Bernstein100: Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Bernstein100: Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Dialog Case Study

Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Marking the centennial year of American music legend, Leonard Bernstein

Client Overview

Merick Strategies led by Mela Sarajane Dailey is a consulting and production agency with expertise in large-scale performances, special events, fundraising, and uniting the corporate and nonprofit sectors in unique and exciting partnerships while benefiting the community.

Situation

Merick Strategies established The Bernstein100Austin organization to bring together 300 musicians and dancers including the symphony, 3 choirs, ballet, opera, and marching band for two incredible performances of Mass at the Long Center, a $1M production. It would be the largest musical collaboration in Austin’s history, – celebrating the 100th birthday of Leonard Bernstein.

Insights, Action, and Creative Strategy

Develop a powerful creative concept that intrigues, moves and captures the full essence of the message of Mass, while also helping lift up and support all the amazing elements of the production.

  • Creative strategy will drive awareness and understanding of the spectacular nature of this event and its ultimate message of finding hope.
  • The creative strategy will scale across all assets for biggest impact including posters, brochure, programs, interactive, event signage, outdoor ads, and print ads.

““Bernstein’s MASS is nothing less than an Austin triumph.””

Austin American-Statesman

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“Review: MASS a towering achievement that soars, lifts, and inspires.”

Broadway World

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“The cultural event of the decade. Bigger than Texas.”

Texas Monthly

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“Bernstein MASS profits go to Austin non-profits.”

Austin American-Statesman

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Results

The Long Center, which seats 2,442, was fully sold out for both nights, while the entire production received rave reviews. Financial results surpassed expectations and all profits were distributed across Austin arts organizations.

The creative designs, and integrated promotional deliverables succeeded in showcasing the spectacular nature of Bernstein’s MASS and its message of hope to prospective audiences, performers, donors, and the entire community.

Let’s Chat

We would love to hear from you.

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Ingram:  Winning Mindshare & Market Share in Vertical Markets

Ingram: Winning Mindshare & Market Share in Vertical Markets

Dialog Case Study

Winning Mindshare & Market Share in Vertical Markets

Channel engagement

Client Overview

Ingram Micro is a global leader in the distribution of information technology products and services.

Situation

Recognizing the huge opportunity in Healthcare, Ingram increased focus on growing their Healthcare solution portfolio. They needed to build the internal infrastructure for key verticals including healthcare, deliver a clear Value Proposition to their channel partners, and fully enable their ecosystem to sell Ingram solutions.

Insights, Action, and Creative Strategy

Ingram engaged Dialog to help them build a healthcare infrastructure, refocus, and redeploy company-wide focus on the healthcare ecosystem. This included:

  • Developing cohesive internal vertical focus and infrastructure
  • Developing a healthcare go-to-market strategy
  • Creation of healthcare a Value
  • Proposition, messaging and branding
  • Creation healthcare channel content, training, and sales enablement

Results

Ingram’s centralized a team of healthcare-focused experts within the company. 

New branding, messaging, and a clearly articulated healthcare ecosystem enabled Ingram to significantly grow its number of healthcare-focused partners, products, solutions, and revenues.

Let’s Chat

We would love to hear from you.

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AMD Building a 5-Star Channel Program

AMD Building a 5-Star Channel Program

Dialog Case Study

Building a 5-Star Channel Program

AMD Commercial Channel

Client Overview

Advanced Micro Devices (AMD) is an American multinational semiconductor company based in Santa Clara, California, that develops computer processors and related technologies for business and consumer markets.

Situation

AMD was experiencing significant growth in the commercial market to match that of their success in the consumer market. And while they had a robust channel program for the Systems Builder channel, they had no formalized program for the Commercial Channel to support VARs, Systems Integrators, and Distributors. The opportunity existed to build to better position the company for success with high value-add partners and to create clearer differentiation between partner types and program entitlements.

