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Archive for: Phoenix Marketing and Advertising Agency's Advertising - Case Studies

Leveraging a two-day conference for a year’s worth of content

August 16, 2019

Most people are aware that event production goes hand-in-hand with integrated marketing and advertising. It’s assumed that event production teams can plan and execute an event. But why would someone turn to an agency that deploys cutting-edge, integrated marketing technologies for advertising and branded customer experiences to plan and drive the success of this type of event? Content.

Authentic content, relevant content, engaging content. And more advertising content. See the big picture? Do you know what this means? We have planning an event down to a science—so do most top event planning companies, but (and that’s a big BUT) do they plan to maximize your opportunities to leverage all of the content that could be generated out of a two-day event? In all possible marketing channels, for far longer than the two-day event? We do, and we do it well.

A top integrated agency has all the elements and talents in one place to supercharge your event strategy—a true capability to take your brand and event to the next level. To create a successful event, we now aggregate everything that comes out of the event and leverage it for the rest of the year for the success and growth of the next event.

One event equates to a year’s worth of marketing-centric assets to increase the brand footprint, reduce costs, and translate the event results for the following year. Talk about great return on investment!

“The marketing is definitely flying on many cylinders. As we keep pursuing many channels to get our message to prospects it will continue to bear even great fruit!”

—Client’s Sales Manager

So, not only does an integrated marketing and advertising agency, such as FabCom, plan a more successful event (hyper-segmented cohort-specific communications) than an event planning company, top agencies optimize the event while it’s happening for maximum interaction (4K live-steam, merchandising, on-site social media team, on-site show flow coordination, just to name a few), and harness all of the content that’s created during the event (plan and record the entire event to yield the most powerful customer experiences and potential content, and capture one-to-one brand interviews). The agency then becomes responsible for building the content (capture the content with the intent to extract for advertisements, event promotions, and customer interactions) for the rest of the year to create a more successful event the following year.

Planning the first-year conference

One of the marketing firm’s clients wanted to bring together colleagues
and clients to create a typical workshop sales event to discover and train the various uses of their open source software platform within their targeted industries. After talking through scope and logistics, the client needed a cohesive event strategy. FabCom worked with the client to develop the opportunity to make this event a first ever approach within the industry, thus the conference strategy was born.

While an integrated agency facilitates all aspects of event planning, including but not limited to venue and hotel booking, administering programs and show-flow, live event coordination of speakers’ presentations and event content, there are many value-added aspects put into play that a typical event planning company or in-house doesn’t consider.

Ninja thinking

The event strategy was based on creating an arms-length brand around the event nomenclature and conference identity and leveraging it as a third-party digital validation of the main brand to drive digital equity and superior quality content.

This was accomplished through meticulously-designed elements to promote brand cadence and capturing the entire event in 4K video for live-streaming and future distribution of marketing and aggregation of new advertising promotion through the live video capture. Hyper-segmented and content-specific targeting and dynamic advertising messaging to multiple segmentations was created in stride by bringing together thought leaders and event attendees from all over the world.

As it was the inaugural year, a significant amount of event marketing strategy was put into play to create momentum for the coming years. The main goal of year one was bringing together available thought leaders from the client’s contacts and relationships to present talks, case studies, and panel discussions promoting the use of industry software. As a result, the teams would glean the content recorded and create the needed momentum validations and excitement for the successful promotion of the next year’s conference and the parent brand.

Situational SWOT

There are many steps to planning and executing an event to the level of sophistication seen at this inaugural event. This advertising case study breaks down the situational SWOT and details the agency’s value-added strategy concepts and turnkey event implementation to make this brand-building initiative successful.


Client had a rolodex of existing relationships with thought leaders in related industries to leverage for the first year’s targeting.

Client already planned a more focused workshop sales and employee event— thus, reducing risk by 50%.


No one attends the first year of a conference with the exception of contacts asked to present.

Targeted event attendees must see tangible value without proof/review of previous events.

60 days lead time from go-forward direction to the event production date.


No other similar format for an industry- wide event has been produced for this industry sector.

Leveraging a budget-neutral, non- scalable sales workshop the client was planning into an immensely scalable and brand equity-producing event.

Cross-pollinate industry experts and happy users around existing customers to drive loyalty and customer goodwill.


Position of industry “best experts” or true “thought leaders” was open to take or lose to another brand in the reemerging category.

Scaling up the costs to the level required to get stakeholders outside the brand’s existing relationships to come to the first-ever event.

Event advertising, positioning, and messaging

Marketing research and analysis is the critical starting point for strategic thinking. Integrated marketing and advertising pros separate the market research trends, events, and key issues into their component parts to determine the significance of each and then reassemble them to maximize clients’ advantages. The result is effective, high-impact marketing and advertising that costs less to implement because it has the focus and structure to penetrate the target markets and motivate specific actions.

To create an intimate atmosphere, the agency dynamically segmented companies within the open source community matching the client’s areas of industry concentrations into content segments and positioned the conference as an event dedicated to the top thought leaders in the industry. Thus, creating a future advantage for the content and platform.

Twenty-five different speakers from thirteen companies were invited to present and share their insights to foster thought leadership conversation within a professionally leveraged format. This year’s purpose was not to generate revenue—as the client was striving to convert existing relationships through marketing and existing sales funnel leads by expanding the community, engagement, company relevance, and education.

osicon event advertising images

Year two will see the marketing agency maximize year one to expand the event to wider audiences unknown to the client, that the client wouldn’t have connected without the conference brand, value equation, and organic authenticity created first.

Based on in-depth research, the agency engineered an event identity, independent of the existing brand, by leveraging their same key words, positioning the investment to align with advertising, and produce waterfall digital content. The key was authentically capturing thought leadership, projected to function as a coherent, connective, and convertible, year-long campaign for the brand. The cross-disciplined agency team focused on capturing the educational element of the event and the benefits the attendees would enjoy.

picture of campus at night

How to pick a conference venue

The event production team needed to create an atmosphere of intimate, tech-related learning. Since the initial reason for the conference was to bring together thought leaders within enterprise resource planning (ERP), the agency knew another client (a technology university) would be the ideal host. Not only did this benefit both clients by keeping costs low and promoting the campus, but the theater and classrooms created the perfect atmosphere.

