighting the idea of a personalized solution by contrasting two completely different users with different needs. Our client’s product is the most widely installed help desk and asset management solution in the world.
Interactive Media & Flash Flash and interactive presentations can help bring your product or service to life with audience involvement as well as animation, motion and sound. We strategize, concept, storyboard and script presentations. We also execute and produce the media using a host of software applications such as Flash, After Effects and Camtasia—all with extendibility in mind to get the most out of your budget.
Case Study: Persystent
Persystent Software, a company making business-level PC recovery software, sought to significantly improve awareness of its unique products. They wanted to communicate how they help PC users remain productive and work ready at all times—whether on or off a network. After alternative creative concepts were developed and tested, a “graphic novel” execution was selected. Among other pieces of a larger campaign, this animated flash banner was developed for Persystent’s homepage to quickly communicate the product benefits in a dramatic and engaging way, and direct viewers to download a demo. Inquiries elevated to record levels.
Online Media Planning & Buying With limited ad budgets, relevant and targeted advertising is essential. We’ve taken our 20 years of media-buying savvy and adapted to the online world, developing efficient and effective plans utilizing new technologies. Our experience with geotargeting and retargeting has provided proven results.
Case Study: Florida-Friendly Landscaping Program™
The Florida-Friendly Landscaping Program™ educates the public about best practices to conserve and protect water resources. After a season of unprecedented freezes, they wanted to reach homeowners in Hillsborough, Pasco and Pinellas counties with information about cold-tolerant plants and methods of replanting which reduce the need for water, fertilizer and pesticides. We geographically and behaviorally targeted Web banners to reach homeowners in a three-county area, interested in gardening and landscaping. Over a two-month period, the landing page logged almost 3,000 unique hits, with approximately 24% of them resulting from click-throughs on the banner ads.
Search Engine Marketing Also known as SEM, this form of internet marketing promotes Web sites by increasing visibility within search engine results. The many forms of SEM include paid placement, contextual advertising, paid inclusion and search engine optimization (SEO).
Case Study: TECO
Tampa Electric works hard to balance growing demands for electricity with environmental responsibility. For their new Energy PlannerSM program, we developed a campaign encouraging customers to save energy, lower the cost of electric bills and help the environment. Web banners ran on multiple local sites including TBO.com and TampaBay.com. Geographic targeting was used to reach only those consumers in the Tampa Electric service area. Recently, a search engine marketing component was added to reach consumers expressing an interest in greening their homes or lowering their electric bills. From April through May, 2010, Tampa Electric benefited from an amazing 1.3% clickthrough rate which is well above the accepted national average of 0.02-0.04%.
Social Media Development A social media campaign, like any medium, needs a clearly defined strategy in sync with the overall brand strategy. What you are trying to accomplish—sales, awareness, discussion or even goodwill—will determine which social networks make sense and how to utilize them. Twitter, Facebook, LinkedIn, YouTube, and blogs can build consumer dialogue and promote a brand or product message.
Case Study: Cancer Research Alliance
Home to nine Nobel Prize winners, Cancer Research Alliance (CRA) member centers have a long history of groundbreaking achievements in cancer research. PeakBiety developed a cause marketing campaign around the theme, “The infinite power of one.” An integrated campaign involving email marketing, Web banner ads, radio spots and a Web-aired video explained that if everyone gave just one dollar and pasted the message on to their friends, cancer research would be pushed ahead. In addition to giving a dollar, donors were invited to add their photos to a cure mosaic on the site to “change the face of cancer”. Within weeks, the site went viral as word spread through social networks about being part of such a worthy cause.
Web Design Our strategic process of developing Web sites starts with identifying goals, audiences, and brand considerations. Once objectives are defined, we develop architecture, write copy, design graphics, create layouts and orchestrate programming. Our Web sites come with built-in search engine optimization features.
Case Study: Tampa Bay Water
Tampa Bay Water develops and delivers high-quality drinking water for the region. Having produced several effective annual reports for them, they knew we had a good understanding of their business. They needed a Web site that would allow them to communicate to the public their mission, as well as new projects and developments. The site, TampaBayWater.org, is now ranked in the top 24% of all Web sites for traffic by Alexa (a service that measures traffic for millions of sites on the Internet), and has an excellent score of 91 from grader.com.
Web Banners & Videos Banner ads are the most common form of Web advertising and can be very effective when targeted appropriately. Video content enhances Web banners with more graphic content and special effects. And once produced, video content can be cost-effectively repurposed for a multitude of uses.
Case Study: Florida-Friendly Landscaping Program™
To educate homeowners on how to manage landscape recovery efforts after extreme cold weather, the Florida-Friendly Landscaping Program™ needed a turn-key communication program. In response, we developed an integrated marketing campaign including direct mail, newspaper, Web banners and a landing page, RightPlant.org. The theme, “Rethink before you replant” carried throughout. Utilizing video in the banners helped capture viewer attention and drive traffic to the landing page for more information. Over a two-month period, the landing page logged almost 3,000 unique hits, with approximately 24% of them resulting from click-throughs on the banner ads.