Establishing Thought Leadership While Pivoting

The Challenge

Bambu needed an agency that could:

• Could become expert in a range of technologies, and their corresponding issues, in order to execute the program effectively.
• Identify and leverage compelling industry issues for each solution – e.g., health issues/circadian disruption with traditional LED lights, sustainability and energy costs of traditional paints, etc.
• Prioritize the many different stories to tell, given the many different audiences and needs, to develop traction rather than try to tell each subsidiary’s every month.
• Focus on thought leadership to raise visibility and help explain the company and its technology.

Strategic Approach

The client had limited resources. Birnbach Communications came on board, and went to work on messaging, strategy, thought leadership and outreach needed to span seven different audiences and multiple media audiences.

Our campaign combined multiple elements like executive profiles and interviews, and bylined and blog articles. And, we targeted multiple media – broadcast, business, trades, and leveraged existing relationships.

We developed the plan, which include a global editorial calendar for the overall company, based on product roadmap milestones such as announcements, trade shows, news and seasonal buyers’ trends. This enabled us to maintain a balance of the content flow to support each product initiative. And, we often had to revise the plan, and account focus, in real time as company or market needs changed.