The integrated agency production teams designed and planned the details of every piece of branded material, distribution, and how it fit into the environment. By creating signage, designed with thought leadership in mind, at high navigation points, attendees were able to easily find their way around the campus.

campus map

Same type of people, different demographics

Not only was the location, size, and atmosphere ideal for this education forum, but as a technology university, the attendees, speakers, and students all share similar interests. This created great energy and promoted the educational feel of the conference through the camaraderie with similar-minded individuals.

How to create event pricing through price anchoring

The agency created incremental value for the first ever event through positioning of premium-tiered experiences to merchandise ticket values through price anchoring. Price anchoring is a pricing strategy that refers to the tendency to rely heavily on the first piece of information given when making decisions. Meaning, display the product you want to sell at the price you want to sell it at next to similar products at different price points. Because of this cognitive process, a $10 ticket is more likely to sell if it’s seen next to a $100 ticket. Research has shown that if you’re offering three tiers, the ticket price you want to sell the most (e.g., the ticket price that will enable you to hit your profit goals) should be the middle price to provide the best price anchors.

There are many factors to consider when developing a pricing strategy, both short- and long-term. For example, pricing needs to:

  • Reflect the value you provide verses your competitors
  • Match what the market will truly pay
  • Support your brand
  • Enable you to reach your revenue and market share goals
  • Achieve the goals and objectives for the initiative

Before developing an event-specific pricing strategy, it is critical to sync and define positioning, create the connective brand strategy, and identify the possible distribution channels. Because pricing influences how the market perceives the offering, defining positioning, brand strategy, and channels first ensures pricing reflects value and reinforces the brand. This is in contrast to undermining the connective corporate and ongoing marketing and advertising/sales messaging strategy.

It’s key to match the pricing strategy to your value proposition. An event’s price sends a strong message to the market—it needs to be consistent with the value you’re delivering. If your value proposition is operational efficiency, then the price needs to be extremely competitive. If your value proposition is product leadership or customer intimacy, a low price sends the wrong message.

To successfully price an event, understand the event’s cost structure, investment tolerance, and profitability goals. Understand how much profit the company needs to generate for sustainability (to set scalability for the next year) and success of the strategy (pay off in ROI of marketable content and positioning).

Event ticket pricing structure

In order to create the right ticket pricing structure for the event, the agency first analyzed the competitors’ prices and looked at a wide variety of direct and indirect competitors to gauge where the event price should fall. As the new conference brand and delivered value start to aggregate and align with product leadership, tickets were priced accordingly through determined price sensitivity in relationship to the initiative goals and objectives.

Introduction pricing

Originally, the agency tested a two-track pricing structure—general admission and student. After concerns that the general pricing was too high and not congruent with similar conferences, the agency added an additional track— Enterprise Software User, which became the general admission ticket. The original general admission became the Industry VIP/Presenter to create a tiered-ticket pricing structure. After reviewing the analysis of the landing page and cart, the agency also implemented an intelligence mechanism that will prompt customers with a chat box.

ticket table

A higher price typically means lower volume. In relation to showcasing the top thought leaders in the industry, this kind of pricing strategy development also portrays a sense of exclusivity and superiority; setting the tone for what people will expect to see next year.

Final dynamic pricing structure

To create incentive and value, each ticket was priced at an early bird special and subsequently increased to full retail value two weeks prior to the event.

The result of the initial ticket prices was designed to index and reflect an esteemed event that’s top in its class. The upscale pricing strategy adds to the imbued of value, creating the feeling that if you didn’t attend, you missed out on a valuable experience.


Gathering industry thought leaders

In an effort to assemble top thought leaders, two subject-specific segmented tracks were created. This was accomplished by aligning a valuable experience to current search intent threads by researching thought leaders from pertinent industries and the client’s network.

To make the conference more personalized, the client handpicked some of their customers to share personal experiences. Because the client included their contacts, the agency was able to tailor a VIP experience for them.

Focus on talks, case studies, and panel discussions

Content development requires smart, engaging words and properly micro- coded, visceral images that shine through all the other advertising noise. By focusing on engaging individual consumers in a conversation about the brand, integrated marketing firms build trust and loyalty. In a conference setting, content development comes directly from the mouths of the thought leaders.

In order to leverage the conference as an educational forum, content consisted of presentations, case studies, and panel discussions. This added focus on education provided quality content that spanned many topics, including the technical side of software—how to use software to the benefit of your business. Personal testimonials, proof of growth, and the future outlook were also featured topics.

4k live feed

In addition to planning the event, top marketing agencies supply all on-site event production labor including videography, sound, lighting, and staging. While the first-year strategy was to curate all footage for advertising the second-year conference, the agency produced a livestream of the entire conference in 4K, for additional traction. FabCom broadcasted each speaker and panel discussion, while video recording them for future content.

The cross-disciplined agency team utilized a three-camera set up in the
main auditorium and a two-camera set up in the breakout room. Agency team members on deck and running the show included:

  • Showrunner/Director
  • Primary Audio Engineer (A1)
  • Audio Assistant (A2)
  • Camera Operators (x4)
  • Media and Technology Director (show flow director)
  • Business Intelligence/Social Media Team
  • Event Coordinator
  • Event Producer
  • Event Coordination Assistant

All of this dedicated tech expertise served three purposes:

Gain more viewers, more promotional content, and more digital equity

The agency made live 4K streaming production available for people who wanted to attend but were unable. Attending the conference virtually provided interaction with the live-feed social media. In addition, streaming live video allowed attendees to consume the content at a later date and more than once. By providing an information basis, online footprint, and backlink to previous conference content, the decision-making process also becomes easier for second-year prospective attendees.

Leverage content for next year

The creation of 4K video of the entire event allows the agency unlimited content opportunities to promote soundbites for future direct and social promotion. A ten-minute, unedited video can be positioned to produce 30 different advertising opportunities—imagine what an integrated agency can do with two full days of unedited content. The assets will be central in telling the story of the first event, creating value, desire, need, and inclusion for next year’s promotions and website.

