Borenstein Group

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Tech-Trend: Digital Branding Case Study

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Innovative IT Management Consulting Firm Elevates its Digital Brand Presence with an Award-Winning Presence to Match Growth in the Competitive IT Services Market

Borenstein Group Helps Tech Trend, a Fast-Growing Cloud SaaS Partner to Large IT Enterprises, Differentiate Itself in a Crowded Field of Systems Integrators

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Marketing Challenge

TechTrend helps customers achieve success today and address future needs through advisory services in cloud computing, IT engineering, cyber security, and mobile enablement, as well as innovation in designing, developing, and implementing solutions. And as an end-to-end partner, it provides reliable and rapid access to commercial technologies through preferred contract vehicles and business partners. Earlier this year, TechTrend selected and engaged the Borenstein Group, its trusted branding partner, to create a new look and feel that will reflect the firm’s expansion and the addition of secure cloud migration using Microsoft Azure and Amazon’s AWS along with the infusion of business intelligence analytics that differentiates it from many systems integrators.

Strategic Solution

With the trusted partnership of Borenstein Group, who worked in close collaboration with the corporate management team and principals, TechTrend has rehauled its overall brand with a new tagline, a new web site and the company’s print materials from corporate marketing collateral to case studies and proposal covers, helping it get ready to compete at the next level for larger opportunities, larger proposals, and larger projects.

Results

Positioning TechTrend as not only an innovative choice but as a safe choice for large enterprise IT decision-makers has enabled the firm to grow with confidence. In addition, it was recently announced that TechTrend had won the coveted Vega Centaury Awards for Best Web Site for Information Technology companies for its digital rebranding efforts. With over 1,100 submissions from 30 countries throughout the world, Vega Digital Awards is administered and judged by International Awards Associate (IAA) and a carefully selected panel of internationally-esteemed creative professionals. The Association oversees awards and recognition programs, provides judges and sets competition standards for excellence. But don’t take our agency’s word for it, watch TechTrend’s CEO describe the experience of working with the Borenstein Group.

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TEACH-NOW: Digital Branding Case Study

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Leading e-Learning Institute Rebrands to Attract & Prepare a New Generation of Mobile-First Teachers for the Age of Digital.

Borenstein Group Helps TEACH-NOW Create an Award-Winning Digital Brand Destination to Recruit a New Generation of Teachers for the Age of Distance Learning.

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Marketing Challenge

Unlike other teacher preparation programs, whether online or traditional brick-and-mortar institutions, TEACH-NOW is an activity-based learning-to-teach model where candidates are grouped in small 10-person cohorts and move through a series of modules together, working and learning collaboratively in virtual meetings, discussions, and group work as well as individual projects, with a focus on deep interaction among candidates and instructors. The program familiarizes teachers with the technology that many of their future students have already mastered. They are also sharing information with their instructors and the entire cohort of candidates—including a large percentage from other nations—thanks to a pioneering patent-pending digital platform with both asynchronous and synchronous elements. In order to position itself for further growth and recruitment of new teachers globally and in the United States, TEACH-NOW retained the Borenstein Group to help reinvent its digital strategy, User-Experience (UX) and overall brand awareness.

Strategic Solution

Using advanced behavioral analytics, Borenstein Group crafted a responsive digital strategy for TEACH-NOW, built to help express the client’s organizational alignment with the new generation of teachers that are using mobile first, who are teaching a new generation of students that are learning online, using their tablets, iPhones, Androids, and the web as the hub of knowledge. This made it imperative to communicate how e-learning is done, quickly and efficiently through design, content marketing, and overall experience, to prove that the ‘medium is the message’. Borenstein Group’s digital strategy and execution included redesigning the User Interface (UI) and User Experience (UX), leveraging sophisticated data insights, and comprehensive competitive analysis of other distance learning organizations, as well as the production of a series of digital video testimonials from teachers who attended the program, to evoke authenticity and instantly connect with international prospects. Borenstein Group also optimized the digital site for mobile users, as well as enhanced the Search Engine Optimization supported by a highly effective national Search Engine Marketing campaign for sale enablement and recruitment marketing.

Results

Within a 90-day period from the launch of the new digital brand, TEACH-NOW’s website has achieved triple-digit growth in both organic and promoted search engine traffic of qualified visitors from prospective candidates across the world. User engagement and time spent on site have increased exponentially and the organization has been able to expand its operations with the look and feel of a world-class competitive brand in the teacher preparation market. In addition to meeting the strategic Key Performance Indicators (KPIs), the new digital brand destination has won two international digital branding awards. Borenstein Group has won The Hermes Creative Gold Award, which recognizes outstanding work in the global creative industry. Hermes Creative Awards are administered by the Association of Marketing and Communication Professionals. In addition, Borenstein Group has also won An Award of Distinction in the School/University Website category by The 2016 Annual Communicator Awards. 

