Client: GuideTech
GuideTech is a high-tech company with great products. After
changing its name from Guide Technology Inc. to one easy-to-remember
word, it wanted to create a brand that would be quickly recognized
in the semiconductor test market for its cost effective test
and measurement solutions. e21 designed a completely new
look for the company, more in line with their actual business
goals, and realigned its industry image by using a “wraparound” approach
to marketing communications, successfully integrating the
company's public relations, trade advertising, product collateral,
and tradeshow design to produce a unified and effective market
presence.
Client: InnoCentive
InnoCentive is a unique online community dedicated to matching trained scientists
from all over the world, with science-based corporations seeking innovative
solutions to challenging R&D problems. Starting in 2001, through its marketing
firm in Asia, e21 has successfully generated widespread recognition
for InnoCentive and provided market education to the Greater China arena through
media publicity, press conferences, and sponsorships.
e21 also implemented a comprehensive University and Government Outreach
Program in China comprising academic events, partnerships, and competitions,
resulted in recruitment of 100,000 new scientists over a short period of time.
In addition to promotional activities in China, e21 is partnering with local
PR agencies in Tokyo and Seoul to launch the client's Japanese and Korean
Web sites, respectively, with a planned series of in-country press conferences
and other events. In the US, e21 continues as InnoCentive’s PR agency.
Client: Konka Group, Ltd.
Konka, the largest branded consumer electronics manufacturer and retailer
in China, launched its U.S. operation in Silicon Valley with a small staff
and a very limited budget – factors totally different from its China
marketing strategy. e21, recognized by Konka as a successful public relations
agency in San Francisco and Beijing, was asked to help brand
this unknown entity in the highly competitive U.S. market, and to achieve market
share, visibility, and penetration of retail outlets through innovative channel
marketing strategy.
Through public relations efforts, e21 positioned Konka as a maker of high-end
TVs by widely publicizing its soon-to-be-introduced HDTV’s and by leveraging
its novelty as the first major CE manufacturer from China to enter the U.S.
market. e21 targeted and received coverage from prestigious media such as
the NY Times and CNN, and obtained product reviews in almost all major CE
media.
e21 also helped build Konka’s retail channel of regional retailers,
moving to big box electronics stores in the second year. Our strategy was
to focus on the elegant design features of Konka's products through the tagline "Designs
for Life." We used CES and smaller local trade shows to showcase Konka’s
products. e21 developed a branding look-and-feel for Konka, producing product
literature, Web site, corporate brochure, retail marketing and sales guides,
and packaging. For CES e21 designed, directed construction, equipped, and
staffed a 50'x60' booth. This CES show resulted in the successful signing
of several major new retail accounts for Konka.
Client:
Nike
In the summer of 2007, e21 was selected by Nike to manage a series of promotional events In China. It marked e21’s entry into the sports marketing arena.
Starting with Nike House, which coincided with the China Fitness Exhibition, this was a fitness “party” where personal trainers coached guest attendees. This was followed by Tennis Junior Tour,part of Nike’s worldwide Junior Tour International Masters. 128 tennis players, ages 12-14 competed for four available spots to play in the 2007 International Masters Final in Torino, Italy. Then we managed the entire "Where’s the next?"Soccer Campaign. The goal of this 6-city road show was to discover the next generation of Chinese soccer superstars. Co-sponsored by Hunan Star TV, this event featured soccer activities, product displays, and tryouts to reach and inspire young soccer players ages 14 -19 throughout China. The event kicked off in Shanghai, then proceeded to five other cities: Beijing, Changsha, Guangzhou, Wuhan, an d Chengdu. Then, in October, we successfully wrapped up the year with NBA superstar LeBron James' China Tour. To promote Nike's newly released signature sneaker, the Nike Zoom LBJ V China Colorway, Nike invited James to visit Shanghai to participate in a series of promotional events. James also led his Cleveland Cavaliers against the Orlando Magic at the NBA pre-season game in China. Nike also sponsored the LBJ Museum in Shanghai, a display dedicated to all things LeBron. These events attracted several thousand fans eager to catch a glimpse of the basketball king. e21 directed all segments of this LBJ China tour and was also responsible for the online and offline promotions of these events.
These Nike campaigns mark another series of successful consumer oriented integrated marketing programs by e21.
Client: OSIsoft, China
OSIsoft is the world's leader in real-time performance management software
with over 10,000 installations in 80 countries. To help the company penetrate
the lucrative Chinese market and manage emerging government standards that
threatened its business, OSIsoft retained e21to develop a market education
and awareness campaign.
e21 developed a comprehensive program consisting of Chinese language Web site
and collateral, media relations, advertising, seminars, conferences, and direct
marketing programs. Today, the company has over 100 applications in China and
is widely recognized as a leader in its industry segment.
Client: Shell Attraction & Recruitment Retainer Services in China
In 2006, e21 was chosen by English marketing agency Dawson Walker Communications (DWC) to execute Shell Attraction & Recruitment Retainer Services in China. Our primary work was talent recruitment via campus marketing. After setting the goal for both graduate and professional recruitment in China, we developed a competitive analysis for Shell and refined our recruitment marketing strategies. e21 leveraged participation in human resources and industry associations to create a “Win-Win” for Shell and its employment candidates. Part of the services we provided included advertising design , media placement and local distribution channels . Based on our success in China, today e21 can provide services to other Shell business units and for other regions too.
