DWA Case Study


	See also: MEDIA COVERAGE MEDIA SITE	CASE STUDY

PostWorks Expands Services, Marketshare and Markets as Leading One-Stop U.S. Post Production Resource

Strategic Public Relations Campaign Focused Sales and Marketing Efforts, Positioned Unmatched Resources and Commitment to Quality Customer Service

PostWorks is one of the film and television industry's most advanced and comprehensive digital motion picture and HD post-production companies. In 2007, PostWorks expanded into Los Angeles, launching the first post-production company designed from the ground up to leverage data-centric and future-looking technologies. PostWorks and its global mobile post-production systems provider Orbit Digital were acquired in 2009 by H.I.G. Capital, a leading Miami-based private equity firm, as an addition to its Telecorps Holdings family of companies, which includes Wexler Video and Coffey Sound.

Challenge
As PostWorks' facilities and capabilities expanded and took on new facets (including the 2005 acquisition of PostWorks: The Lab, PostWorks' 2006 merger with international mobile post-production services leader Orbit Digital, and the 2007 West Coast expansion), DWA designed and executed a results-oriented public relations campaign and orchestrated it with other elements of a proactive marketing plan. Running from May, 2004, into 2009 before the company was acquired, DWA's PR campaign expanded the company's presence across the U.S. and internationally within the television and motion picture communities, while also supporting other key business developments as they occured.

Approach
After providing extensive market research, analysis and consulting, DWA worked with owners and key executives to solidify messaging to promote company’s services to target audiences across the country. Designed and launched strategic new public relations approach to infuse new positioning language into high-profile facility, personnel and project-oriented media coverage within targeted trade media. Also used PR campaign to maximize cross-promotional opportunities with key vendors and business partners. Coordinated extensively with customers for media developments, and with internal personnel for numerous activities, including arranging updates to official company website.

Results - Highights

Wrapping-up a year-long, multimillion dollar expansion of their headquarters amidst ongoing high-profile business acquisitions and developments, PostWorks' executives retained DWA to provide the strategic research and consulting support to drive an aggressive branding and marketing campaign. The resulting Strategic Marketing Plan touched upon all aspects of the company's customers, products, services and objectives, providing qualified input on key messaging for future communications and also offering guidelines and specific suggestions for activities involving brand management, customer service, sales, promotions, public relations and advertising.

The launch of the new strategic PR campaign firmly established the company's position atop the region's film and HD post facilities.

Ongoing PR campaign helped showcase PostWorks' and its partners' unique offerings in high-profile stories for feature film and TV projects, and also maximized company's vendor relationships and its status as sponsor of high-profile U.S. film festivals, including the Sundance and Tribeca Film Festivals.

Media highlights include print coverage in Below The Line, American Cinematographer, 'Boards, Film&Video, The Hollywood Reporter, Kodak's InCamera, International Cinematographer, Millimeter, MovieMaker, POST Magazine, SHOOT, Variety and Videography.

About The Darnell Works Agency
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.