Insights, Action, and Creative Strategy

Leading with program strategy, Dialog created a complete program for the channel and system for delivering it globally. This included:

  • Segmentation strategy in order to identify the highest value segments with the highest likelihood for conversion
  • Competitive benchmarking to identify AMD advantages and unique program elements to trump existing programs
  • Partner modeling to determine tiers and required qualifications
  • Cascading criteria for partner benefits and branding by partner level and type
  • Created and helped to launch a three-tier partner program with unique branding to reflect the audiences for each
  • Lead and managed all global channel marketing and sales support efforts
  • Value Proposition development, messaging architecture creation, and visual identity highlighting the unique value proposition for VARs
  • Development of program tiers and identifying badging
  • Brand development for the Channel Program

Results

Worldwide Channel Partners grew from 1,200 to 4,100 in a single year

Launched the program in 16 countries and 10 languages within the first year

AMD Channel Program was also recognized by CRN as a 5-Star Channel Program the year after it launched

Let’s Chat

We would love to hear from you.

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GRAMMY® award winning Conspirare makes comeback after 20-month pandemic pause

GRAMMY® award winning Conspirare makes comeback after 20-month pandemic pause

Dialog Case Study

GRAMMY® award winning Conspirare makes comeback after 20-month pandemic pause

Delighting audiences and donors while reaching new demographics

Client Overview

Conspirare is an innovative professional choral organization with 10 GRAMMY® award-winning and nominated recordings. Inspired by the power of music to change lives, this ensemble engages singers from around the world who join voices to deliver world-class, extraordinary live music experiences and recordings.

Situation

Prior to COVID-19, Conspirare enjoyed strong ticket sales, enthusiastic audiences and artists, and industry leading recognition. Conspirare’s live performances were completely shut down for 20 months, which was unprecedented. Conspirare needed to make a comeback for the Fall ‘21 to Spring ‘22 season but faced many risks and unknowns.

Insights, Action, and Creative Strategy

Dialog took Conspirare’s promotional design and communications up to a whole new level of excellence to signal to audiences that Conspirare is truly back, stronger than ever.

  • High design concepts for 5 different performances (multiple nights) and events throughout the season
  • Integration across advertising, programs, posters, email, interactive for each concert
  • Conspirare-level positioning reflecting their innovation

“Very special thanks to this entire beautiful team for such meaningful and wonderful work. So smart and truly inspirational.”

Craig Hella Johnson
Conspirare Founding Artistic Director and Conductor

Results

Concept of break-through entertainment, persona profiles and associated content was fully embraced globally

 

The creative designs, programs, and integrated communications exceeded audience expectations, delighting them with a “wow” response, and enhancing their overall experience and celebration of Conspirare’s comeback.

Let’s Chat

We would love to hear from you.

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Dell Technologies Services Messaging and Global Validation

Dell Technologies Services Messaging and Global Validation

Dialog Case Study

Dell Technologies Services Messaging and Global Validation

Embracing a new IT services future

Client Overview

Dell Technologies Services provides a broad range of endpoint and infrastructure services for customers around the world, including IT consulting, device deployment, cloud design and migration, and security.

Situation

Dell sales teams were challenged to articulate the overall services story as it increasingly came to include an astonishingly broad array of services that had grown to include a layer of smart connectivity that gave IT access to a new universe of real-time information about their assets and environments.

The challenge was twofold: how to simplify the overall services story and how to differentiate the new generation of information-based services from other OEMs offering.

Solution

Positioning, naming, market validation, creative expression

Developed a succinct, impactful way to talk about this new services capability that articulated the ways in which it was unrivalled because of the depth and breadth of dell’s product portfolio, customer base and corresponding data lake

  • After a discovery research and discorvery process that included stakeholder workshops, Dialog built a new messaging architecture based on how top sellers spoke to the aspects of Dell’s ecosystem and how introduced the services conversation as the thread that ties everything together
  • Dialog conducted a global validation study in eight markets that two approaches for branding the new technology
  • Tested across eight global markets
  • Tested with participants from SMB, Enterprise Commercial Enterprise Products customers
  • Measured how messaging resonated with current and potential customers
  • Captured which value proposition performed better in combination with messaging
  • The winning Value Proposition, which subsequently was translated into customer-facing assets including a sales presentation and customer-facing videos

“We finally have a way to talk about a lot of complicated layers of technology in a way that resonates with sellers and customers.”

VP, Services Marketing

Results

81% of respondents said they would take a meeting based on hearing The Winning Value Proposition.

Dell Services had a new way to talk about the ongoing evolution of their services portfolio.

Gave the brand a powerful bridge for transitioning to the new Dell Apex “everything as a service” delivery model

Let’s Chat

We would love to hear from you.

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