ActiveVideo LLC

A west-coast, software virtualisation business co-owned by Charter and CommScope. With a unique portfolio of IP, ActiveVideo’s cloud-technologies enable advanced user interfaces to cable and IPTV set-top boxes, serving operators around the world.

60 Days from the annual International Broadcast Conference, ActiveVideo commissioned SYNIMA Group, to name and prepare the launch of their new technology solution - and subsequently manage their brand and marketing activities ongoing.

Step 1 in conveying a technology solutions's value is to deeply understand how it works, the value it creates and then ensuring a shared understanding among stakeholders. Synima Group, expedited this process within days, establishing the value proposition, product presentation, and all related content materials. Subsequently, positioning, solution narratives, and product messaging was delivered, empowering all customer-facing staff to articulate the core proposition.

Ahead of launch, the ActiveVideo brand identity was gently refreshed to be more emblematic of the youthful, optimistic, global tech business, it aspired to be. This was rapidly rolled-out across all external touch-points, from a cosmetic website update, to events, presentation materials and collateral items. Concurrently, sub-brands and solution naming was reviewed, legacy brands retired and a core focus placed on ‘AppCloud’ as the flagship name for the new technology solution.

Preparing the IBC event presence, an assessment of engagement needs and technical requirements was completed to maximize footfall and awareness of AppCloud technical showcases. Leveraging existing customer contacts and Synima Groups’ industry networks, a comprehensive meeting schedule was established, ensuring the right people were present. On-ground build was expertly executed in collaboration with Synima Group event partners, Hart Wilcox.

Synima Group integrated into the ActiveVideo management structure, with full-time membership on executive staff, and were provided with ActiveVideo credentials and titles, representative of the leadership responsibilities.

Synima Group collaborated with ActiveVideo to set objectives, manage a 12-month plan, and ensure financial transparency, with a focus on reaching and engaging key stakeholders through digital-first marketing efforts

ActiveVideo's brand identity was further optimized and expanded across all digital channels and materials. Product marketing ensured consistent messaging, differentiated from competition, supporting customer engagements.

Quarterly campaign cycles were initiated to target OTT Content Providers and Developers, aligning marketing and sales efforts for the commercial launch. Synima and partner agency T/F/D managed newsroom, social media, customer announcements, and media/analyst briefings, maintaining a regular blog and editorial calendar for ActiveVideo's website.