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Recent PressBamboo Bottle Co. Ledama Olekina 2012 LemonAid TODI |
THE BUZZ:Bamboo Bottle Launches at Outdoor RetailerThe most environmentally friendly water bottle that doesn't leach chemicals into your drink. Yes, We Kenya!Calling All Kids!A Brand For Those Who Beat Their Feet |
MICROARTS CREATIVE AGENCY DIGITAL PRESS ROOM.Welcome!
Being in the limelight for a bunch of creative types is fairly uncomfortable, so this is our first news room in 22 years of being in business. Originally, we crafted this news room to support our non-profit efforts (learn more about LemonAid). Then it began to grow. Imagine that. The MicroArts Brand. The Timeline.1985 - Launching our first projectThe Welcome Back Coupon Book is born. Targeting college students returning from summer break, the coupons are redeemable at a range of area businesses. Within five years, the largest book is 128 pages with a distribution of 100,000. Learnings about coupon promotion and design are still leveraged today in our consumer brand promotions programs. 1988 - We get incorporated.Our first major project is to design the user experience and graphical user interface for a sales force automation application targeting the pharmaceutical sales industry. Of course, it isn't called "user experience", "graphical user interface" or even "sales force automation" yet. American Express acquired the client and our contract extends. Our business development secret? We found this client in a classified want ad; they were looking for a full-time employee. Our latest GUI/UX design work includes an AJAX interface for a web application with 6 million annual users for Skillsoft.com (NASDAQ = SKIL), a leading destination healthcare website DoubleCheckMD.com, a social media web application TrustPlus.com and most recently an iPhone application soon to be launched. Creating the user experience is essentially the crux of a brand experience. 1989 - Expanding knowledge in a growing industryNantucket Software launches a new version of Clipper development software, announcing they have 150,000 users. MicroArts makes friends with the quickly forming industry of third party add-on tools for Clipper. We retain the major industry players to create all product marketing communications for brands like Blinker, Funky and Grumpfish, to name a few. This was our first taste of being the marketing communication agency of record for three companies that started in apartments and then grew to become multi-million dollar, multi-national brands and ultimately monetized for the big win. This experience made us hungry to do it again, and again. 1990 - Targeting the next boom marketSoft Warehouse had grown to become CompUSA, the largest computer superstore with $600 million in sales. It took some time, but over the next eight years, we earn the agency of record for McAfee, APC, The Learning Company, Lego Interactive, Hasbro Interactive, Red Hat Software, Broderbund, Mindscape, Mattel, ScanSoft, Dragon Naturally Speaking and L&H. From 1990 to 1998, MicroArts launched no less than 200 consumer product brands into the retail channel. Our consumer marketing communications experience is deep from WalMart to super stores to big box stores. This consumer brand knowledge has been invaluable to MicroArts today as we bring a dozen new consumer brands to market, including a massive brand in the pet industry to brands in footwear, iPod accessories, luxury items, a presidential hopeful, a soccer stadium, a retail chain and even a super drink. 1991 - The leading edge of technologyMicroArts invests in buying a $14,000 Macintosh computer rumored to be the fastest graphic design "workstation" in the state of New Hampshire. We officially become computer junkies; Photoshop, Freehand and Swivel 3D softwares become our addiction. Today, if you've even been to the agency, you know we continually push beyond "what's new" in technology and how we best leverage that for our business and our clients' businesses. 1992 - Home sweet homeMicroArts buys a barn: and it is still our agency home today. Over the next five years, our barn begins to define our culture—rustic on the outside with a hip, high tech feeling loft on the inside, something you might see in SOHO or perhaps Greenwich Village. This was the year of the party. The barn was properly christened. Not sure we learned much that year, except how to be a landlord. However, we did learn about the Internet (heard it was going to be really big) and started to follow it like an obsessive hobby. 1994 - Identifying innovation opportunitiesIn its first press release, Netscape (a company that would be acquired by AOL in 1999) announces "Netscape Navigator", a software packaged in a box, available at CompUSA. The web buzz builds fast and we focus on determining how (and to what extent) we should leverage it to launch brands. Little did we know. Today, we create self-service websites. Consumers can self-qualify themselves as viable prospects, demo a service or product, buy it, and eventually be empowered to evangelize the brand. Leveraging the long tail of the Internet and integrating robust inbound marketing programs, relevant visitors are driven into the pipeline through well-planned landing pages. What's next? We are always researching and even helping to invent it. 1995 - MicroArts jumps on the internet "trend"Amazon.com sells its first book and the B2C destination website mayhem begins. We follow this evolution in awe and quickly determine that B2B.com corporate websites will be our next niche. In parallel, our traditional marketing communications agency business is booming, with a growing list of soon to be household brand names. Today, our web development experience includes self-service corporate website design, B2B exchange design, robust B2C and B2B2C e-commerce websites, iPhone application design, and social media websites in over 25 different industries. Our clients are all aggressively leveraging the web to drive new revenues and increase brand leadership, recognition and equity - 24/7/365. 