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Advantech Wireless: Digital Branding Case Study

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World Leader in Terrestrial Satellite Communications Solutions Launches Digital Brand and Responsive Website

Advantech Wireless, global leader in smarter satellite communications solutions,
launches digital rebrand and new responsive website to increase market share for its innovative satellite technologies.

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Marketing Challenge

For more than two decades, Advantech Wireless had built a legacy of excellence, designing and manufacturing terrestrial satellite communications solutions for military, government and commercial clients. Advantech Wireless’ solutions are central to missions of global significance, and enable communication to remote and challenging regions in the farthest reaches of the globe. However, in an increasingly competitive market, Advantech Wireless leaders realized that in order to achieve continued growth, the company needed to develop a digital brand that accurately reflected its advanced capabilities and proven expertise. Further, Advantech Wireless needed a digital presence that made it easier for customers to locate products, and interact with the Advantech Wireless sales team. To bring this plan to life, Advantech Wireless executives turned to trusted partner Borenstein Group to develop a strategic brand to take the company to the next level of success.

Strategic Solution

Borenstein Group began by meeting with key stakeholders across business development, engineering, manufacturing and executive leadership at Advantech Wireless’ global headquarters in Montreal, Canada. During this in-depth discovery phase, Borenstein team was able to identify key differentiators that make Advantech Wireless solutions distinct from competitive providers. Borenstein developed the new brand tagline “Smarter Solutions, Global Reach.” to capture the innovation and importance of the company’s solutions. The Borenstein team designed and developed a new, modern, responsive website complete with robust product search functionality to enable fast and easy access to the company’s hundreds of products. To complete the brand launch, Borenstein wrote, designed and produced a high-impact brand launch video to introduce the new digital brand to market. In addition, Borenstein has produced collateral, and a collection of customer testimonial videos to give Advantech Wireless customers a clear voice to validate the company’s expertise.

Results

Advantech Wireless continues to win awards for innovation, and excellence in product design. In this way, the world is consistently honoring the company’s “smarter solutions.” Now, Advantech Wireless has a modern and engaging digital brand that accurately reflects the company’s continuous innovation and expertise. In a highly competitive industry, Advantech Wireless is a front runner with a responsive website, and digital tools that are leaps ahead of the competition. Customers have the ability to search, locate and request a quote on specific products, which accelerates the sales cycle and improves customer service. Overall, Advantech Wireless is now positioned to achieve strategic growth and provide “smarter solutions” for a broader global audience.

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Priority 5: Digital Branding Case Study

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Real-Time Data & Video Analytics Innovator Shows off Its SaaS & PaaS Capabilities with New Digital Presence

Priority 5 provides Homeland Security, Defense & key agencies with advanced data visualization software that empowers decision makers with a common operating picture of real-time events. When a major political event was about to put Priority 5 on the world’s stage, Priority 5 chose Borenstein Group to develop a high-impact website and video collateral to introduce the innovators to the market and earn new business.

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Marketing Challenge

Priority 5 Holdings is a trusted provider of software solutions for situational awareness and decision support. The company’s innovative products include software tools, interactive dashboards and analytical frameworks which operate in a single, cohesive platform. Priority 5’s versatile, flexible and interoperable software was selected by security coordinators for use at the 2013 Presidential Inauguration. The Priority 5 team tasked Borenstein Group with undertaking a comprehensive rebranding effort in a short 25-day time frame in order to deliver in time for the event. The tasks included internal messaging, redesign of company website, multiple case studies, white papers and brand architecture.

Strategic Solution

Borenstein Group strategy team began by conducting intensive interviews with senior leadership, managing directors and other key stakeholders in order to identify issues regarding the existing brand. The team conducted a thorough competitive analysis to determine effective positioning tactics.

Borenstein strategists and creative team then developed messaging including brand pillars, mission, vision and values statements, as well as an engaging and impactful new tagline. The team then generated case studies and white papers to further convey the message. Borenstein design and development team produced a new, accurate, captivating and user-friendly website featuring latest advancements in responsive design.

The website was implemented on a content management system. The highly interactive and user-friendly CMS offered greater flexibility and performance, allowing Priority 5 marketing team to make quick and accurate updates as needed. Borenstein copywriters worked closely with Priority 5 in-house communications managers to write compelling web copy that explains the value of Priority 5 in a manner that enables the target audience to understand the highly technical aspects of the Priority 5 offerings.

Results

The direct one-on-one approach and the intense dedication to achieving a successful product enabled Borenstein Group to complete the requirements in time for the Presidential Inauguration. The new creative brand and targeted messaging launched Priority 5 as a top competitor in the field of situational awareness and event disaster recovery. Borenstein Group’s strategic approach and creative execution enabled Priority 5 to achieve its goals, expand its reach, and be seen as a leader in their field, while effectively communicating highly technical terms to the targeted audience.

