Here’s a smattering of our favorite, decidedly deep tech, work.
ON Semiconductor
Netmercial ads
Objective: Create brand preference for ON Semiconductor and its power efficiency solutions, while driving engagement with designers.
Solution: Create innovative “netmercials” featuring video of ON Semiconductor’s engineers speaking in candid, technical terms directly to designers. Brief in length, the video snippets compelled designers to click through to see the remaining video, generating double-digit CTRs on a consistent basis.
FEI “Welcome to the Nanoscale”
Objective: FEI sought to raise awareness of “who we are, what they can buy from us, and what differentiates us.”
Solution: Create a series of print and online ads that shows customers how FEI will help them navigate very unfamiliar terrain as they move into the nanoscale.
SGI Netmercial ad
Objective: Support of SGI’s launch of its real-time visual complex event processing solution, EventVUE™, and thereby drive engagement and generate leads.
Solution: McBru developed a series of rich media ads that featured compelling visuals targeted to prospective customers within each audience segment. Using its tried and true Netmercial format, McBru capitalized on powerful still and video assets that “spoke volumes” to drive the results SGI was looking for.
Polyserve/HP Advertising
Objective: To raise awareness of our client’s Windows software for data centers among a Windows-partial audience that knows it needs to implement a software product but has only found satisfactory options for a Linux environment.
Solution: McBru created a print advertisement that relieved Windows-partial data center staff that our client’s product would give them optimal results without making them abandon the Windows environment.
HP Banner ad
Objective: Raise awareness and preference for HP as a foremost supplier of Microsoft SQL Server consolidation software for SAP applications in select worldwide markets.
Solution: As part of a global advertising and lead generation campaign that included everything from Webcasts to white paper offers, McBru developed and managed a high-impact, rich-media advertising campaign, using a variety of formats, that was run to markets worldwide.
Reaction Design Identity and collateral
Objective: Breathe new life into a 10-year-old brand mired in the worlds of R&D and academia.
Solution: McBru gave Reaction Design the contemporary look and sound of a true Clean Technology Chemistry leader, reinforcing how the company is forging the way to cleaner burning fuels and the engines to run them.
SMSC Brand Identity
Objective: Create a new brand identity that ensured relevancy with the key markets and audiences-more differentiated from its competition.
Solution: Using the McBru Brand process, we created new brand ID statements, new logo, all new corporate touchpoints, as well as a new collateral strategy to support the new look and feel.
TriQuint Online Teaser Campaign
Objective: To maximize participation for a 25TH anniversary celebration among RF designers and scientists worldwide.
Solution: McBru devised and executed an online anniversary celebration complete with brainteaser questions and drawings for valuable prizes. To prime the pump for the celebration, McBru concocted the “GaAs=Ag” teaser campaign delivered through email and banner ads. Through them, the companion microsite collected hundreds of email addresses from targeted contacts who were subsequently invited to “join the party.”
On Semiconductor Advertising Campaign
Objective: Build global awareness — and stronger preference within specific vertical markets — by leveraging ON Semiconductor’s position as an expert in energy efficient solutions and services.
Solution: McBru had already built considerable brand equity for ON Semiconductor through product-focused campaigns. This time, McBru designed and managed an integrated print and online campaign communicating expertise in specific vertical market segments. In addition to a series of fresh, visually striking print ads, the campaign employed a high-impact rich-media solution — expandable formats in which users could navigate to specific information, technical papers and assets for each industry, all within the banner itself.
Itanium Solutions Alliance Newsletter
Objective: Revitalize a dated newsletter for increased readership and brand affinity.
Solution: Following an established brand identity, McBru carried out a ground-up redesign of the newsletter creative and established a new editorial process, bringing key content into the preview pane and placing diverse media assets in dedicated content zones. Observing best practices in database nurturing, we merged a host of disparate legacy email lists into the McBru Direct platform for improved tracking, management and segmentation.
Centennial Software Email Marketing
Objective: To nurture a database of IT administrators closer to a sales conversion for our client’s IT security products.
Solution: McBru designed and executed an email marketing campaign that nurtured segmented lists of IT administrators with targeted, relevant content such as links to webinars and incentives such as discounts.
Reaction Design Corporate Site
Objective: Develop a new corporate site that reflects the company’s new brand identity and improves the user experience.
Solution: An extension of a comprehensive rebranding effort, the new site reflects Reaction’s position as the leader in developing the most efficient, cleanest combustion systems, by creating a site with clean and efficient visual and information design.
Aeroflex Corporate Website
Objective: Better reflect Aeroflex’s position as one of the top global companies in the microelectronics and test & measurement industries.
