Consulting Portfolio

Case Studies

Avid Venue

The Challenge:

Avid’s Digidesign division enjoyed a well-established reputation in professional audio as the company behind Pro Tools, the industry standard in studio recording. But the brand was largely untested in the more volatile, unforgiving world of Live Sound. Trust had to be earned among veteran touring engineers resistant to changing long-held alliances.

The Strategy:

Get It In Writing worked with the Avid team to create a strategic branding campaign to introduce their new VENUE line of live sound consoles. Tactics included a mix of focused print advertising, high-profile user stories, video testimonials, and artist outreach initiatives.

The Result:

VENUE was firmly embraced by touring professionals worldwide, quickly gaining major market share in a highly competitive sector. Today, VENUE is among the most requested consoles in the live sound industry.

Mackie

With a legacy dating back to the personal studio revolution of the mid-1980s, Mackie has created generations of innovative products for recording and live sound enthusiasts. Get It In Writing has worked with Mackie and parent company LOUD to introduce over a decade’s worth of groundbreaking technologies, maintaining the brand’s enviable status in an increasingly crowded and competitive market.

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Ampeg

Since 1945, this iconic American amplifier manufacturer has been a part of the musical landscape. As the music industry evolved into the digital age, Ampeg’s brand faced challenges from newer companies fighting for visibility.

Get It In Writing worked with Ampeg to strategically reinforce the brand’s storied legacy. A series of one-on-one interviews with some of music’s legendary players drove home the messaging that “nothing sounds like an Ampeg” and “Ampeg brings the thunder,” setting the tone for re-establishing the brand’s status to a new generation of musicians.

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Renkus-Heinz Iconyx

The Challenge:

Renkus-Heinz, a respected manufacturer of high-performance loudspeakers for the installed AV sector, introduces their new ICONYX digitally steered column array. A relatively nascent technology, digital beam steering was largely unknown within the Installed AV sector and the product’s unconventional appearance and functionality was greeted with some skepticism among an industry focused on established products and technologies.

The Strategy:

A sustained, multi-tiered program of media engagement, social media interaction, executive engagement, editorial features, case studies, testimonial video, print and web ads.

The Result:

Iconyx has become the go-to solution specified by AV systems designers for the most challenging acoustical spaces, making Renkus-Heinz the world leader in steerable sound.

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Avid Eleven

Avid’s Digidesign division and Pro Tools Digital Audio Workstation was well known in the world of recording studios and professional audio. But the company’s reputation in elite, high-end studios created a perception challenge for smaller project and personal studios. To help expand their user base and appeal to guitarists in particular, Avid created Eleven, a dedicated guitar-focused interface and front end for Pro Tools.

Get It In Writing worked with Avid to create a series of eye-catching ads that captured the attention of both music press and musicians

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Zildjian Gen16

The Challenge:

Zildjian, a legendary brand with a 400-year legacy as a drum cymbal manufacturer, created a new, technology-driven division, Gen16, to market their innovative Acoustic-Electric Cymbals,  Digital Vault Libraries, and the Groove Player app and online store. While the company’s history as cymbal makers made for strong brand recognition, its credibility within the music technology sector was largely non-existent.

The Strategy:

Get It In Writing worked with Zildjian to create an unheralded multimedia campaign to introduce the brand to the industry, the media, and the world.

The Result:

Gen16’s debut at the NAMM convention garnered unprecedented media buzz, including AP Network News, CNN, MSNBC, KTLA Los Angeles, L.A. Times, and Wired News.