1. Content Examples | Powering the Buyer’s Journey
August 2012

2. 60% of the
B2B buying process
is over before the
first sales touch.

3. WE ARE A
CONTENT We believe in
MARKETING accountable creative:
strategies and assets that our clients
AGENCY love, and that achieve business goals.

4. Centerline Services & Deliverables
We are a single-point solution, working as an extension of our client’s in-house marketing team. We help
our clients craft the right content strategy, and create the digital content to activate that strategy.
SOCIAL MEDIA
PLANNING &
SERIOUS
DESIGN
GAMES
WRITING
2D / 3D
STRATEGY ANIMATION
SEO &
SEM YOU MOBILE /
WEB APPS
CASUAL
VIDEO GAMES
PRODUCTION
SALES
TOOLS
EDITING
INTERACTIVE SOUND
DESIGN & DESIGN
DEVELOPMENT

5. Content Creation & Delivery (Our Sweet Spot)
When it comes to the buyers journey, we help you do the heavy lifting. Creating awareness isn’t easy. But
it’s also not as difficult as moving people from consideration to purchase to advocacy. Once someone
becomes aware and decides to learn more, you have to be ready to nurture them through the buying
process with a series of well-timed and crafted touchpoints. Content is the key.
SERIOUS GAMES/ ASSESSMENT TOOLS
SIMULATIONS & CALCULATORS
CUSTOMER
REFERENCES SALES TRAINING
VIRTUAL CUSTOMER REFERENCE
WEBSITE WHITE PAPERS PROGRAM
AWARENESS CONSIDERATION DEMONSTRATION OPPORTUNITY PURCHASE ADVOCACY
SAMPLES: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
MICROSITE SALES ENABLEMENT
TOOLS
THOUGHT
LEADERSHIP
PRODUCT & SERVICE EMAIL NEWSLETTERS
PIECES DEMOS ETC.
OVERVIEW VIDEOS/ LIVE EVENT
ANIMATIONS CONTENT

6. CEI “Color For Pennies” Broadcast Commercial Awareness
We created a robot to help brand an office automation company. Think Transformer. This animated
character has been put in commercials, on vehicles, on NHL Jumbotron screens and in print to
proliferate this company’s unique brand. Using the well-known Transformer motif, we incorporated that
branding around the notion of “Transform Your Business.”
BACK TO THE JOURNEY

7. DuPont Kapton Product Animation Awareness
An animation that helps illustrate the universal applicability of DuPont’s Kapton product. This "voice of
the expert" animation was given an organic, whiteboard feel… to create the feeling that the DuPont
engineer himself is walking you through the benefits of the product.
BACK TO THE JOURNEY

8. Physicians Pharmacy Alliance - Manifesto Video Awareness
Illustrating one company’s bold vision to make a huge difference. PPA has developed a disruptive
technology that will change the way physicians, payors and pharmacies (which PPA is) will work
together to help the most chronically ill patients in America. As such, this manifesto is a first shot to make
the industry sit up and take notice. It is part of a complete re-brand.
BACK TO THE JOURNEY

9. IBM “History of Tape Storage” Awareness/Consideration
Spreading the legacy of a great innovation. IBM distinguished fellows reflect on tape storage innovation
and its significance. This was a premier episode of a series of IBM thought leadership series.
BACK TO THE JOURNEY

10. IBM Microelectronics Thought Leadership Awareness/Consideration
Thought leadership on the state of an important industry. The simple goal of this piece was to help
establish IBM as the principal technical innovators behind most all of the technology inside mobile
phones. They truly enable our connected world.
BACK TO THE JOURNEY

11. Wake County Economic Development - Defense Microsite Consideration
Disparate content doesn't mean a disjointed experience. A well-done landing page eases customers in
by capturing their curiosity first. Here video interviews lead to a site leveraging focused content and
rigorous infographics to illustrate the industry potential of a major metropolitan area.
BACK TO THE JOURNEY

