Smart Technologies looks for agency help to boost brand

CALGARY, ALBERTA: Smart Technologies, a maker of collaboration tools best known for its Smart Board interactive whiteboard, is conducting an agency search.

CALGARY, ALBERTA: Smart Technologies, a maker of collaboration tools best known for its Smart Board interactive whiteboard, is conducting an agency search.

The company is looking for a firm to manage a portion of its global marketing efforts, specifically a branding campaign that will span multiple countries and include owned and earned media, as well as some paid media. The effort will run mainly in North America, Russia, Australia, India, and Western Europe.

Smart is vetting agencies based on their experience with campaign strategy, social marketing, interactive and direct media, PR, events, video, advertising, and media planning and buying.

“The work will be focused on growing our leadership position in the education segment, along with further developing our rapid expansion into the commercial and business segments,” Darren Zwack, director of brand marketing at Smart told PRWeek. “We have developed a short list of agencies and expect to make a final decision soon.”

The company declined to provide additional details about the agency search.

Smart will also task the winning agency with positioning it as a market leader within the collaboration technology segment, growing the company's presence outside of the education sector, and increasing business in the education sector in countries where its products are less well known. The firm will also encourage existing customers to use other platforms made by the company, according to RFP documents obtained by PRWeek.

The campaign's target audience will be buyers and influencers from organizations that “believe in the value of improving collaboration.” Outside of K-to-12 education, Smart wants to raise brand awareness in industries such as architecture, engineering, construction, and apparel. It will encourage target audiences to opt-in to receive more information from the company with the goal of increasing brand awareness by 50% by spring 2013.

Smart's revenue for the fiscal year ending March 31, 2012, was $745.8 million.

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