DETROIT, Mich. (December 1, 2022) -- Integrated communications agency Telemetry today announced that TrueCar has selected Telemetry to assist in the development of car-related digital content.
Leveraging TelemetryTRANSMIT™, Telemetry's branded journalism division led by Andrew Ganz, Telemetry will apply its editorial rigor and automotive knowledge to assist TrueCar in post-funnel engagement.
"Since our inception, Telemetry and our TelemetryTRANSMIT division have dedicated its resources to creating top-tier automotive content for the industry," said Craig Daitch, president of Telemetry. "Having the opportunity to work with TrueCar's marketing leaders to engage their customers is an opportunity we are beyond excited for."
Established in 2020, Telemetry specializes in brand-driven storytelling, helping companies find and speak to their desired audience. Taking a comprehensive approach to integrated communications, we adapt to the needs and projects of our diverse client base and deliver trusted messaging, expertly curated content, and aligned creative visuals to propel each business forward.
Visit telemetryagency.com to learn more about what we do and how we can collaborate with your team.
Telemetry has announced that Julie Banovic has joined Telemetry as Associate Account Director. Banovic was most recently the co-founder of Bureau Detroit, managing social media marketing, client communications, and content for several well-known regional and national brands.
Previous to her work in social media marketing, Julie was an Emmy-nominated journalist spending more than 15 years reporting on TV from the newsrooms of CNN, WNEM-TV5, WWJ-TV62, and most notably, WXYZ-TV Channel 7.
"Through Bureau, Julie has come to be a trusted partner," said Craig Daitch, president and principal of Telemetry. "Bringing her full-time to Telemetry allows Julie to tap into the full breadth and depth of her experience in journalism and marketing. We welcome Julie to our team and can't wait for her to contribute!"
Banovic will work alongside Vice President and Group Account Director Kaitlin Jarvis to focus on telemetryTRANSMIT™ , Telemetry's earned media division, and will be based in Telemetry's metro Detroit office.
Strategic communications agency Telemetry today announces it was selected as the public relations agency of record for Los Angeles-based automotive manufacturer, Harbinger. Launched by Telemetry at the 2022 North American International Autoshow (NAIAS) in Detroit, Harbinger was founded with a mission to bring modernization and fresh thinking to a market poorly addressed by electrification through the manufacturing of Class 4 to Class 7 medium-duty trucks.
“Harbinger is arriving to a medium-duty industry that is starving for innovation, and we’re elated to have been chosen to help tell the Harbinger story,” said Telemetry President and Principal Craig Daitch.
Led by co-founders John Harris, Phillip Weicker, and Will Eberts, Harbinger’s team is composed of EV specialists with decades of experience across the automotive, aerospace, and battery technology industries. Harbinger has uniquely differentiated itself through engineering excellence, bringing to market:
A proprietary eAxle combines the motor, inverter, and gearbox into an integrated unit, improving energy efficiency, lowering cost, and bringing critical safety improvements by enabling the battery systems to be positioned entirely inside the frame.
A liquid-cooled battery pack engineered for superior performance, lower cost, and a supplier-agnostic sourcing strategy. The pack design also takes advantage of cutting-edge casting technology to provide improved battery durability, safety, and lifespan.
A new driver-focused chassis architecture designed to improve safety, driver experience, and productivity through drive-by-wire steering and enhancements to vehicle ergonomics. In addition, a novel front suspension reduces vehicle overhang, improving driver visibility and vehicle maneuverability.
At NAIAS, Telemetry used its automotive media knowledge and expertise to assist Harbinger with its debut to a global audience of automotive and technology media. “Mobility is rapidly evolving across all segments of the automotive industry,” said Daitch. “To be given the opportunity to rapidly accelerate awareness for one of the commercial trucking industry’s fastest-rising startups at the predominant showcase of all things automotive was an incredible team effort. Both Telemetry and Harbinger look to additional collaborations and can’t wait to share what’s next!”
Whether you're a brand new startup or a Fortune 500 veteran, understanding the Instagram algorithm in order to get your content seen is key. Instagram recently shook things up with a brand new algorithm favoring everything but what they're known for: photos.
What are the new changes?
Videos and Reels are prioritized in feed over photos
Instagram changed its algorithm to favor videos and reels over photos. This sparked a large backlash and even started a ‘Make Instagram Instagram Again’ movement that was fronted by celebrities and backed by small business owners. Diaspora owner Sana Javeri Kadri leaned heavily on Instagram for marketing before, but the new updates say that engagement has hit rock bottom. Since joining the social media platform, Diaspora gained over 100,000 followers but now says that she feels as though they are at a standstill. “I completely credit them for our growth and then the algorithm changed and our sales dropped horrifyingly.” (“How Instagram’s Algorithm Change Is Hurting Small Businesses”)
New Reels templates
With Instagram wanting reels and videos to be the new focus of the app, they have created templates to allow users to create reels easier and faster than ever before.
Chronological feed is back
Instagram also reintroduced the chronological feed rather than a feed based on assumed relevancy. This means that posting at optimized times, such as when your followers are most active, is more necessary than ever and should be prioritized again.
What is the Difference Between Instagram Reels versus Video?
