The Acuity Content Program

Producing content at Scale for a Fortune 1000 Brand

BACKGROUND

Acuity Brands is a leading provider of innovative lighting solutions and building management systems, known for its diverse portfolio of brands, including Lithonia Lighting, Juno Lighting Group, and Atrius. Their need for content is massive and diverse, from introducing new products to communicating with investors to educating customers and hosting events. And each brand has it’s unique style, positioning and audience– providing for even more complexity for their internal marketing and communication teams.

SOLUTION

While Acuity Brands has a highly competent internal marketing and communication team, they realized it was becoming increasingly difficult to serve the content needs of all of their brands. Fortunately, we had a program that was perfectly suited for this exact scenario, and we call it the Between Pixels Content Program. It’s a partnership where Between Pixels serves as an extension of the Acuity Brands communication team, providing full-service video and content production for any type of content, at whatever scale they need. Requests come into our Producer who translates the information into a production brief. She then books the appropriate resources from the team members trained on their brand, and hosts a kickoff meeting to make sure we have a solid plan. We’ve delivered live action skits, full animation, interviews filmed all over North America, virtual events streamed through our platform, and roundtables filmed in our studio.

The Between Pixels Content Program

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Start with Strategy

We start with a half-day Discovery Workshop, where we develop target audience personas, use our Story Framework to develop the messaging, build out a Content Roadmap, develop an overall scope (cost) and cover the logistics that will allow our team to deliver great content. And every month, we review results, bring new ideas to the table, and adjust to meet your business needs.

Content Roadmap

Our producer leads the team to develop a Content Roadmap that represents the planned projects to be delivered over the next 12 months. This Roadmap sets us up to be highly efficient in production, but it’s also infinitely flexible– designed for projects to come on or off the roadmap throughout the term.

Efficient Production

Projects move from initial request to final production very quickly and smoothly. We use a combination of software, process, and collaboration to make sure very little time is wasted. The result is more time to spend on creative solutions and projects that are on time and delivered quickly.

Discounted Pricing

Our partnership model and production process remove much of the administration and wasted effort that eats up time and money. And since our team knows your brand really well, we become an extension of your team and can start to deliver things you didn’t even ask for. In exchange, we offer tiered discounts based on the volume of work included in the content plan. The savings can be significant, and the quality of work isn’t impacted.

Production + Marketing

As a Content Program client, you have access to our fully integrated suite of services and team. We can create pretty much any type of content you can think of (video, print, digital, etc.), and we have a really strong Marketing and Design team who can help you build out a strategy, create or update your brand, or execute digital marketing campaigns. It’s like getting access to a team of 20+ experts for a fraction of the cost.

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