“By monitoring this, we were able to set the record straight,” Osowski says. Established a presence in social media and tracked its rebranding progress through social listening.Įarlier this year, Osowski picked up on a comment in social media questioning what Yorktel was up to and misinterpreting what it’s new direction was about.
Tied its SEO and SEM activities into its website, and updated the site with much more content, resulting in a doubling of visits in one year.In establishing its first truly integrated marketing program, Yorktel also:
In a six-page brochure, Osowski and her team managed to clearly define what Yorktel could do for both enterprise-class corporations and smaller B2B businesses-at the same time setting the messaging agenda for Yorktel executives.
#FINETUNES TV SOFTWARE#
Much the same proposition as software as a service, the cloud-based program allows users to deploy sufficient capacity to support demand spikes across large user bases, support IT staff in handling global conferencing issues, and work out interaction between myriad reception devices. Through trade ads and content marketing, Osowski and her communications agency established the Yorktel Videocloud brand and introduced the concept of video as a service. “But the thought at most companies is, ‘Oh, my AV department can handle that.’” They all have their own languages,” Osowski says. “Integrating all the new technology and remote devices is a monster. Osowski’s challenge was a difficult one: to politely inform customers and prospects that everything they knew about video conferencing was wrong. The most important concept Yorktel wanted to establish in its marketplace was that it was a managed services company, not just an audio-visual integrator. We wanted to highlight who we were now, but everybody was saying different things.” “So we needed a cohesive change of message. “Part of the reason that they are so terrified to speak in front of an audience or present their ideas in print is that they are not confident in what they are saying,” Osowski says. Her initial goal: Give these engineers, who question things for a living, a sense of self-assurance.
They began blogging and appearing on panels at industry events. “But the people to put in front of the public are the ones with the awesome ideas.” She brought in a public relations firm to give the company’s thought leaders media training and help them make their ideas palatable for a general audience. “Yorktel employs some really smart, really innovative people, but they’re not public speakers or bloggers by nature,” Osowski says. As Yorktel evolved the identity of its business into “video as a service,” Osowski leaned heavily on public relations and content marketing to redefine the company’s positioning. Unified marketing strategy and integrated communications were foreign concepts to the company, which had been forced to alter the services it provides to a business world peopled by remote workers who join video conferences on tablets and smartphones. The 25-year-old Yorktel, which implements and manages video systems but does not sell hardware, had been focused on operations. When Samantha Osowski left Panasonic last year to become director of marketing at Yorktel, a video conferencing services provider, the first ad tagline she employed in re-branding her new employer was “Best Kept Secret.” She has since dropped that theme, signaling that Yorktel’s first truly integrated marketing campaign has had an effect.
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