Identity Crisis – “Why Crossbow?”

Many companies fall short when it comes to portraying a clear, concise “image” or story to potential customers. “People new to Crossbow didn’t ‘get it’. It wasn’t clear what Crossbow was about!”

Crossbow Technology is a leader in the wireless sensor industry, but “…people new to Crossbow didn’t ‘get it’. It wasn’t clear what Crossbow was about”, said Sam Godwin, VP Marketing/Sales. Prominent investors and partners including Intel and Cisco suggested the need for a ‘Crossbow story’ – one that communicated key messages about leadership, vision and expertise.

Though Crossbow had a team of in-house Flash programming resources, ElectrifyMedia was selected for the job. “It became immediately clear that working with ElectrifyMedia was like having a team of marketing consultants for free. They cut through the complexity and got right down to the key messages and story.”

The team worked closely with Crossbow – from conceptual storyboards to final scripts and web-hosted preview cuts of work-in-progress for fast turnaround approval. “We were confident we would get what we needed, every step of the way.”

Once the fundamental messages and story were formulated, ElectrifyMedia’s creative team crafted the piece, employing integrated video, Flash animation and After Effects for high quality motion graphics effects. “The eye-popping visuals and voiceover instantly captivate and engage the audience. We’ve shown the video every opportunity we get. People now know what Crossbow is all about!”

Sam Godwin
VP of Sales
Crossbow Technology