The third quarter is a wrap, and as we prepare for sweater weather and pumpkin everything, we’re taking a minute to reflect on some of the great projects our team completed during summer 2017.
Directly from the creative minds behind it all, here are four projects and campaigns that knocked it out of the park.
CallRail – Funding Announcement
By Anna Shymanski, Account Executive
We love the opportunity to share good news for our clients, especially when we get to announce growth and expansion. When we got the urgent call that CallRail was set to announce a major round of Series A funding in the next few days, the marketing technology team was fully prepared to help them share the news. To give a little background on CallRail, they provide customers with easy to read reports that show where their marketing efforts are performing best.
After tapping into our media relations expertise and communication skills to work with the investment firm, we were able to go to the press with a great story. In the end, we secured feature placements for CallRail’s funding announcements in both The Wall Street Journal and VentureBeat. We also secured mentions in Fortune, MarTech Advisor and other VC outlets. CallRail’s CEO called the team’s efforts “heroic.” We’re proud of the coverage we secured for a client that we respect and enjoy working with, and even moreso the partnership we’ve continued to build with the team at CallRail.
The Future of Retail and Amazon Prime Newsjacking
By Erin Jordan, Account Director
On the retail technology team we pride ourselves on always being up-to-date with the latest trends and technologies, allowing us to better insert our clients into timely news and tell their stories.
One of our favorite internal projects we work on each year is the annual “Future of Retail” study. For the last four years, we’ve surveyed consumers on their buying behaviors to help our clients (and their clients) get ahead of and best prepare for changing shopping demands.
Our vast understanding of the marketplace has led to our launching of the study during some of the most timely retail tech updates in our recent history – and this year was no different. While Amazon was making major moves, our team jumped on the opportunity to use the 2017 report to dig deeper on trends like voice commerce, and leverage the findings to newsjack the summer 2017 Whole Foods acquisition and annually awaited Prime Day.
So far, the study has been pitched 16 times resulting in roughly 125 placements with highlights including Washington Post, Entrepreneur, The Street and more. And it doesn’t stop there. We’ve worked tirelessly to place an additional five clients in over 50 publications, all leveraging Amazon’s purchase of Whole Foods and Prime Day. Of those placements, we are especially proud to have our clients and company referenced as a resource in USA Today, PYMNTS, Marketing Land, Business Insider, CNET, Wall Street Journal and Forbes.
Given the report’s success the past four years, it was an all hands on deck effort from our design, marketing, digital and content teams. Having generated more than 4,000 downloads in the past three years, the data from the study complements the work we do for our clients, allows for long-leg pitching and has enabled us us to produce equally valuable mini reports such as the “Future of Retail 2017 Holiday Report”.
LiveStories’ Gender Pay Gap Report
By Rosie Gillam, Senior Account Executive
For the past year, one of our favorite accounts to work on has been LiveStories. What we love about this client is how they use public data to tell stories. The product, LiveStories, allows users to find, explore and present civic data all in a single web-based location. When the client came to us for help with a new campaign, I was thrilled to be working with them on another data-driven project.
LiveStories expressed that it needed our help driving awareness about the brand and its product in three major markets across the West Coast — Seattle, Los Angeles and San Francisco. The company was preparing to exhibit at state and local government conferences in these cities. We were charged with helping enhance the brand’s credibility before each of these events.
The campaign served to build awareness about LiveStories through a series of localized, data-driven reports about the gender pay gap. Our efforts helped LiveStories land coverage in major news outlets across Seattle, Los Angeles and San Francisco — All together we garnered over 60 placements including BuzzFeed, Entrepreneur, Bloomberg Law and more.
EXP.com – website launch
By Matt Brown, Senior Digital Marketing Director
As a member of the Walker Sands web team, I can confidently say that not a day goes by where we don’t work as a team. This rings true in the launch of our latest project, exp.com.
Several months ago, exp came to us with a challenge. As a large multinational civil engineering company headquartered in Canada, they needed a new website that befitted their global, modern, prestigious company. Unfortunately, their website at the time suffered from outdated designs, old messaging and capabilities, and poor performance in search results and on mobile.
Since then, our Walker Sands team of content strategists, SEO technicians, UX/UI designers, developers and project managers got to work and invested over 2,000 hours in this challenging endeavor over the past several months. And then finally in September, we were able to successfully launch the new exp.com featuring a compelling new responsive design, optimized messaging and user paths, multi-language capabilities and accessibility compliance for disabled visitors.
