A Big Data Context Engine
We see journalists, bloggers, and other opinion-makers as customers, not simply messengers, which means we strive to understand not only their personal proclivities, but what qualities constitute their understanding and expectations for innovation. Our proprietary Context Engine collects and aggregates this data, and then informs our clients’ strategy development. We call it ‘outside-in’ strategy.
Once we understand the context for innovation in a particular industry, we partner with our clients to develop a strategy that directs and links its activities to that reality. This means we work with operations, not just communications and marketing, to identify the content that will accomplish our differentiation goals. Nothing has intrinsic value for us, yet everything has potential uses. Actions speak louder than words.
Our approach to creativity isn’t to focus only on tactical techniques to deliver content, but net new creative approaches to how it’s produced. This can include recommendations for new partnerships, programs, or even changes in product functionality or services offerings. The overriding purpose is to maximize our clients’ opportunities to participate meaningfully in conversations about innovation. Less ‘me too,’ and more ‘only us.’
We don’t deliver plans promising “to work with key media,” or “position you as so-and-so.” Our initial engagements produce actionable roadmaps that start with communications goals — what, where, and when we want outcomes — and then work backward to specify the actions, required work, cost, and likelihood of success for each step. Clients can use it on their own, or we are ready to help deliver it.
A Higher Likelihood of Success
Unlike agencies that expend endless hours ‘working’ with media to try and make clients stories fit their needs, we get most of that work done via our Context Engine at the start of our engagements. This means we have a far better understanding of who will use what (and when), and rely on our Content Tool to aggressively manage its delivery.
We’re a “lab” because we’re constantly innovating communications technologies and approaches, and our clients get visibility into this work (and often participate). Our latest project is called arcadialab.news, and is a self-serve ‘outlet store’ for media to shop innovation content. We are also developing additional proprietary algorithms for our Context Engine and Content Tool client offerings.
Here’s the link to Arcadia Communications Lab