King Fish Builds a “Platform” for APC PublicationsSalem, MA—February, 2005—When you have messages that target several different constituencies, it can be difficult to build your brand in a consistent fashion. American Power Conversion (APC), which offers a variety of solutions to those who have an interest in managing their power protection, serves home, small business, government and commercial markets. Its Currents and Solutions publications were designed to reach those markets. The problem was that, as the company penetrated new markets, its communications vehicles differed in their look and tone.
“APC had several publications reaching about 2 million readers,” says King Fish President Cam Brown. “The problem was that the external magazines and newsletters were disparate in personality and message. In creating a Private Media campaign for APC, we created a common design platform, such that, regardless of the publication you were reading, it bolstered the APC brand. We took the existing Currents and Solutions publications and applied a magazine sensibility to them, with an updated, richer design and improved readability and navigation throughout.”
Part of the APC platform included increased segmenting and targeting of the power management company’s database, which culminated in a publication base that moved from four to seven bi-monthly newsletters. “APC’s product offering is broad,” Brown notes, “requiring a much narrower focus on the types of readers we’re reaching. While the publications are going out to the same audience with a similar frequency, they’re now more effective in reaching specific targets.”
About King Fish
Private Media is a different type of communication, composed of relationship marketing, custom publishing and any number of related facets, not just one of these aspects. Private Media works to generate highly qualified leads and retain our clients’ best customers, with the ultimate goal of creating an affinity-based community for our clients.
The King Fish team has developed and launched communications programs for a diverse base of clients, spanning an array of industries. Visit www.kingfishmedia.com to view samples of electronic and print work done for APC, ATG, Bank of America, Cendant, CMP Media, Conn-Selmer, 3COM, Maine Times, New England Cord Blood Bank, PC Connection, SCORE, Shaw’s, SunTrust, Veterans Business Network, Verizon and others.
About American Power Conversion
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