Create feeling via video positioning

The conference was filmed in a specific style to promote the intimate setting, while creating the expectation of a high-profile event. While invites were exclusive for the first-year event, the design of the inaugural event was to foster the feeling that people were missing out on valuable information by not being there. Capturing the excitement with a specific style of lens and cinematography during year one, created momentum, value, and drive for year two, which was the main goal.

Filming professional interviews

Filming interviews was an integral part in creating authenticity for future promotion of the event. The client handpicked a few customers that he knew would present well on camera that could articulate their experience with industry software and how it has benefited their company. Through a multi-camera set up, this gave a personal touch and validation to the benefits of working with the client as well as attending the conference.

From the client standpoint, this was an opportunity to create customer testimonials and gather individual experiences.

Active social media

Because social media is among the most powerful networking platforms available today, a cross-disciplined agency integrates social media with all campaigns, including event production, and manages platforms to build conversations, reciprocity, and relationships.

Drive traffic to the event and client

The agency created a fully-functional landing page and website for the event, crafted the media promotions, and gave the client the tools to reach out to individual people. The agency designed and printed the invitations, created the EventBrite ticket page, and crafted the progressive messaging emails.

With the website framework, style, and sentiment already designed, the agency will continue to build it out for year two, making it a multiple year return on investment. The year one investment in the website also indexes the event online. Like the livestream, the website acts as an internet receipt, there will always be a thread for people to follow the conference and reflect on its perceived value. This promotes genuine interaction and helps the conference rank organically online and be found when targets are looking for an event of this nature.

For more details on creating organically-focused marketing, check out the Create Integrated Multi-Channel Organically-Focused Marketing and Advertising white paper.

osicon mockups

Focus on building an event promotion foundation on Facebook and LinkedIn

Facebook is extraordinary for community event promotion—200 million people are members of meaningful groups, 78% of American consumers have discovered new products/businesses; user-generated content generates 6.9 times the engagement.

As a networking platform, LinkedIn benefited the client and the conference by showing transparent business connections and interactions, as well as promoting digital authority.

The strategy and tactics for social media allowed the client to start the conversation with new contacts and clients interested in open source. In addition to the agency’s video team capturing the event live, the business intelligence and social media team posted in real-time on the social platforms.

The agency made the decision to focus on Facebook because it is a community marketplace for the more seasoned audience and provides third- party validation to an event. Pre-event social media strategy included posting to promote the event, speaker updates, and enticement to register.

Student recruiting opportunity

Another benefit to both clients were the student recruiting opportunities. Since the event was hosted in the middle of a technology university, this gave the client a great opportunity for students to become aware of the brand and gave the students a chance to gain connections and network for future job opportunities.

Building new relationships and enhancing existing ones between clients and their publics are essential to leveraging brand equity, managing reputations, and establishing greater levels of trust. Public relations initiatives are not after- thoughts—they’re strategically woven into the integrated event planning.

Leads for the client

Aside from leveraging content for year two, another important goal was creating leads for the client. Through the intimate setting, the client was able to build and strengthen relationships with customers by connecting through a personal face-to-face, quality interaction.

Due to the intimate setting and handpicked attendees, the teams were able to tailor certain presentations to the client’s customers. This opened the door to touch on specific value-added benefits that gave knowledge to the conference as a whole and was uniquely specific to benefit the customer.

Through the online presence created by the live 4K video feed and active social media, the client gained qualified leads during the conference weekend, almost triple their monthly amount. The week following the conference, the client experienced 31% percent traffic increase to their website from people who normally wouldn’t have become a lead—and had a total of 108 leads generated from December to March, during the promotional period.

Year over year comparison of organic traffic follows:

table showing organic traffic

Following the conference, the agency sent out a post-conference survey to tailor next year’s experience to expectations. Using the control question “How likely is it that you would recommend [event] to a friend or colleague?” the conference received an overall Net Promoter Score (NPS) of 57. The average NPS is 26 from 179,898 organization responses.

How likely is it that you would recommend OSICON to a friend or colleague?

benchmark scores

Event/environment planning with an integrated agency

The event was successful, but what made the event special? The cutting- edge or “heart” aspect came from the client and agency teams working together, each doing what they do best. Strategy and quality of design. It’s not the what, it’s the how.

The agency team performed all aspects and exceeded expectations to boost the success of the brand, the mission, the cause, and the event. The inaugural year would not have been able to reach these success heights without the cross-disciplined teams from both the client and agency.

Cross-disciplined agency pre-event planning team:

  • Strategists
  • Project Coordinator
  • Business Analysis
  • Production Manager
  • Creative Director
  • Art Director
  • Graphic Designer
  • Copywriter
  • Film Production Project Coordinator
  • Cinematographer
  • Sound Tech
  • Color Tech
  • Video Editor
  • Animator

Design elements

With the right corporate identity, an event can become the engine of brand growth.\

With a transparent name, Open Source Integrators Conference was tactically shortened to OSICON. While the conference name is a nod to the client, the conference wasn’t created to boast about how great the client is. The event was created for the purpose of spreading open source software information to those within the industry and beyond—the client’s brand was positioned as the authentic industry thought leader working for the greatest good of
the industry.

When creating the design elements, the agency team developed ideas that fueled the conference and the client’s brand with the same dollar.

osicon splash design

Positioning of the event played a significant role in the creation of the design elements. As a tech conference, graphics needed to feel modern without looking overly techy or futuristic. Thus, the cross-disciplined design team created a modern-feeling brand through repeating circular elements.

The color pallet was chosen to closely mimic a desert motif, and offbeat colors were used to modernize the theme. Teal, white, burnt sienna, and gold, were used in contrast with each other to pull the design aspects together. This gave the entire conference a professional feel and a sense of unity from the first-impression online to the in-person learning experience.

color pallet

All design assets were created by the integrated agency using the same cross-disciplined team.

  • Website
  • Corporate identity; logo design
  • Backdrop signage
  • Table top display
  • Directional signage
  • Pull-up banners
  • Table skirts with logo
  • Flags
  • T-shirt designs
  • Agenda programs
  • Google ads
  • LinkedIn ads
  • Equipment map
  • Facebook ads
  • Flyer
  • Powerpoint presentation layout
  • Event tickets
  • Sponsor registration
  • Email signatures
  • Notepads
  • Nametags
  • Sponsor registration brochure

Benefits of using an integrated marketing agency to produce your event

The difference that a top integrated marketing and advertising agency makes is return on your investment. When you hire an integrated agency as your event production company, you receive more than a successful event and a couple of videos squeezed from the show flow. You amass content to leverage for the next year and build up the year two conference.

