KoiFish Communications staff has worked with a wide array
of consumer and technology clients. Our current client list
includes:
Toshiba is one of the World's leading consumer electronics and PC
manufacturers
Stalk
Market is the leading provider of 100% compostable disposable
tableware and food packaging in the US. The company's products
are designed to degrade quickly in a composter or landfill
and provide an environmentally superior alternative to disposable
plastic or polystyrene products.
Northwest Signal is a leading supplier of smart traffic control systems. The company provides the most advanced traffic controller technology on the market, giving traffic engineers the ability to make roadways better, safer and more efficient.
The Rover campaign was designed to rejuvenate the SNICKERS®
brand in the minds of teens and young adults to communicate
SNICKERS' "instant satisfaction" positioning and authentically
demonstrate SNICKERS' support of the extreme sports lifestyle.
To reach our target audience, we created a two-tiered program,
focusing on online and grassroots tactics. First, we created
an online community, a "for riders - by riders" social network.
Next, we developed "The Rover" - an all-expense paid dream
job (complete with Hummer H3 and unlimited SNICKERS bars)
for one lucky rider to travel the country attending premiere
riding events and documenting the whole rad adventure online.
Results
- Far exceeding the original goal, the program has actively
engaged more than four million members of the target audience,
through grassroots and online-based efforts.
-
Achieved 100% positive coverage of The Rover program (Goal:
70% positive coverage)
-
Collected more than 1,800 online job applications for the
Rover position (Goal: 300 applications)
-
To date: 3.4 million unique hits to theonseason.com and
516,000 hits to the Rover blog (Goal: 300,000 hits to the
onseason.com)
- Non-traditional and marketing media applauded SNICKERS
for its "effort to smartly reach an audience immune to traditional
media."
-
Coverage has appeared in media outlets such as The Boston
Herald, CBSNews.com, CNN.com, Adrants.com and AdAge.com,
TransworldSnowboarding.com and Snowboard-mag.com
Mentor Graphics
KoiFish
Communications' principal, Dean Rodgers, headed an agency
team that represented Mentor Graphics from 1999 to 2005. During
that time, the agency's efforts combined with the Mentor's
renewed focus on marketing and public relations, resulted
in increased awareness and an "unfair mindshare" for the EDA
industry's number three player.
When
the agency began working with Mentor Graphics, the media's
perception of Mentor graphics was that it was a company in
turmoil, lacking in consistent corporate or product messaging.
Gary Smith, the leading EDA industry analyst for Gartner Group,
likened Mentor Graphics' "also-ran" reputation to that of
a "nice guy salesman in the brown rumpled suit; old, stodgy
and unremarkable."
The
first step in the Mentor Graphics media makeover was to create
an "Editor's Day" press event where all of the industry's
press and analysts were able to hear from the heads of each
division and meet with the entire senior management team.
For the first time in more than a decade, members of the media
were given clear, concise messages on the company and its
vision for success. The event was a tremendous success and
built the foundation for a highly-effective media relations
program that lasted for six years and included a significant
business press and financial analyst component.
From
2002 through 2005, Mentor Graphics secured more bylined article
opportunities than its competitors for sixteen consecutive
quarters. And, although Mentor was roughly half the size of
its two largest competitors, Mentor consistently generated
as much or more media attention in both the trade and business
press. In 2004, according to results of Mentor's independently
commissioned research, Mentor became #1 in the market in terms
of brand recognition among the industry's key customers. This
same study identified media coverage in key industry publications
as the one of the top two most significant drivers of awareness.