1995 ½ - MicroArts.com launchesOne year before The Wayback Machine starts achieving website history, we jump in. We feel we are a little early but positioned perfectly to start leveraging the Internet for our client brands. MicroArts starts developing websites for many of our early adopting clients. We are excited to be on the cutting edge of marketing communications; even though websites at the time are more like Yellow Pages Ads. Today, we can safely claim we have our finger on the pulse, identifying what's next on the web. From Website Design Strategy to Internet Marketing Strategy, we are incorporating "what's next" into our Inbound Marketing and lead generation programs the moment it becomes viable to do so. 1997 - B2B.com commerce boom hitsOver the next four years, MicroArts sets the brand strategy, go-to-market communications plan and GUI development of web applications for the leaders of the pack including Celarix, HoustonStreet.com, RedHat, TyCom, Raytheon, iMany, ICG commerce, iPhrase, Audible, PaperExchange and a half dozen other brands. It is a crazy time (as you recall). We never sleep, nor do our clients. We got our first taste of brand naming an idea, actually many business ideas, that enjoyed rapid growth, went public and MicroArts became the agency of record. During that time, we began to perfect the creative process, the go-to-market process and strategies, the team chemistry and skill set to move fast...incredibly fast. We apply these same practices today; some call it our "methodology" to be fancy. Today, we employ the Ultimate Marketing Mix into our go-to-market strategies. It is the most efficient and effective manner to bring a new brand to market and capture the long tail revenues on the Internet. 2000 - We are sought outMicroArts is acquired by a $10 billion dollar Saatchi & Saatchi spinout, Cordiant Communications Worldwide, as a strategic acquisition. They leverage our unique combination of brand strategy and Internet marketing into their XM Worldwide company. The barn rocks with amazing creative energy. Though exciting to know we had a desired edge in Internet marketing, the term "MeetingArts" was coined. We learned; today, we have very few internal meetings. They are more like standup huddles around a monitor and then we execute. 2002 - Dot.coms prevailMicroArts, like most agencies, moves aggressively to stay in the black, which we are able to do - by a few pennies. We make a few funky executive decisions that really challenge our resolve. It is a challenging time of growth, but our team is full of good people and great creatives, so spirits stay positive, in most cases. We learned how to choose our clients as carefully as they choose us during this time. We learned to look beyond the idea, the product, the funding and into the people themselves, our client partners. We also learned to stay positive in business even if there was really no visible reason to do so. 2003 - Taking back the helmOur parent company, Cordiant Communications Worldwide, is about to be acquired by WPP, the second largest creative agency holding company, globally. We are given the opportunity to be privately owned once again and relive the dream one more time. We do a complete CTRL/ALT/DEL restart. We know the exact agency we want to be. We've remained true to this vision. We created a boutique agency stuffed with a unique combination of brand strategy, brand launch and Internet marketing domain expertise. A creative team that could hang or be injected into a big brand name agency if we wanted, but doesn't; an agency that is a true extension of our clients' businesses. 2004 - Integrating launch PRWe extend our expertise in brand strategy and Internet marketing into launch public relations. The rationale is simple. Both the brand strategy team and the PR team are aiming to position the brand to launch a new product category, early in a new product's life cycle. We solve the overlap that had created a lack of open communications between the two teams by launching our PR communications practice. The collision of internet publications, and 97 million blog readers in the US alone, with traditional print, radio and news PR makes our decision to launch a PR practice even smarter. By early 2005, our Internet Marketing, PR and Brand Strategy teams are in lockstep. It is truly a phenomenal combination for both client effectiveness and our clients' efficient and accurate ability to manage key brand initiatives. Our first client to leverage PR, Brand Strategy and Internet Marketing teams limelights this success. The OhMiBod Brand has been in 50+ news stand publications, on TV and radio and appeared as Hollywood product placements. It's discussed on over 500 blogs internationally at last count., and has expanded to over 36 countries in as many months. 2006 - Google acquires YouTubeGoogle buys YouTube for $1.65 billion. MicroArts believes Google has figured out how to catalog and prioritize video content according to search words. Six months later, we launch our web video production studio—TV quality production delivered fast and cost effectively. Over the next two years we storyboard, shoot, edit, produce and seed 75+ viral videos, video case-studies, "client success" testimonial videos webcasts, video product demos, tradeshow booth videos, etc. for our clients' brands. HD is on the horizon, so MicroArts invests in three new HD video cameras and premium sound equipment. Today, we leverage video at all levels of our brand strategy execution. Web video is at the center of our clients' brand voice, bringing its message alive. The world can not only read about your brand, but also, hear it, see it and virtually experience it. Our web video enables us to take a clear, concise and memorable brand position and message and make it more believable, more tangible and therefore—more buyable. And this is still just the beginning. 2007 - Leading the next trend in branding and Internet MarketingMicroArts creative team is heating up. Four out five MicroArts clients report surpassing target revenues. The brand strategy and design teams are lauded as Navy SEALs teams for brand launching and development. Our Internet Marketing team is crushing it with its predictable inbound marketing results that are changing lead generation business models. This same year, MicroArts films a documentary, www.LemonAidMovie.com, establishes a left coast design office in Portland Oregon, and our Principal tells his team it's the best he's lead in his 22 years at MicroArts Creative Agency. Today, Internet based Inbound Marketing has grown into what we call the Ultimate Marketing Mix. We are figuring how to make marketing investments in Inbound Marketing formulaic, yielding predictable conversion results and therefore accurate ROI forecasts for a client's marketing investment. The marketing world is changing (again) and MicroArts is dialed into what's next, what's smart and what our clients will be seeking…an exciting time. 2009Since 2003, our brand strategy, brand design, Internet marketing and public relations agency groups has launched or repositioned a wide spectrum of brands. Here is a snapshot of the breadth of our brand launch strategy: |
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MicroArts, a creative agency focused on brand launches, brand positioning, website design and Internet marketing, is based in New Hampshire. |
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