Background

Control Group, a 10-year old New York City-based innovation strategy, technology and design firm, has been working with clients to implement long-term vision technological solutions but was lacking significant mindshare within the marketplace.

Objectives

Position Control Group as an industry leader in developing innovative and breakthrough technologies that will disrupt the current paradigm.
Raise the brand equity and thought leadership among Control Group stakeholders.
Extend Control Group’s brand recognition to attract strategic channel partnerships and drive new revenue opportunities.

Strategies

Strategic amplification for 3 key Control Group initiatives: Reinvent NYC Payphone Contest Submission; Kate Spade Saturday iPad signage deployment; NYC Subway Digital Kiosks.
Secure media exclusive for all 3 initiatives with Fast Company given the outlet’s focus and target audience reach in line with Control Group’s mission.
Content creation in the form of short videos, digital images, blog posts, a retail whitepaper in advance of announcing the Kate Spade Saturday project.

Business Building Results

Control Group saw a 144% increase in traffic to its website during the months of February and March 2013, compared to the previous two months December 2012 and January 2013.
Control Group saw its referral traffic increase 14.7% for the period February/March 2013 compared to December 2012/January 2013.
Control Group had 200 news/blog mentions in Q1 2013, compared with 25 during entire 2H of 2012. 
Inbound new business inquiries to Control Group saw a significant uptick.