ActiveVideo LLC
Re-launching a virtualization technology innovator
“As a growing business launching new, market-changing services, ActiveVideo required big ideas, a clear plan of action, experienced feedback, and resources who could jump in quickly and make a difference. Synima Group was able to make immediate impacts to our strategy. They’re experienced enough to listen, understand our needs, and go, without micromanagement. Synima Group has been able to build up, evolve, and drive our core marketing initiatives very successfully, but they’re more than that – they look at our business as their business.”
— COO, ActiveVideo LLC
Who is ActiveVideo?
A west-coast, software virtualisation business co-owned by Charter and CommScope. With a unique portfolio of IP, ActiveVideo’s cloud-technologies enable advanced user interfaces to cable and IPTV set-top boxes, serving operators around the world.
What was the brief?
60 Days from the annual International Broadcast Conference, ActiveVideo commissioned SYNIMA Group, to name and prepare the launch of their new technology solution - and subsequently manage their brand and marketing activities ongoing.
PHASE 1
Deliver a refreshed business identity; Product messaging, Branding and show-presence at the International Broadcast Conference, Amsterdam
Product Marketing
Step 1 in conveying a technology solutions's value is to deeply understand how it works, the value it creates and then ensuring a shared understanding among stakeholders. Synima Group, expedited this process within days, establishing the value proposition, product presentation, and all related content materials. Subsequently, positioning, solution narratives, and product messaging was delivered, empowering all customer-facing staff to articulate the core proposition.
Brand and Identity
Ahead of launch, the ActiveVideo brand identity was gently refreshed to be more emblematic of the youthful, optimistic, global tech business, it aspired to be. This was rapidly rolled-out across all external touch-points, from a cosmetic website update, to events, presentation materials and collateral items. Concurrently, sub-brands and solution naming was reviewed, legacy brands retired and a core focus placed on ‘AppCloud’ as the flagship name for the new technology solution.
Event Management and Execution
Preparing the IBC event presence, an assessment of engagement needs and technical requirements was completed to maximize footfall and awareness of AppCloud technical showcases. Leveraging existing customer contacts and Synima Groups’ industry networks, a comprehensive meeting schedule was established, ensuring the right people were present. On-ground build was expertly executed in collaboration with Synima Group event partners, Hart Wilcox.
PR, Social, Media and Analyst Relations
To boost awareness and build thought leadership, Synima Group and partner agency T/F/D executed a comprehensive media and analyst engagement strategy, including announcements, newsroom support, interviews, and a social media outreach program during the launch. Additionally, a panel and speaker program was implemented to drive increased engagement and generate new leads.
PHASE 2
Amplify AppCloud Launch and build an infrastructure for marketing.
Leadership, Management and Organization
Synima Group integrated into the ActiveVideo management structure, with full-time membership on executive staff, and were provided with ActiveVideo credentials and titles, representative of the leadership responsibilities.
Strategy and Planning
Synima Group collaborated with ActiveVideo to set objectives, manage a 12-month plan, and ensure financial transparency, with a focus on reaching and engaging key stakeholders through digital-first marketing efforts
Marketing Processes and Digital Platforms
'HubSpot' was selected and implemented as the CMS, prospect database, marketing automation and analytics platform, enhancing engagement and seamlessly funneling prospects into the SFDC CRM. With this a new website was designed and launched.
Brand and Product marketing
ActiveVideo's brand identity was further optimized and expanded across all digital channels and materials. Product marketing ensured consistent messaging, differentiated from competition, supporting customer engagements.
Content Development & Sales enablement
Synima established a content development process delivering product presentations, papers, videos, web content, blogs, newsletters, offers, and translations, to support awareness and sales activities. Sales teams were equipped with collateral, presentations, and training to maintain a consistent narrative.
Campaigns, Social, PR & AR
Quarterly campaign cycles were initiated to target OTT Content Providers and Developers, aligning marketing and sales efforts for the commercial launch. Synima and partner agency T/F/D managed newsroom, social media, customer announcements, and media/analyst briefings, maintaining a regular blog and editorial calendar for ActiveVideo's website.
IMPACT
230% increase in organic search traffic
55% growth in overall web traffic
>400% increase in traffic from Social
AppCloud established as no.1 in search results for ActiveVideo
Overall brand discoverability greatly enhanced through front-page search results on keywords