The B Series Part 1:
Awareness Campaign Overview
Awareness. Interest. Evaluation. Trial. Adoption.
We recently launched an awareness campaign we dubbed “The B Series” because the conceptual thread of the multi-part campaign is built around a large graphic “B” from our Brainstorm logotype. We’ll be documenting the process on .think as it unfolds.
The Audience
We selected 200 regionally-based influencers and decision makers representing industries in which we have demonstrated experience. Although a recipient could leapfrog directly to interest, evaluation or even trial at any juncture, our primary objective is to create awareness about Brainstorm among people we believe would benefit from our areas of expertise.
The Campaign
Designed to roll out over 8 weeks, the campaign incorporates variable data to create personalized communications across a variety of media. All components were produced in-house; the only vendors engaged were for printing and fulfillment.
The campaign is designed to culminate in a personal introduction as a first step to establishing a true relationship and opening dialog to discover whether our strengths fit their needs—the best way we know of to begin to move through the next stages toward adoption.
What’s in it for Me?
Each touchpoint offers strategic informational downloads the recipient can use when planning their next integrated marketing effort. We’ll share these with you in future articles.
The Numbers
In addition to creating awareness, we’re doing small-scale A/B testing which will influence strategy for our next campaign.
The final piece of the puzzle will be the metrics—the end results. How did we do? How do we interpret the data? How do we use it in the future, both to our benefit and our customers’?
Stay Tuned
To keep track of the campaign simply subscribe to our .think email notification or our RSS feed. Anytime you visit .think look for the B Series tag under “Topical Thought” to catch up on the latest update or read the whole series.
Tags: Design, Featured, Branding, Process, Brainstorm News, Advertising, B Series
