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Case Study: Toshiba Smart Community Branding

Global Business & Marketing Strategy

For the past three years, JaM worked toward raising the awareness of Toshiba Smart Community (TSC) as a B2B global brand, using content marketing on social media to target the global market. JaM worked with Toshiba’s digital marketing division headquartered in Japan, to develop and manage the content marketing program.

Branding Campaign: JaM was Executive Producer of the TSC branding video, working with a US B2B agency, gyro, and 3DCG studio, Roof.

AdAge Article: Toshiba to Launch Global B-to-B Campaign Next Month
-- Effort Is Designed to Raise Awareness of Toshiba as a B-to-B Company
 

 

Case Study: Toshiba Smart Community Branding

Content Localization

Native level English localization of Japanese content for TSC website (blogs, video, and all other marketing material.)

 
Normal 
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 EN-US 
 JA 
 X-NONE 
 
  
  
  
  
  
  
  
  
  
  
 
 
  
  
  
  
  
  
  
  
  
  
  
  
    
  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
   
 
 /* Style Definitions */
table.MsoNormalTable
	{mso-style-name:"Table Normal";
	mso-tstyle-rowband-size:0;
	mso-tstyle-colband-size:0;
	mso-style-noshow:yes;
	mso-style-priority:99;
	mso-style-parent:"";
	mso-padding-alt:0in 5.4pt 0in 5.4pt;
	mso-para-margin:0in;
	mso-para-margin-bottom:.0001pt;
	mso-pagination:widow-orphan;
	font-size:10.0pt;
	font-family:"Times New Roman";}
 
     image: TSC website

image:TSC website

 

Case Study: Toshiba Smart Community Branding

Social Media

 
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Toshiba Smart Community (TSC)’s LinkedIn followers surpassed 300,000 in February 2015. JaM worked with Toshiba’s digital marketing division headquartered in Japan, to develop and manage consumer and business social media to reach out to the global market. We helped curate and promote relevant content, analyzed audience response, and contributed to building the community. 

Toshiba Smart Community : LinkedIn 

Toshiba Smart Community : Facebook 

Toshiba Smart Community : Twitter

 

Case Study: Toshiba Smart Community Branding 

Contributed Articles

JaM worked with Vantage PR, an independent B2B PR agency with experience in technology and clean tech,  to raise awareness of Toshiba’s Smart Community business in renewable energy and smart grid in the global market. The strategy was to develop contributed articles on various trends and topics that were pitched to industry media. This helped establish Toshiba as a thought leader, and elevated their brand identity and reputation in the industry.  Examples of published articles: