Women In Technology Campaign
Industry: Advertising services and software
Location: New York, NY
Customer Since: 2015
Use Case: Public Relations Campaign
Mediaocean is the leading software platform for the advertising world, enabling agencies and brands to manage and coordinate their entire advertising workflows globally - from planning and buying, to analyzing and optimizing, to invoicing and payments. Their platform integrates media suppliers, data providers, ad servers and third-party technologies, allowing agencies to build optimal solutions for business and operations.
Their advertising agency, Eastwick, is a leading tech-focused communications agency, and is unique in the tech ecosystem in that it delivers big agency expertise with an elite agency attitude and service. They bring together public relations, content, social media, advocacy, creative services, and research and insights to help some of the world's biggest brands - and emerging leaders - create high-impact communications strategies.
Mediaocean launched its Women in Technology (WIT) Initiative, to spark interest and provide support for women's professional development in technology. A key focus of the initiative was to educate the public - as well as the technology industry and women pursuing careers in technology - about the disparity between men and women in technology fields. The company and its leadership team had opinions and anecdotes around the issue, but they wanted to provide data and statistics around the public's opinion on women in technology to strengthen the WIT Initiative.
Working closely with the company's research specialist, Eastwick determined that the best course of action for Mediaocean was to conduct a survey to showcase the current state of women in technology. The goal of the survey was to break through the noise of typical industry statistics that simply state facts, by showcasing how the nation feels and thinks about women in technology.
Before Eastwick could provide this solution, they first needed to find a partner to provide top-tier study results within the client's budget, so they turned to AYTM.com - Ask Your Target Market. They were Eastwick's choice because AYTM was able to efficiently provide a clear breakdown of statistics and demographics, enabling them to understand the differences in sentiment broken out by:
• Men versus women
• State and region
With AYTM, Eastwick created a twenty-question survey to elicit the public's perceptions and opinions on women in the technology industry. AYTM also created an infographic in collaboration with Eastwick and Mediaocean that was published on the Mediaocean blog, and used for social media and media outreach. AYTM provided real-time feedback, updates, and insights throughout the entire process (pre-, during, and post-survey), all within the client's budget. AYTM also enabled Eastwick to be hands-on throughout the entire survey process, so that Eastwick was better able to understand the ins and outs of the survey and therefore provide the Mediaocean team with better counsel and strategic direction, all making AYTM enjoyable to work with for the Eastwick team.
The survey results armed Mediaocean with another piece of collateral and set of proof points for the company's WIT initiative launch. Not only did the stats and insights grab attention and get picked up on social media channels, the Eastwick team was also able to garner broader media attention. The survey stats and insights helped drive attendance to Mediaocean's Women in Tech panel at Internet Week in New York; the standing-room-only panel garnered attention from top industry influencers and prompted attendees to think about what they could do to address the issues facing women in technology. The data also helped garner further interest in the WIT scholarship fund, with Mediaocean receiving 80+ scholarship applications as a result of the initiative.