Services Provided Integrated Marketing & Advertising Agency Event Production Company
Event/environment marketing
Video production
Social media integration
Project management
Venue preparation
Show flow
Branding and positioning
Content Development
Corporate identity
Marketing research
Public relations
Strategic marketing planning
Website development
Cross-channel integration
Dynamic marketing
Marketing business intelligence
Media planning and buying
Marketing communications
Real-time dashboard reporting
Relationship database marketing
Sales planning and promotion

FabCom, a Scottsdale-based integrated marketing and advertising agency, has always had a mission to meticulously and seamlessly integrate all driving and contributing elements that influence end-to-end attribution, the customer experience, and marketing ROI. Every piece of marketing and advertising content produced at FabCom is visceral, effective, and strategic, including event promotion, integrated advertising, and production.

To learn more about what an integrated agency can do for your event production and promotion, visit our Advertising Services and check out our Advertising Portfolio.

Event Marketing via Livestream

March 11, 2019




Not everyone has access to the opportunities to help them get to medical school. FabCom, an integrated, strategic marketing agency, produced a powerful social media and event campaign for a leading health sciences university that generated opportunity and access for diverse populations.

The Phoenix-based advertising and marketing agency deployed their video team, comprised of the industry’s top professionals, to San Francisco to collaborate with the University’s client team in the production of a live- streamed video event from the floor of a national student conference.

With the University’s Vice President of Diversity as host, the broadcast featured several current and past students and staff members of the University as well as industry professionals attending the conference.

The “live” aspect of the production created a sense of urgency and immediacy for viewers, augmented by a lead-up social and event campaign urging them to tune in at a specific time. The diversity Vice President also hosts the University’s ongoing “Getting There” series that tell the stories of current students and recent graduates who successfully made the journey.

SNMA annual medical conference

Target Audiences:

• Top 100 undergraduate colleges that matriculate premed students of diverse populations
• Anyone who has registered at the diversity portal in the last two and a half years
• Anyone registered through admissions—of diverse population and interested in future years in our program


• Expand opportunities for target audiences to attend the student national conference, eliminating the barriers of distance and cost.
• Promote the “Getting There” webinar series while also giving students and prospective students a glimpse at an event that can be crucial to their career development.
• Create more opportunities for target audiences to attend the Student National Conference so they can realize the resources
to help them make the journey to this health medical professional and find the inspiration to say “If they can do that, I can do that.”
• Deliver compelling information in a relatable and accessible format while also including key brand messaging such as “Be the Light of Hope You Wish to See in the World” and “Go Where the Light of Hope is Needed Most” in an organic and conversational manner.
• Demonstrate the client’s commitment to supporting those who may be facing challenges along their path to medical school.
• Provide an integrated framework of communications from creating awareness in hard-to-reach communities and demonstrating the clear pathway to supporting future students in “getting there.”
• Inspire prospective/current students to begin their journey with stories from those who’ve achieved their goal of becoming a healthcare professional.


Strengthen the brand identity of this health sciences university by heightening awareness of its commitment to diverse student populations and the diverse communities graduates will serve.

SNMA “Getting There” Campaign

SNMA getting there campaign

HTML invitation

Campaign Tactics:

Social media and event campaign with the deftness to implement various tactics quickly. This not only generates momentum and timing urgency but also to make any change/updates swiftly— within 24 hours.

Tactics included:

• Invitation HTML
• Personalized URL (PURL)
• Prepopulates their information to make it very easy to register.
• Provides information about the program.
• Includes an opportunity to add in someone else and forward to them.
• Thank you/confirmation email.
• For those who register: Receive event reminder emails 15, 10 and 3 days prior.
• For those who have not yet registered: Receive event registration reminder emails are sent out 15 days, 10 days, 3 days prior.
• Event-day live stream and webinars
• Post-show follow up email communications

Event Implementation:

FabCom’s video team deployed best-in-class production equipment for this broadcast, including 4K cameras and a professional-class camera drone for aerial establishing shots of the conference venue. For two hours prior to the start of the live broadcast, FabCom’s camera team filmed B-roll of the venue and conference attendees, which was then delivered to the FabCom’s on-set technical director for rapid editing into an opening package to launch the broadcast.

Graphics and music had been prepared by the team in the weeks leading up to the shoot date, allowing the editing of the intro package to be executed quickly in the field. In addition to being streamed, the broadcast was recorded in 4K for future use.

On the next business day, an enhanced version of the broadcast was completed with additional post-production polishing and was deployed on the University’s social media channels. The broadcast was followed up with webinars recorded at the conference featuring many of the interviewees seen in the broadcast, and these were published as further installments of the “Getting There” series.


Success of this campaign is two-fold: one from a video production standpoint and the other from a campaign implementation perspective.

Sophisticated video capabilities and the ability of the video production crew to pivot on-site contributed significantly to the success of the conference’s live- stream. With FabCom’s preplanning and video expertise, the video production crew was prepared for any scenario and worked with the client’s team to create a seamless experience for viewers.

For this campaign, there were more qualifying respondents in one weekend event than in the previous three and-a-half years of efforts by other communications and marketing teams.

When you combine FabCom’s end-to-end video production capabilities with the power of this Phoenix marketing agency’s social media and event campaign, the result is a visceral connection that eliminates barriers to access and reinforces the strategy. Today, it’s all about combining—and leveraging—a plethora of new tools, tactics, technology, and methodologies that can drive unprecedented marketing and advertising results.

Find out more about the services and methodology leveraged for this project:

Above and Beyond – Where Great Video Production Starts

January 23, 2019



Measuring the Value of Video Content Marketing

When advertisers are talking final conversions or first awareness touches, the difference between perfectly on mark and punched off the list can waste 100,000’s of dollars of marketing and years of efforts.

