Situation

PRE-PRODUCTION: Arrow’s Enterprise Computing Solutions division tasked ASPENCORE Studio with the production of 12 technical articles and seven videos to support the launch of the new ArrowCloud.com property.

PRODUCTION: While a third-party vendor was used for the design of the site, the ECS team identified a need for copywriting the web pages. They also identified additional space within the site that could be nicely complemented by additional video clips.

POST-PRODUCTION: Following the successful launch of the ArrowCloud.com property, the ECS team sought a means for marketing the new URL while also getting visitors to actively engage with the pages of the site.

CLIENT

Arrow

DATE COMPLETED

July 2017

WHAT WE DID

Content, Design, Trivia

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Strategy

To meet the copy needs for this project, ASPENCORE Studio employed and managed a team of 10 writers, all with varying talents and specialties, to cover the breadth of topics that cloud technologies covers. This includes infrastructure, security, mobility, big data, backup, and disaster recovery as well as productivity and collaboration, among others.

To meet the video needs of this project, ASPENCORE engaged the Studio’s entire video department to record interviews with a dozen Cloud experts from the ECS team. Services included scripting, location set-up, recording, post-production editing, and final delivery of numerous video clips, each running approximately one-minute long.

To meet the marketing needs for this project, ASPENCORE’s copy, design, and brand strategists collaborated to create an interactive trivia game that not only encouraged site engagement but also could be adjusted to target two different audiences: internal Ar- row staff members and external ECS partners. The game was supported by several prize giveaways, with winners determined

by analytics reporting that ASPENCORE Studio produced on behalf of the ECS team.

Solution

ASPENCORE Studio’s copy strategist worked closely with the third party web development team to ensure all copy was optimized for web performance and met pre-determined word count to ease translation needs.

The Studio’s copy strategist also handled the development of 12 technical articles, including topic proposals and arrangement of interviews between the writers and ECS Cloud experts, along with standard editorial duties such as proofreading, editing and designing formal white paper templates.

In terms of video production, ASPENCORE Studio created seven category-specific videos, which was the initial request from the client. During the website development phase, two additional categories were identified as being in need of video support, and so the Studio created these additional clips; this included one fully animated video, a request from the client. With nine category-specific videos in place, it was determined ArrowCloud.com would also benefit from the addition of high-level videos, to populate more general sections of the site like the homepage. To meet this request, ASPENCORE Studio produced five additional videos, all featuring members of ECS’s upper management team.

Finally, in terms of marketing the new ArrowCloud.com, the ECS team asked that the Studio help produce two versions of a trivia game, both of which would feature prize giveaways. The two versions were meant to address different audience types: internal Arrow employees and external ECS partners.

Two versions of questions were created around the strategy of having participants go to the new Arrow- Cloud.com web site to find the answers. Both games were delivered on time and proved quite engaging with both audiences. Prize giveaways were determined by leads generated from participant sign-up details—this data was collected by ASPENCORE Studio and delivered to the client for the selection process.

Results

In total, ASPENCORE Studio helped support the launch of the new ArrowCloud.com property with 12 white pa- pers, 14 videos, 25 copy written landing pages and 2 versions of a trivia game, all over the course of a single business quarter.

“Thank you for cranking these out so quickly – you guys are rock stars!” ECS Project Manager, in regards to the delivery of final PDFs of the white papers.

 

“Thank you for your time in helping get the game page up and running. The employee side deployed yesterday and went flawlessly. Our team is picking the winners as we speak and is already looking at future state options with the game to generate even more awareness.

Please pass on my sincerest thanks to your team as we’re all quite pleased over here with the final tool and results!”

– ECS Digital Analyst, in regards to the Trivia Game.

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