Situation

Microspace had already achieved success in satellite broadcasting networks, such as those used to deliver music to restaurants or to enable business video conferences. But those legacy markets were flat—and so were sales.

Goal

Microspace needed a higher profile in two new and growing markets: digital signage and digital cinema. Objectives included positioning Microspace as a digital content delivery company, building awareness of the firm’s superior solutions, and establishing a reputation for Microspace as a leader in a fragmented market.

Solution

Digital signage. Strategic promoted Microspace’s market leadership in powering more signage networks than any other vendor globally. Frequent press releases generated coverage of Microspace’s delivery of content—for example, health-related video to Gold’s Gym locations, branding video to liquor stores, educational video in banks, and product video for CompUSA computer stores.

In addition, Microspace partnered with famous vendor Muzak for delivery of digital audio and signage.

Digital cinema. Strategic has trumpeted Microspace’s pioneering efforts in this market. For example, we worked with Paramount Pictures to promote Microspace’s delivery of the film Disturbia to the ShoWest conference in Las Vegas—the first movie delivered by satellite to this prestigious event. The press release and supporting media outreach achieved wide coverage in motion picture, entertainment, and satellite trade media, while a marketing piece informed industry leaders attending the screening of satellite distribution benefits.

Strategic also promoted Microspace as the first to deliver a Digital Cinema Initiatives (DCI) compliant 4K package, The Da Vinci Code, to Sony’s laboratory. Plus we supported the North American premier of Paramount’s summer blockbuster hit Transformers at the LA Film Festival.

Results

Digital signage. Microspace has enjoyed substantial growth in lead generation and sales, due in part to Strategic’s efforts. In late 2006, analyst firm Frost & Sullivan named Microspace a leader in the digital signage market, thanks to early market entry and rapid deployment. Microspace continues to power more digital networks than any competitor, with a total of nearly 30,000 displays, and several more networks are in development.

Digital cinema. Microspace has made rapid advances in the marketplace for digital cinema delivery. Many theaters that used to receive digital cinema via hard drive can receive the data by satellite—which typically saves money and prevents piracy. More than 2,000 Carmike Cinemas are now equipped to receive cinema by satellite. Internationally, Microspace sees an opportunity to expand its digital cinema services and has turned to Strategic to support this effort in 2008.