It’s a question as old as the first advertisement chiseled into stone centuries ago: How do I know if I’m getting my money’s worth on advertising and marketing? Late 19th century department store pioneer John Wanamaker perhaps said it best:

I think I’m wasting about half the money I spend on advertising, but I don’t know which half. - John Wanamaker

Continue reading “Above and Beyond – Where Great Video Production Starts” »

What “Integrated Marketing and Advertising” Really Means

January 18, 2019


Event Production and Integrated Marketing Go Hand-in-Hand.


The savings and additional effectiveness of “Integrated Marketing and Advertising” now includes event production. Hold on. We know they are buzzwords. We hear those buzzwords and many similar — so often, from so many marketing “experts,” that they’ve almost lost their meaning.

In today’s marketing landscape, we have a virtually unlimited assortment of advertising methods, marketing channels, and communication platforms with which to connect with customers and prospects. There’s everything from legacy print and broadcast media to the Internet, social media, and whatever new marketing channel or connection method one of the talented geniuses comes up with this week. It’s not only a confusing field, it is evolving at warp speed. Here’s an image that shows the rapid progression of technology over the past decade.
Continue reading “What “Integrated Marketing and Advertising” Really Means” »

AR/VR leveraged in creation of videos

January 11, 2019




Applying advancing technology is now one of the keys to the strategic approach to marketing when the focus is improving the effectiveness of marketing communications. Some teams are purposely built and driven to create marketing experiences that are dynamic, visceral, and immersive across the customers’ multi-channel, multi-screen and variable environmental brand experience. Why? If marketing teams can’t leverage the tech better than the competitors, then how does your advertising connect better with your targets on the new and tech driven channels your targets choose to interact with? How do your marketers assure your brand ensures the customer experience? By driving preference and ultimately conversions.

Hover documents to zoom-in

It’s simply the most efficient way to best engage customers and prospects at every point along their journey from awareness to consideration, making a purchase, and finally, brand advocacy or loyalty. Effective marketing is always about pushing the envelope of the average. It’s the only way to ensure top marketing agencies continue to deliver extraordinary results. By crafting optimum customer experiences, marketers create brand preference and conversion, in addition to impactful marketing messaging that drives the leads, brand awareness, and preference.

New online video technology creating connection and amazing brand experiences

When YouTube began to stream 360-degree, 4K video, integrated marketers recognized this particular progression of high-quality advertising video as the moment they had been waiting for. An opportunity to launch an initiative utilizing developing video tools and advertising platforms to create and demonstrate a new leading edge for the marketing industry. FabCom had long dreamed of blending virtual reality (VR) with augmented reality (AR) with the ability to display it on any screen (without a headset). The continual expansion of Internet bandwidth, video play, and capture technology provided the opportunity to begin realizing that vision within integrated advertising and marketing campaigns.

Over the next few years, the agency built out a 3,000 square foot image capture creation studio within our 10,000 square foot integrated marketing facility and invested more than $1.2 million in state-of-the-art imaging equipment and software. As industry innovators, we also began re- engineering our staffing to bring in more diversified and cross-disciplined professionals in the new video technologies, creation, coding, and editing arenas. FabCom set out to fulfill the original dream of seamlessly marrying conventional video, VR, and AR. Against the so-called better judgement of many in the field, and by pure definition of the academics, we were told it was impossible (that’s another case study and white paper).

The assembly of video tech and talent within a top agency

The integrated marketing and advertising agency recruited a veteran Hollywood film and television digital video technologist and a professor of video at a top technology university, to co-head up the new studio and help lead us further along the path of the future of cinematography level video, leveraged online for the sake of curating emotional connection and brand preference.

Today, a key software suite leveraged in our image capture studio for compositing is the distributive application, Nuke. It’s the new best standard for compositing within the visual effects industry in motion pictures and television. It’s a best of class, node-based digital compositing application designed for superior quality post-production.

Nuke video creators include:


Hover to zoom

Nuke node graph: Full script

Code-based video editing vs. linear video editing The node-based composite, consisting of python-based code, above, represents an entire multi-image, multi-level video composite as a tree graph, linking media objects and effects in a sequential procedural “map.” This intuitively lays out the progression from source input to final output, giving a video editor much more flexibility and control of functional processes than a layer-based or typically used linear editing software, such as After Effects and Final Cut Pro traditionally leveraged within the industry. Today’s digital video capabilities and platforms allow us to create realistic and powerful immersive experiences which have broad applications in many industries, such as advertising, entertainment, education, technology adoption, healthcare, and many more. We know from quantitative research that these immersive experiences can have a powerful differentiating effect on viewers, as well as, the attraction to engage with and be influenced by the content (see research).

Because the development of these immersive video experiences requires the effort of both top creative and technology “ninjas,” most agencies must resort to using “hired guns” outside their shop to produce quality videos. When creating effective online video that works and converts, we need talent that understands both connective storytelling and the SWOTs of the technology. Nuke node graph: Full script 6 fabcomlive.com

Now, top integrated marketing agencies are embedded with the most advanced video studio and team of experienced integrated marketing pros. This provides advertising clients a huge lead quality, accountability, and efficiency advantage against competition. Plus, it’s the only way to find, know, and become confident in your advertising end to end result performance. These type of new breed agencies not only take responsibility for getting you more leads, but also make sure those leads are converting for your marketing dollar. Video production scenario

A university asked the agency to create an amazing immersive video to assist in their recruitment of students to their degree programs. Because they are a technology university that teaches the programs that produce immersive video, the client has a deeper understanding of the nuances of great online video. They brought in FabCom because of the experience of our video department and their confidence in our video production and marketing ROI values.

The task at hand was to create a video to visualize the present and near future of AR, VR, Artificial Intelligence (AI), and Robotics. The client shared some spots they really liked, which were futuristic, but not “science fiction.” In essence, the agency worked on creating visualizations of real-life scenarios where AI, AR, VR, and Robotics are headed — the degree programs the university wanted FabCom to emphasize in a significant multi-channel, multiscreen, multi-stage advertising and student recruitment campaign.


