Building a Brand

Unless you're an electrical engineer, when you hear the name KEMET, you don't realize the components they can make are found in almost every electronic you own. During my time at KEMET, my job was to help build the brand of the company, expanding it to more than just our long-tail customers within the engineering community, but helping the end-user realize they want KEMET parts inside their electronics.

I was able to kick off KEMET's Thought Leadership program as my first assignment. We began with KEMET's Chief Technology Officer as the first program. Working together with a PR agency to write the content and manage his Twitter and LinkedIn accounts. Together we kicked off, follower campaigns, monthly LinkedIn articles and weekly social media posts. The messaging increased his influence and following, which garnered him interviews with leading tech media.

Next, I began working closely with technical marketing engineers to spread the message of what make KEMET parts essential to the electrical design. I kept the message simple and expanded on the story behind the products. Using social media as the catapult, I created content to announce new blogs from KEMET's engineering website. I kept the tone and message fun, simple and yet informative (see examples of my work at the bottom of this page). This content brought in the highest organic interactions and reach in over a year (see analytics below).

The next step was to introduce videos from our KEMET Application Intelligence Center (KAIC) Lab as a new form of content on the website. Because of my experience in video production, I was asked to step in and lead these projects. The goal was to make the KAIC Lab a common name among the electrical engineering community. As I started working with engineers, I pinpointed bottlenecks in both the script writing and video production process. I soon realized we needed to streamline the process if we wanted to create a weekly cadence of KAIC Lab videos. With the help of the engineers, we came up with various educational video segments, from the very simple for the end-user to design-informative for the electrical engineer. We also met with a team of engineers who's expertise is in producing content, including videos. In addition, I worked with the on-camera presence of the engineers. I guided them in using their voice, using inflection properly, reading prompter, and learning to adlib. Lastly, using one of my contacts in the video production field, I was able to sub-contract an in-house video editor for KEMET. The editor would be able to edit and film videos for the KAIC Lab, social media and events. Once the process was in place, we were able to produce high-quality videos. We teamed up with our distribution partners to promote the videos, which brought in the highest views on KEMET's YouTube Channel.

EXAMPLES OF SOCIAL MEDIA POSTS: