crayon is a strategic consultancy that helps its clients achieve positive change and impact by joining the conversation.
crayon is a different kind of company – a mash-up of the best of the consulting, planning and agency worlds, specializing in helping brands differentiate and win by embracing change.
Our hypothesis is simple: The consumer has changed. The world has changed. But most marketers have not.
As a consortium of new marketing futurists, social media insiders and conversational marketing thought leaders, we help companies not only make sense of this change but actually evolve the way they engage consumers, prosumers and influencers.
We do this by “interrupting‟ the status quo, joining the conversation and affecting transformational change through holistic strategic approaches and well structured experimentation using a bold mix of alternatives to traditional advertising.
Our solution set focuses on four primary approaches:
- Integration – We build and integrate layers of new marketing into and around your existing efforts, making the good better and the better best. We also course-correct and moderate “interruptions” – structured and timely interventions designed to plan for all contingencies; assess and mitigate risk.
- Conversation – We help you identify, listen to, respond to and join the conversations already in progress. We also help you start and maintain conversations of your own. Specific solutions in this category include influencer/blogger outreach as well as our unique Conversation Audit.
- Experimentation – We help our clients prepare constructs/frameworks to support an environment of ongoing well-structured experiments. In some cases, we champion a specific experimentation budget; other times we focus on tangible deliverables – usually designing and delivering one well-structured experiment per quarter. Experiments typically focus on the activation of one or more conversational channel such as blogs, podcasts, social networks or virtual worlds.
- Innovation – The value of true innovation lies at the confluence of R&D, Marketing, and Customer Managed Relationships. We‟ll help you create new business models, revenue streams, and direct-to-consumer value propositions. In some cases, we’ll identify companies to acquire, invest in, incubate or partner with; in other cases, we’ll work with you to create the next Flickr or YouTube from scratch.
Founded by Joseph Jaffe, author of Life After The 30-Second Spot and Join the Conversation, crayon brings these strategies to life with an unwavering belief in “conversation and transformation above communication.”
Joining Jaffe are a unique group of both agency veterans and/or “social media insiders” with years of proven business, marketing, and advertising experience in:
- Progressive, strategic thinking centered on new marketing, media futures and conversational marketing channels and approaches.
- Unparalleled experience as new marketing pioneers, social media insiders, activators and thought leaders.
- Prolific thought leadership in emerging technologies and new media channel, change management business model reengineering and business development.
- Hands-on management of real-world marketing solutions for Fortune 500 companies.