Before diving into the video production and technical details of creating the TV spot and online videos, here’s a quick, simple chart to help sort out the various rapidly evolving forms of digital videography:

Corporate videos Entertainment videos Training and HR videos Product videos Brand and positioning videos Executive interviews Livestream event videos Advertising videos Virtual tour videos Augmented reality videos 3D and 4D videos Lidar based videos Architectural videos Drone tour videos Micro and macro video production Animation videos Animated explainer videos Dynamic 1-to-1 video production Short and long-form videos Documentaries Promotional videos Video intros and outros (closing screens) Subject matter expert videos And more

The best video production is about the ingredients and the talent

To balance the technical subject matter of the production, several music options were carefully considered to set the appropriate emotional tone for the video’s target audiences. A slow-tempo, progressive audio track was selected to perfectly drive imagery for the demographics of prospective college students, as well as, their parent or guardian decision-makers.

In the editing phase, music and video elements flowed together through pacing of content supported by alternating female and male voice-overs. A new “stinger” animation of the university’s logo was also created to close the video with impactful motion graphics that provide a call-to-action for those motivated to pursue a higher education in these emerging areas of technology.

The integrated production team shot some of the material and also, due to the client’s budget, purchased additional high-quality stock footage. Our senior video technologists led the charge on putting the video together, knowing that our intent was always to really embellish the stock footage with visual effects and motion graphics.

What is the difference between visual effects and special effects?

“Visual Effects” means fantastic imagery creation that happens in postproduction. “Special Effects” are real-action scenes that actually take place on set and are recorded on the camera. Therefore, an exploding car via special effects is a real car actually exploding, and in the visual effects realm, the explosion would be computer-generated in post-production. Both methods can lead to similar and very different capabilities — two ways to get there.

The content we shot in-house was accomplished through the use of our green screen studio. Take for example, the floating planetary sequence. We researched and provisioned the high-quality stock footage of the planetary body Jupiter and then set to work on augmenting it. Next, we shot a local actor in our green screen studio interacting with and expanding the planet, as if they were standing near it, for a closer look.

The agency’s talented video production team looked at everything about the stock footage — lighting, color, composition, perspective, the lens used, and background, so our in-house cinematographer/editor could design the green screen shot so that the actor sequence we filmed matched precisely with the desired outcome.

The next step was to remove the actor from the green screen and integrate her back into the other stock footage of Jupiter and its surrounding moons. That’s the definition of “compositing” — taking two or more layers of imagery and making a single, composite image. This is very similar to what designers do with a single image in Photoshop, which is called “photo-compositing.” In video, that single frame appears 24 times a second, so the tools have to be different, behave very differently, and requires specifically trained video composition. Hardware and software do the compositing in motion over time in order to change and animate the video accurately. In instances where the camera is moving, it’s tracked precisely so all the pieces stick together and appear as they’re shot from the same moving camera.


The agency produced 10- and 15-second media spots, as well as, 30- and 60-second TV spots, for three separate programs and a generic 90-second loading page to connect the leads from the online video advertising campaign. The advertising video gained over one million views on YouTube in the first week and ran at the lowest cost per lead in company history. This campaign was only recently launched but has already produced a 19% higher conversion rate than all other media ran to date. Conversion rates are lagging indicators in education, so follow up next year and we will report definitive conversion rate success for the campaign.

FabCom is now deep into our next breakthrough in video which is even more extraordinary. Check back for more marketing white papers and advertising case studies as we post them.

Advertising Online Webinar/Livestream

August 10, 2018


Integrated online videos and webinar content marketing fosters a national university’s cultural proficiency with a diversity campaign


A national health sciences university was launching a diversity initiative to propel the University’s deep commitment to cultural proficiency among students, faculty, and staff. An integrated framework of communications was needed to create high quality recruitment content through an online video webinar and livestream series entitled “Getting There.” Because these online webinars needed to be high quality and produced in various locations, not to mention set up and operated by the client teams, the latest and most portable, user-friendly equipment, plus all the training, was provided by the top-rated video production team at FabCom, an integrated strategic marketing agency in Phoenix, Arizona.
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Corporate Identity/Merger Communications Package

July 27, 2018


Cross-channel merger communications build trust, strengthen brand identity



One of the largest independent Registered Investment Advisors (RIA) in the United States completed a merger/acquisition of a $1 billion HNW (high net worth) wealth management firm to elevate and streamline the continuity of client care offerings.

This was a critical time. Strategic marketing communications were needed including sensitivities to change the relationships required to redefine the company’s branding and positioning during this transition that resulted in changes for existing and new clients.

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The Power of a Cookie

February 22, 2018

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Seeing is believing with A cross-channel, integrated social enterprise campaign


A non-profit, statewide community service organization desired to create a social enterprise to support community fund development and awareness. FabCom created a hidden gem with its marketing, positioning, and social advertising giftcookies.com program. 100 percent of the proceeds from cookies purchased go toward helping the homeless get the support they need to turn their lives around. Even better — people previously facing homelessness are making, baking, and packaging the homemade cookies for sale and, more importantly, gaining vocational training that will help them build a new life for themselves and their families.

The objective was to further develop the products and marketing promotions, then market the social enterprise promoting the selling of these cookies to help support this transformational program. The focus was on providing for those in need of hand up instead of a hand out — a program full of potential that had not yet been realized.

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Outsmarting the Competition with Business Intelligence

June 9, 2016

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Faster, more accurate thinking. Deeper and instantaneous insights. Today’s business requires a nimble, more strategically informed marketing to drive true competitive advantage. In fact, marketing campaigns that incorporate business intelligence (BI) tools and access the right data quickly will literally “outsmart” competitors. No matter their size or budgets. When David is fighting Goliath, it’s all about being smarter.

As an integrated strategic marketing agency, it is critical to reinvent your capabilities and teams to harness the new emerging and converging capabilities clients seek from a top marketing and advertising agency.

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Predictive Business Intelligence

June 3, 2016

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Branding and Positioning with Marketing Business Intelligence


Outsourcing technology companies operating in the healthcare space must now deploy completely new communications tools, channels, marketing methods, and strategic processes to attain desired market share in the growing healthcare segment. Competition is fierce within enterprise outsourcing arenas of managed healthcare technology integrations, process, and system optimizations.