Solution: For Aeroflex’s corporate Web site, McBru reorganized a collection of disparate pages representing different company divisions and then applied a refresh of the company’s brand identity. The result was a vibrant visual design and consistent user experience across the whole of Aeroflex.com.
Synplicity Annual Report
Objective: Create an annual report that supported Synplicity’s brand identity while effectively and professionally communicating the required information.
Solution: McBru expressed Synplicity’s playful yet driven brand immediately through this Annual Report’s headline: Two Thousand Won. Both highlighting a successful year in a down market and maintaining a smart yet playful tone, our approach to the cover of this annual report set the right tone to invite and maintain reader interest.
FEI Company Marketing Communications
Objective: Communicate to customers and prospects FEI’s incredible depth of application expertise and on-going technological innovations.
Solution: Create a brochure and support collateral that speak directly to the scientists and engineers in the semiconductor labs of the world. Balancing technology and product information with FEI’s considerable application expertise, the collateral articulates the most common customer applications and defines how FEI helps improve the efficiency, effectiveness and quality of their applications.
Biamp Collateral
Objective: Introduce a new product line into a new market while building on strong brand presence in related markets – all in time for a major industry show.
Solution: As one part of a complete launch effort for the Vocia line of paging and voice evacuation systems, McBru developed the theme “Sound That Moves People” that captured the next evolution of Biamp’s “For The Love of Sound” motto. McBru updated Biamp’s collateral look & feel and then designed, wrote and produced the piece on schedule for a very successful product launch at Integrated Systems Expo.
Tektronix Corporate Brochure
Objective: Communicate Tektronix’ market position to nurture innovation in new digital technologies and to help its customers get products to market quickly.
Solution: Tektronix has a long, storied history driving innovation in the technologies that underpin the digital marketplace. With fresh design and smart copy, this brochure spotlights technology breakthroughs and customer successes in key market segments, educating Tektronix customers and prospects of its influential role in “the new digital world.”
Reaction Design Cover Story
Objective: To raise awareness of Reaction Design’s new software solution, ENERGICO, within the industrial power generation market.
Solution: Through proactive pitching and relationship nurturing, McBru was able to satisfy the managing editor’s interests in developing a cover story that would publish in time for a major industry trade show. McBru arranged an in-person interview for which the editor flew to the client’s home city. Out of this interview, Reaction Design received the opportunity to provide cover art for the story, which McBru then conceptualized and designed.
Isilon Systems Financial Announcement
Objective: To raise awareness of Isilon System’s turnaround story among financial and business press.
Solution: McBru drove strategy and execution to maximize coverage of the fact that Isilon had achieved profitability for its first time. McBru set up media interviews and constructed pitches that highlighted the company’s storied past, without divulging market-sensitive information. On the day of the announcement, the company not only received coverage in the Wall Street Journal and all major Seattle press outlets, but also got to ring in the Nasdaq’s closing bell. Additionally, Isilon conducted day-of-event interviews with BusinessWeek, Thestreet.com and elEconomista that led to even wider coverage.
Itanium Solutions Alliance Community Management
Objective: Establish a vibrant online community to supplant a one-directional communications model.
Solution: Taking the role of community manager, McBru replaced a poorly trafficked blog written by a single, paid writer with a community-generated blog that serves as the hub of a comprehensive social media program. Establishing and managing presences on Twitter, LinkedIn and Slideshare, among other properties, McBru helped the Alliance evolve from one-way communication with its stakeholders to an interactive dialogue involving its members, solution end-users and organizational sponsors.
Software Association of Oregon Online Community Management
Objective: Foster online community involvement among its members as well as companies who’d not discovered the value of joining Software Association of Oregon (SAO).
Solution: McBru helped strategize the development of the SAO online community and the growth of its membership. We’re currently the community managers for the 2,400-plus community, which software developers, managers and others use to share everything from news and photos to job opportunities and events.
Altium Word-of-Mouth / Social Media Program
Objective: Drive awareness of new, innovative product despite an environment of dwindling media outlets.
Solution: Faced with a shrinking list of journalists covering electronic design, Sydney, Australia-based Altium needed to launch its NanoBoard 3000 in a way consistent with its “hype free” culture. McBru recommended an offline and online word-of-mouth campaign that took advantage of electronic engineers’ trust in their peers and increased use of social media (from blogs to Twitter). McBru unearthed engineers using social media and journalists who had engineering backgrounds, and offered them a trial of the NanoBoard 3000. In return, Altium requested open and honest feedback to improve its product. Articles, blog posts and tweets are now building momentum behind the product, and Altium has incorporated user feedback into its business.
