Bringing professional brand identity to an industry consortium on the verge of an integration
tl;dr:
- The SOI Industry Consortium needed professional expertise to revamp their marketing & communication, generate interests in their mission, and attract new members.
- Influence Matters tailored the Consortium’s brand presentation and developed media relations and social plans to engage stakeholders more systematically.
- Result: 40 mentions in the press, 110% growth on Linkedin followers, 72K total impressions on Twitter, and up to 300 followers engaged on a new WeChat Official Account.
The SOI Industry Consortium, the leading consortium of companies in the Silicon on Insulator ecosystem, agreed to an integration deal with SEMI, one of the largest global semiconductor organization. To ensure the consortium’s brand and interest would continue to exist strongly, the board wanted to drastically revamp its image, as well as expand it in China where a large part of the ecosystem was.
Due to a lack of systematic approach to its marketing and communication, the SOI Industry Consortium was struggling to drive interest & visibility from their stakeholders and was attracting few new members, with the slow growth of their audience on Linkedin, Twitter, and their newsletter. The Consortium was also in need of professional support in handling and building media relations with EE media.
Influence Matters tailored a Marketing and Communication plan to refresh its Western world social media platforms design & content structure to better drive engagement and improve user experience. Influence Matters also developed and curated research-based content to ensure only quality content was distributed to its ecosystem.
The team would also set up an official WeChat account and actively maintain it with the consortium and member news to connect more directly with Chinese SOI leaders.
The team also leveraged its wide media network to set up a press bureau for journalists, secure interview opportunities for the SOI Industry Consortium’s director – Carlos Mazure with top-tier media to discuss the future of the SOI technology and the consortium.
The opportunities and value of SOI were put front and center in the industry press with over 40 news articles in China’s top-tier semiconductor media including EE Times, EETop, 21ic, and more. The newly created WeChat official account attracted over 300 people, all generating 122,000 views of the content. Additionally, 55% growth on followers reached on LinkedIn – reaching up to 1.1K followers over 6 months. The followers of the SOI Industry Consortium LinkedIn page are top-tier stakeholders with over 55% of the followers being at the senior levels of semiconductor, telecommunications, electronics, and hardware leading multinational corporates. Some of the leading profiles that are following the consortium on LinkedIn, to name some – CEO of Soitec, GM of Xiaomi Chipset Department, VP Operations of NXP Semiconductors, and more. Xiaomi Chipset Department, VP Operations of NXP Semiconductors, and more.
The Influence Matters team also created 3 hashtags for SOI Industry Consortium that helped with the page’s discoverability, and these hashtags are followed by over 5,600 followers on LinkedIn to date.
“Working with Influence Matters has allowed us to take our SOI Newsletter to new heights giving more visibility to the SOI Consortium. The interaction with Influence Matters is enriching and will open new possibilities to our communication in the near future.” – Carlos Mazure, Chairman & Executive Director at SOI Industry Consortium
In the Press.
On social media.
What results look like