The Market Environment and Key Research

The global healthcare IT outsourcing market is projected to generate $61.41 billion by 2019. With a CAGR of 9.17% and the backing of government monetary and policy support, healthcare providers worldwide are attaching increased importance to cost and operational efficiency. This new focus is leading to accelerated growth in the industry providing solutions for the rise in IT outsource demand.

“Notwithstanding the expected short term surge in spending on consulting and integration services, there is an expected increase in spending on outsourced and managed services during the forecasting period.” -Technavio: Global Healthcare IT OUTSOURCING MARKET 2015-19

Among the efforts to increase provider efficacy, achieving improved inpatient health outcomes has become increasingly complex in an industry defined by government program expansions, aging member populations, and rising healthcare costs.

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Marketing and Business Intelligence Advertising

March 29, 2016

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A client specializing in business process outsourcing (BPO) for the healthcare industry hired the agency for integrated marketing and advertising services as well as its marketing and business intelligence capability to prepare a go-to-market strategic plan.

With approximately 500 employees and almost $400 million in enterprise sales, the client was “spinning off” a technology offering from the primary company as a separate division with the objective of becoming a pure-breed play in the commercial healthcare technology outsourcing space. After incredible growth in the military and government lab technology outsourcing spaces, the client wanted to create a new company and separate value proposition that would stand out as a darling startup amidst larger Fortune 500 competitors moving into the commercial healthcare space, and for good reason.

Recently, a major competitor, Xerox (with more than 140,000 employees), had announced that it was splitting into two, independent companies, one of which would be called Xerox Business Outsourcing. When asked why, Xerox CEO Ursula Burns stated that ‘markets, specifically healthcare, are looking to transform themselves and their businesses.’ The solution, she said, was BPO.

xerox services, do what you do best
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Ad Fraud Identified by Marketing and Business Intelligence

March 23, 2016



The prevalence of digital advertising opened the floodgates to a new shadow industry of fraudulent ads. In this case study, FabCom demonstrates how our business and marketing intelligence teams saved one client from being victimized by fraudsters.

The strategic marketing firms’s client allocates 25% of their annual marketing budget on leveraging digital advertising as part of an integrated marketing plan.

Fabcom banner, america needs you

One type of display ad appears as a banner shown in a publisher’s header, sidebar, or in-line with organic content. Offering prospects direct access to the brand after just one click or tap, banner ads are a lucrative vehicle to spread targeted brand messaging aligned to each stage of our neuromarketing customer life cycle. Capable of being placed nearly anywhere online, banner ads can be set to follow site visitors who don’t convert across their favorite social networks, email, news sites, and even search engine results. With such promising ability to prompt or trigger explicit and implicit brand recollection in consumers, Ad Age projects U.S. digital advertising spend will surpass $32 billion in 2016.

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Better Advertising ROI with Real Time Analytics and Marketing Intelligence

March 18, 2016

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FabCom, a Phoenix marketing and advertising agency, has a long-standing relationship with a prominent health sciences university. The University attended a Community Health Association conference as part of their ongoing support for the health centers. The agency was tasked with designing the community health conference marketing campaign; multichannel progressive messaging techniques were deployed. Complete with marketing business intelligence, the advertising campaign included an email (HTML) and Personalized URL (PURL), providing a unique and personalized landing page for each post-conference attendee targeted.

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PR, Marketing and Star Wars

November 30, 2015

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A private technology University leverages social media, and integrated marketing and public relations to drive a professor-led student project and the brand into the national media spotlight. The case study begins with the small University’s Digital Video Professor singing along to Queen’s “Bohemian Rhapsody” on the freeway one day when the idea of rewriting the classic Freddie Mercury lyrics to fit the Star Wars universe was born. The idea was realized by a student-faculty team and the community in stride. Released on YouTube Dec. 4, 2013, the epic video already is considered by some as one of the great tributes to Queen and Star Wars.

Following is a case study outlining how the University’s branding, positioning and online search rank as an innovator in private technology education offering digital video degrees was heightened as a result of working with FabCom, a top integrated marketing and online advertising agency based in Phoenix with offices in L.A. and O’ahu. The advertising agency, in partnership with the client, deployed a targeted social media and public relations strategy helping to catapult the client’s brand into the national spotlight as a leader in one of its programmatic offerings: Digital Video degree. Ranked among the top 10 Phoenix interactive marketing firms and as the number 2 social media firm by the Phoenix Business Journal, FabCom is a full service integrated strategic marketing and advertising agency serving clients and industries across the globe who desire to drive their offline and online brand relevance.

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Marketing, PR Strategy Position: Maker Lab “First”

November 23, 2015

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Recently, a small, private technology University became the first in Arizona to launch a digital maker fabrication lab on campus: the Makers Fab Lab. The lab is designed to foster creativity and challenge student innovators in a 24/7 environment for those who seek to lead the new industrial revolution driven by the convergence of advancing technologies.

As the technology University was nearing readiness for opening, originally scheduled for January, their top integrated marketing and online advertising agency, FabCom, uncovered news that a major public university was partnering with a national company to also open up a makers lab in Arizona during the same period. The Phoenix based advertising agency sprang into action, immediately contacting the client and providing a windfall marketing and public relations opportunity.

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Public Relations Crisis

May 10, 2012




An education institution, that offers degree programs in Network Security among others, was thrust into what could quickly become the negative spotlight when one of its current students was indicted in connection with hacking a national fortune 500 company’s computer network. The investigation was conducted by The Electronic Crimes Task Force in Los Angeles, which includes the FBI, and was quickly gaining national attention online and on television. News vehicles began arriving at the university and interviews were being requested. Students needed to be made aware of the situation and who to refer reporters to for comment and officials at the school needed to be instructed on how to handle the press in a way that protected the students and the university. In addition, the student was currently being highlighted on the university’s website as Student of the Month and also worked on campus. Because of real-time media monitoring, FabCom was aware of the situation within minutes of its first appearance on online message boards in the hacker community, even before the university. Because of this, FabCom was able to communicate immediate response tactics and steps for diminishing any negative press that may result from the student’s connection with the institution before they started receiving calls from reporters.