We are so proud of the work our team was able to accomplish this quarter. Their hard work in Q3 is telling of what will be accomplished in Q4. Keep an eye out for more highlights!
A strong web presence and brand awareness on the right platforms can be make or break for companies in a digital age. Walker Sands Digital offers demand generation services that drive awareness and impressive results for B2B technology and professional service companies.
Check out the Demand Generation at Walker Sands Video, to hear our VP of Digital Marketing John Fairley, and Senior Digital Account Executive Katie Donabedian, explain how our paid, social, SEO and content teams collaborate to create thoughtful SEO programs. Watch the video to learn how the team utilizes relationships formed with clients and B2B lead generation tactics to drive quality leads:
Adopting a good SEO program is half the challenge of generating quality leads. In conjunction with personalized programs, we create websites that align with our clients’ business goals. Through the strategic integration of cognitive UX, visual communication and content, our teams work creatively to deliver a user experience that is intuitive and optimized for conversions.
In the Websites at Walker Sands video, our Senior Director of Digital Marketing Matt Brown, and Design Lead Jillian Kent, discuss how we work together with open client communication to bring web projects to life.
Today’s digital landscape demands an effective digital lead generation program coupled with a compelling website. Talk to us about your business goals and learn how Walker Sands Digital can work with you to reach your B2B business goals.
At Walker Sands, we pride ourselves in our ability to infuse unexpected creativity into B2B brand driven campaigns. Last year we worked with a long-term client of ours, CompTIA, to launch one of the agency’s most interactive and social centric campaigns to date.
CompTIA, the nonprofit trade association for the tech industry, came to Walker Sands to help them address one of the largest issues in the IT space, the gender gap. CompTIA wanted to tackle this problem by bringing mainstream awareness to the tech industry’s chronic lack of diversity and position itself at the center of the change process.
CompTIA asked Walker Sands’ to come up with a campaign that would shine a light on why so few girls are pursuing careers in IT, looking beyond the popular myth that girls simply aren’t interested in technology. The end goal: capture the imagination of tech employers, tier-one media outlets and most importantly the up-and-coming generation of female tech professionals.
The team, lead by account director Annie Gudorf, kicked off the project with a review of existing research and quickly discovered the current data available lacked the scope and focus necessary to identify the real issues preventing girls from pursuing technology careers. Gudorf’s team worked laterally with other departments of the agency to create an integrated campaign that would catch the attention of both the media and their target audience, young girls.
The path was clear for understanding the people the campaign needed to reach. The team developed a comprehensive focus group approach of girls ages 10 to 17 to capture data that would be hard hitting with IT execs.
To focus the campaign, and drive home its message, the team centered the campaign on the cultural icon Rosie the Riveter. Birthed from the migration of women to the workplace in World War II, Rosie provided the perfect vehicle for connecting with the campaigns’ diverse audiences. This time around Rosie would be called on to take over the IT space, from developing cybersecurity solutions to creating mobile apps in the IT workplace.
In essence, the campaign used the Rosie icon as an entry point for telling the stories of women who’ve made their marks in tech and inviting a new generation of women to incorporate tech careers in their own stories, hence the campaign name and slogan “Make Tech Her Story.”
The campaign centered around an interactive landing page that allowed visitors to build their own Rosie avatar from a diverse selection of attributes. The hub also housed a 30-page e-book based on the research and compelling documentary-style video with scenes from the focus groups and one-on-one interviews with girls.
Through gaining the support of industry influencers and an integrated communications strategy, the campaign garnered more than 600,000 social media impressions, 35,000 video views, 180+ media placements, including features in national media outlets like The Economist, Fast Company, Forbes, CIO, plus a host of other impressive metrics that can be found in the case study here.
Most importantly, the campaign connected with the individuals capable of making change happen by steering more women into IT careers.
Looking to infuse a little more creativity into your B2B strategy? We thrive on partnering with clients to creatively engage their B2B audiences to tell their story. Reach out to our creative services team to learn how we’d help to influence your brand’s influence.
On a recent trip to Silicon Valley, while waiting in the lobby of Digital Garage to meet an old friend, Greg Kidd, I had the good fortune of meeting entrepreneur Patrick Levy Rosenthal, the CEO of Emoshape.