SAN FRANCISCO: TechShop, a membership-based do-it-yourself workshop and fabrication studio, has hired North of Nine Communications as AOR.
TechShop's goal is to provide consumers with the tools and space they need to invent “the next big thing,” said Carrie Motamedi, director of PR and marketing communications at the company. It offers classes, meet-ups, workshops, and access to machines and software. The prototypes for both Square and DodoCase were created at TechShop locations.
The agency will work to raise corporate and executive awareness of TechShop as the company expands in the US. It plans to open as many as five locations in the next year. Recently, it developed a space in Detroit with Ford Motor Co., and other studios are planned for Washington, Pittsburgh, and Brooklyn, NY.
The scope of North of Nine's work will include influencer relations, media relations, consumer outreach, and social media to build awareness of TechShop among consumers and businesses. The firm will also work to establish TechShop executives as thought leaders in the areas of entrepreneurialism and innovation.
North of Nine CEO Jennifer Graham Clary will lead the account, supported by a team of five.
“Their story is as much about entrepreneurs and innovation in America as it is about personal passion and the maker movement,” she said. “It's a strong fundamental story to build on and to share with new audiences.”
Burson launched North of Nine last May.
TechShop previously managed PR in-house, but decided to bring on an agency to help tell its stories.
“The maker movement is impacting everything from policy to manufacturing and the people involved are literally changing our world,” Motamedi said. “Having an agency with the reach and resources like North of Nine is exactly what we need.”
WPP Group-backed North of Nine was selected to manage the account based on its understanding of the company's mission and innovation in general. The budget of the account was not disclosed.