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Lead Generation

May 10, 2012

PR Tactics to Drive Sales

May 10, 2012




After repositioning, this education institution was in need of a Public Relations initiative to help establish the University brand and market position to third party influencers. Harnessed properly, public and media relations initiatives can be instrumental in developing the third party validation which is the key to assuming the mantle of a “prestigious institution.” The University also had outdated database resources and understaffed internal capability which prevented them from building and maintaining key relationships with diverse industry specialty experts on a national level.

These efforts were designed to maximize and extend our marketing budget by providing additional low-cost exposures in the market. Additionally, public relations back-fed our other marketing initiatives with constant exposure, building to a “critical mass” of awareness of the “new” University. In the past, the client had limited funds and minimal PR initiatives. It was time to reach out to the local and national community to let the world know who this University is.

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Multi Audience Targeting

May 9, 2012


Increasing Awareness Among Multiple Audiences


Residents in a large integrated healthcare delivery system’s primary service area (PSA) and secondary service area (SSA) had low awareness and understanding of symptoms and risks for heart attack and stroke (brain attack). Heart attack and stroke cases (as well as cases related to these) had been stagnant or in decline for two years. Finally, a new drug therapy for stroke victims (tpA) had recently been introduced by pharmaceutical manufacturers which provided a newly discovered three-hour window within which permanent damage could be minimized if symptoms were recognized and treated.

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Brand Awareness Advertising for Integrated Healthcare Marketing

May 9, 2012


An integrated healthcare delivery system with two acute-care hospitals was launching four new outpatient services (wound, continence, sleep, and pain) and needed to reintroduce two existing services which had never gained sufficient consumer awareness (chemical dependency and cardiopulmonary rehabilitation).

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Healthcare Marketing: Trust Me I’m the Doctor

May 9, 2012



The population in the primary service area (PSA) and secondary service area (SSA) of a two-hospital integrated healthcare delivery system had traditionally been almost exclusively seniors. It was now transitioning very quickly to “boomers” and older boomers with families. The marketing challenge was to neutralize the 30-year perception that the system was for “seniors only,” without alienating the historically older target audience. The majority of new residents moved in with little or no awareness of their local healthcare choices and without a primary care physician. Also because of the change in demographics, new residents had little or no awareness of the healthcare system’s long history of serving the community and, therefore fund raising for the system’s foundation had declined. Because of the decline, the foundation did not have sufficient budget to effectively market for donations.

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Viral Marketing

May 9, 2012

Neutralizing Commoditization

May 9, 2012



An entrepreneur purchased a successful local, same-day delivery company. Over the next few years, the owner made several acquisitions of smaller delivery companies and invested in software and communications hardware in order to improve the speed and accuracy of dispatching drivers for pick ups. However, the owner was frustrated that “natural” revenue growth was almost non-existent, he had been able to grow almost solely through acquisitions and he found it difficult to retain a strong percentage of the acquired accounts past the first months of transition. Also, the marketplace was not aware of the clear and superior advantages the owner’s investment in technology had created for his company compared to his competitors. FabCom was engaged to develop a comprehensive, three-year marketing strategy to position the company as a market leader in the sameday delivery segment.

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Customers? Who? Where? Healthcare Branding and Positioning Shows You

May 9, 2012



The population in the primary service area (PSA) and secondary service area (SSA) of a two-hospital integrated healthcare delivery system had traditionally been almost exclusively seniors. It was now transitioning very quickly to “boomers” and older boomers with families. The marketing challenge was to neutralize the 30-year perception that the system was for “seniors only” without alienating the historically older target audience. In addition to changing, the population was growing at an unprecedented rate with more than 25,000 new residents moving in annually. The majority of these people moved into the area with little or no awareness of their local healthcare choices and without a primary care physician.

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Advertising Campaign promotes Second Generation Growth

May 9, 2012



A profitable 20-year old company, which began simply as a bookkeeping service, had grown to maturity but growth had stagnated. Over the years the company had developed more sophisticated and comprehensive services for small business owners, but the company
had limited market awareness and a fragmented image because of the number of names, divisions (accounting, payroll, and employee leasing), taglines, logos, etc. which existed. Research showed current and potential clients were unfamiliar with the company’s
newest and most dynamic service, its Professional Employer Organization (PEO), commonly called “employee leasing.” In addition, the sales process was inefficient and relied completely on the owners’ personal involvement, which had reached full capacity. Nonetheless, management desired to take the company to the next level and contacted FabCom to develop a comprehensive marketing, positioning and sales strategy.

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The Right Brand and Position

May 9, 2012

New Product Launch

May 9, 2012



A 30-year-old international manufacturer of industrial pumps, based in Germany, had developed a new consumer product and desired to introduce it in the U.S. The product, a recirculating pump with timer and thermostat, was designed to provide instant hot water at every tap. The product offered new technology to solve an age-old problem in an entirely new way. There were no comparable products on the market, so customers had no basis for familiarity with the operation or benefits. Not being previously familiar with consumer advertising, the corporation engaged FabCom to conduct a market test in Phoenix, Arizona.

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Driving Sales to Retail

May 9, 2012

How to Celebrate Success

May 9, 2012



A leading hard goods retailer, which operates 1100 stores under three chain names, was holding their national sales convention in Las Vegas with an anticipated attendance of more than 1200 employees. Just weeks before the event, management received confirmation that they would hit $1 billion in annual sales for the first time. FabCom recommended that they create a public relations event at the convention as an opportunity to announce the milestone to employees, shareholders and the public. At the time, FabCom, local to the Company’s headquarters, was working on corporate communications assignments and the Company’s public relations were being handled by a shareholders relations firm in New York. With less than ten days lead time, FabCom stepped in to orchestrate the public relations event at the convention.

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Selling the Sellers

May 2, 2012


SITUATIONExample of corporate branding creative work

An industry-leading supplier of enhanced voice, video and data services (including local and long distance phone service) to business customers, needed to boost fourth quarter new account sign-ups. The new president of the company was challenged by a multi-dimensional network of sales channels. The key to growth was motivating an existing telecommunications sales network to sell new voice and data service offerings. The potential to provide existing hardware customers with voice, video and data products at competitive pricing was large and immediate. However, the tools and motivation, which the sales force needed to ensure success, proved elusive.

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