Nothing succeeds quite so well as success.
But we think you’ll notice something else—the method behind the magic. Each case study, like all our programs at McBru, starts with a clearly defined strategy as well as metrics. Only then do we get down to the “how” to apply the advertising, PR, interactive, social media and the other tactics from our full-service Bag of Tricks.
Enjoy these tales of how we helped clients achieve their goals. Then let’s talk about yours.
The Itanium® Solutions Alliance, formed in 2005, is a global community of hardware, operating system and application vendors dedicated to accelerating the adoption and ongoing development of Intel® Itanium-based solutions. Traditionally, the Alliance has focused its PR strategy on cultivating media relations; mining editorial, speaking, and awards calendars; and promoting an annual awards event. After taking the reins of the Alliance’s communications strategy in 2008, McBru added a multi-faceted social media effort that has achieved success across a broad range of touch points not available just a few years ago. The agency used social media to expand discussion around the Itanium architecture, boost effectiveness of influencer relations, improve key audience engagement and contribution metrics, increase participation in Alliance marketing programs, and grow membership in the Alliance.
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Data-center software company PolyServe (now owned by HP), on a blogging effort that has done pretty well. Our role on the project was to develop the overarching strategy, provide counsel on blog platforms, and provide ongoing advice and tips designed to ensure the blog’s ongoing success. Within about a month after launch, PolyServe’s sole blog, written by Oracle expert Kevin Closson and focused on Oracle clustering, reached several key objectives: influence with customers and pundits as well as being the largest referrer of traffic to the company’s corporate Web site.
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Thriving in “the unstable middle” of the semiconductor pack, with $160 million in revenue, SMSC competes against much larger, broad-based rivals leveraging mature brand names such as NEC, Philips and National Semiconductor. The company had reorganized and prepared itself to exploit fast-growing USB and embedded Ethernet markets in three major regions: North America, Japan and Asia. SMSC chose McClenahan Bruer Communications (McBru) as its advertising agency of record to develop a new brand that would unify and renew the company’s visual identity and provide a basis for stronger connections with customers, partners and shareholders through consistent, measurable brand executions worldwide.
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