12. Coca-Cola Bottling Company Customer Reference for IBM Consideration
Authenticity and empathy lead to connections. That’s why customer references are so important to a
content marketing mix. And the importance of video customer references is growing. They are now as
influential in the purchase process as written case studies; and the Google Panda changes — the latest
change to the search algorithm — has increased the value of video in search results.
BACK TO THE JOURNEY

13. Eaton UPS “Professor Wattson” Consideration
A unique and engaging story begins with the storyteller. Character-driven animations — in which the
viewer can identify with the personality and humor of the presenter — help translate complex concepts
into informational, yet entertaining demos.
BACK TO THE JOURNEY

14. IBM Mobility Infographic Consideration/Demonstration
Sometimes, the “facts” are powerful, but simply
aren’t that engaging. A well done infographic can
make them so. Why? Because the best
infographics create a narrative — information plus
interpretation — that give statistics gravity. And in
the case of the Mobility Infographic, the extra
step was taken to make it interactive, giving the
site visitor an extra dose of emphasis.
BACK TO THE JOURNEY

15. IBM Smart Work 3D Interactive Demonstration
Teaching a C-level audience to work smarter. The IBM Smart Work Interactive cleverly illustrates how
various industries are working smarter, and then strategically ties those solutions to IBM’s products and
services. This quickly became the second highest grossing lead generation tool for this IBM division.
BACK TO THE JOURNEY

16. IBM CityOne Demonstration/Opportunity
Training today’s workforce for tomorrow. In IBM’s CityOne serious game, users learn how to effectively
deal with business, environmental, and logistical issues to make a city thrive. The launch of the project
received such enormous publicity that it resulted in 7,000 pre-registrations, 10,000 registrations in the first
month, and became the #1 lead generating asset for this division in 2010.
BACK TO THE JOURNEY

17. Lowe’s Shop Class “How To” Videos Demonstration/Opportunity
How-to videos for one of America’s biggest home improvement stores. Quality video content generates
revenue by converting passive viewers into active participants. With this strategy in mind, CENTERLINE
partnered with Lowe's to revamp their online Shop Class series, and then began producing the videos,
from script to shoot to post-production.
BACK TO THE JOURNEY

18. IBM “The Living Frame” - Event Opener Opportunity
Exciting a large crowd with a very cool 3D animation. The goal of this piece was to get people
energized about IBM Smarter Computing with a novel approach to illustrate the power of Smarter
Computing across a lot of industries to an event audience.
BACK TO THE JOURNEY

19. IBM Mobile Storage Efficiency Calculator Opportunity/Purchase
“Proof in the Field.” This mobile ROI calculator helps customers match solutions to their environments as
they are walking through them. This truly is a mobile sales tool for “in-the-field” sales support.
BACK TO THE JOURNEY

20. IBM Smarter Computing Workload Simulator Opportunity/Purchase
Helping to illustrate IBM product differentiation. This is an online comparison tool allowing users to analyze
the value of different computing environments. Its goal was to illustrate the real-cost savings and
efficiencies, at scale, for customers exploring workload solutions on their own. The power in this tool is its
ability to immediately render a simulated workload environment in 3D.
BACK TO THE JOURNEY

21. IBM Rational Customer Reference Program Advocacy
Advocacy is earned by providing compelling, ongoing value... they kind of value that triggers
references. By letting your customers tell their story in their own words, you create evidence of your value
in a more objective setting; and done right, your customer can gain a tool to express their value to their
own clients, which is a universal victory.
Chevrolet Volt Invensys Rail Dimetronic
BACK TO THE JOURNEY

22. IBM Reference Hub Advocacy
This is the future of sales-enabling, enterprise Content Management Systems. The Reference Hub was
born of the idea that your sales teams, business partners and advocates need to be able to create
custom content on the fly. It’s rip, mix, burn for serious business.
BACK TO THE JOURNEY

23. Please visit centerline.net for more.