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National Air Cargo: Digital Branding Case Study

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Major Logistics & Air Cargo Leader Expands Its Global Footprint with Responsive Multi-Site Digital Brand Destinations

National Air Cargo and National Airlines have built a solid legacy by delivering mission-critical cargo and passengers to challenging locations around the world. National tasked Borenstein Group with a global rebrand including three cutting-edge websites, video and collateral to help National arrive at “Destination Excellence.”

 

Marketing Challenge

National Air Cargo and National Airlines hold an impeccable reputation for providing mission-critical logistics support to military forces, for delivering essential supplies when lives are on the line, and for arriving on time with indispensible items that keep businesses and military operations running uninterrupted. For more than two decades National had successfully supported U.S. and coalition forces at home and in inhospitable regions throughout the globe. However, as the global supply chain industry evolved, and military expeditions changed, National senior leadership recognized that in order to continue to remain at the forefront of the global logistics community, the company would need to enhance its digital brand and unify disparate business units under a single, meaningful brand identity. As a result, National leaders tasked Borenstein Group with a strategic digital rebrand in support of global business development.

 

Strategic Solution

Borenstein Group strategic and creative teams immediately began working in close partnership with National’s key managers and decision makers. The process began with comprehensive interviews of National’s global business development team, as well as key stakeholders and clients. From the initial research, team Borenstein was able to identify and articulate National’s key strengths into a concise series of brand pillars that form the foundation for National’s strategic messaging, including the new tagline “Destination Excellence.”

This message was brought to life through three remarkable new websites: a central unifying brand destination,www.GoNational.com, along with dedicated sites for the Air Cargo wing, www.NationalAirCargo.com, and passenger Airline, www.NationalAirlines.com. Each site incorporates the latest advancements in user experience and user interface, including fully responsive design, and a unique parallax scrolling feature that mirrors the motion of an aircraft in flight. The websites also incorporate advanced technology that enables users to book a seat or track a shipment, anywhere, any time, from any device.

 

Results

After working in close partnership with Borenstein Group, National Air Cargo / National Airlines now has a bold, powerful and technologically advanced brand identity that effectively conveys the company’s past performance and proven expertise. The release of the revitalized brand follows in tandem with expanded passenger service offerings, and comprehensive multimodal logistics services. Now, National is strategically positioned for growth in the competitive global logistics and passenger transport arenas, and is effectively poised to enter a new era of success.

 

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TCOM Persistent Airborne Surveillance: Digital Branding Case Study

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Growing Defense/Aerospace Leader Demonstrates Its Superior Aerostats’ Capabilities with a Client-Focused Digital Brand

TCOM aerostat systems are soldiers of the skies, providing affordable persistent surveillance to U.S. military and homeland security forces. TCOM tasked Borenstein Group with a digital rebrand. The outcome: an award-winning website and strategic PR that helped TCOM achieve record growth.

 

  • Portfolio Desktop Borenstein Group TCOM

 

Marketing Challenge

TCOM is the global authority in airborne persistent surveillance solutions. For over 40 years, TCOM innovations have continued to revolutionize the design, manufacture and deployment of LTA systems. In order to earn new business in the increasingly competitive unmanned aerial surveillance market, TCOM turned to trusted partner Borenstein Group to undertake a comprehensive rebranding effort, including internal messaging, new website design, production of capabilities videos, design of collateral pieces and trade show materials.

 

Strategic Solution

Borenstein Group marketing strategists conducted intensive interviews with TCOM management, engineers and in-house marketing team in order to first identify and articulate TCOM’s key strengths and value proposition. Once the core principles were identified, Borenstein creative team developed concise messaging to convey the value strategically to target audiences.

Borenstein Group designed and developed a revolutionary new website which features the latest advancements in user interface and user experience. The new site incorporates animation and motion to literally put users in the perspective of an elevated aerostat. The Borenstein creative team worked closely with TCOM subject matter experts to write, shoot, direct and produce a compelling capabilities overview video, along with several additional vertical capabilities videos to present TCOM products and abilities in an engaging and action-oriented manner.

In addition, Borenstein Group design team created impactful, modern collateral pieces including case studies, sell sheets, capabilities documents and trade show materials that added consistency and coherence to the overall brand presentation.

 

Results

Borenstein Group’s rebranding effort ushered in a new era of success for TCOM. Currently, TCOM’s aerostat-based persistent surveillance systems are in demand to a greater degree than at any time in the company’s 40 year history. The new TCOM website has earned intense interest and praise throughout the defense aerospace industry for its use of interactive design, its clean and informative presentation and its use of compelling video as an user engagement tool. Overall, the TCOM-Borenstein partnership resulted in TCOM experiencing immediate business impact and substantial growth in the market space.

 
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