Thought leadership: 

When OnRobot launched D:PLOY, the industry’s first automated, application-centered software platform for robotic deployment, it was a turning point in the company’s strategic evolution. A company known primarily for its robotic grippers and tooling now had a complete programming platform, combining all its hardware and software in one unifying interface.

McCall Media was deeply involved in the initial product launch, developing product messaging, press releases, and website content. That was “the easy part” – but once the initial press push was successfully executed, how do you keep the momentum going?

Working closely with OnRobot’s own subject matter experts, we devised a thought leadership campaign, developing bylined content pieces that dove deep into the specifics of how the new automated platform worked in different application setups. We researched the editorial calendars of relevant trade magazines and proactively pitched the content in robotics and automation issues.

Results:
For busy editors with pages to fill, receiving targeted pitches that align with upcoming magazine topics, delivered complete with high-res images, factual side bars and illustrative stats is a dream come true. We successfully placed numerous articles bylined by OnRobot’s General Manager in magazines read by target audiences. The increased awareness on D:PLOY also helped land video interviews and panel invitations at tradeshows.