Instagram Reels was Meta’s response to the growing popularity of short-form videos from TikTok. The Reels tab acts as an explore page for this short-form, video-based content. Under this tab, users are able to scroll through their feed to view any videos regardless of their following status to the creator. In other words, you have a better chance to go viral and be discovered by audiences you previously could not reach; but on the other hand, your content is no longer prominent with audiences you have carefully cultivated.
Video, on the other hand, can be longer form and can also be placed on IGTV, a video application similar to YouTube that is also interlaced within the Instagram app. These tend to be more produced than reels as they are longer and tend to have a purpose beyond just entertainment. Under the Instagram video tab, you can host past videos from any Instagram Live events you've had, or you can post long-form videos for up to 10 minutes (verified Instagram users can post up to 60-minute videos).
Tips for Making the New Algorithm Work for You
Decide what content works best for your brand and your target audience
Videos vs. Reels vs. Photos vs. Stories
Reels: Short, entertaining videos that increase your discoverability and reach wider, untapped audiences.
Videos: Longer forms of video are best for deeper dives into a topic with your existing audience.
Photos: Static images with longer message captions that are best for polished content combined with hashtags.
Stories: Images or short videos that live on feeds for only 24 hours that are best for real-time, unpolished content for the opportunity to deepen your relationship with your current audience. Engagement tactics such as user polls or question and answer segments within Stories allow followers to engage directly with brands and influencers, forming a more intimate relationship.
Capture attention in the first three seconds
Get to the point quickly- In order to increase views on videos and reels, you need to get past the three-second mark in order for it to count as a view, making capturing your user's attention as quickly as possible is key.
Caption video content-
Studies show that 92% of users watch Instagram videos with the sound off, meaning it is more likely than not that your audience will not hear your message without captions.
Captioned videos can also help improve search engine optimization. The captions can help make videos visible outside of the Instagram platform.
Since reels and videos have higher discoverability by users not following you, make sure to encourage them to follow your page in order to grow your following.
When our client IAC Group asked us to help them develop an idea that would bring them awareness and media attention related to the return of the North American International Auto Show, we looked within the company to find our inspiration.
IAC is a leading global supplier of automotive components and systems. Their primary focus is interior innovations such as instrument panels, door trims, and headliners, working with OEMs such as BMW, Mercedes Benz, General Motors, and Ford to bring the interior vision they have for their makes and models to fruition.
IAC's purpose is to create environments that move you.
That elevation of the brand was the platform we used to develop what we simply referred to as "The Gown".
A Return to Elegance
It's been two years since we've seen the North American International Auto Show, and that includes the black-tie charity preview that occurs the Friday before the event opens to the public. The preview event has annually been presented as a lean-forward event, broadcast on Detroit's local ABC affiliate, WXYZ. It's as much a tradition as the show itself. With a focus on sustainability and electrification, we worked with IAC to develop a concept that aligned with the virtues of IAC - elegantly engineered, boldly executed, elevating the best in sustainable technology with precision and speed.
In repeating the brand pillars of IAC, it was evident that parallels could be made to the fashion industry. More so, fabrics and materials that were used in the manufacturing of the very interiors millions of people sit in daily could be used for garments and fashion. The gown was the perfect convergence of the automotive and fashion industries.
This insight was shared with our clients, who fully embraced the idea of designing a gown - IAC's Chief Administrative Officer created the original sketch and IAC's talented global teams - including engineering and industrial sewers helped bring the gown to fruition with unprecedented speed. Everything on the gown aligned with IAC - made from three sustainable materials and jewelry made from recycled ocean plastics. It was a monumental effort, but one where everyone was excited to have a place in participating.
A Lesson in Storytelling
The gown is a great example of client creativity while staying close to their core.
Creating a contextual Venn diagram between events (NAIAS and New York Fashion Week), purpose (Using sustainability as a pillar to design and create world-class auto interiors), and creativity (developing a gown made of sustainable automotive materials) is a winning combination for creating attention for your brand. The story is in the dress itself and we're grateful to have worked on this project.
We look forward to seeing Iwona wear the gown at the North American International Auto Show Charity Preview!
Public relation strategies seek to communicate a desired message about your brand to your target audience. But first, your target audience needs to come across that message. You can do this best with keyword optimization, which consists of keyword research and utilization. The practice can make or break a public relations strategy and therefore should be at the top of your to-do list.
What Is Keyword Research?
In order to maximize your internet presence, you must determine what your target audience is searching for. You can find and analyze the terms that people enter into search engines through tools like Google’s keyword planner.
What Is Keyword Utilization?
Once you've figured out the best keywords, you need to use them effectively so that your content will reach your targeted audience. Google decides a website's quality based on how relevant it is to users. It does this largely by monitoring the site’s click-through rate and retention rate.
When you use appropriate keywords, viewers are more likely to remain on your page or click on associated links. The more this happens, Google will then reward you with a higher placement on the search results page.
This is important because, according to Cross River Therapy, the average person has an attention span of 8.25 seconds. When a consumer searches for something on Google, they expect the results to be spot on, providing what they are looking for without any additional work on their part. Research shows that almost half of search engine users believe that companies whose websites show up at the top of the results page are leaders in their field. Furthermore, 75% of search engine users look only at the first page of results. If you want a decent number of eyes on your site, you need to rank highly.
How to Get Started With Keyword Research
Now that you know the importance of keywords, how can you make them work for you? Here are some tips.
Choose quality over quantity: Avoid “keyword stuffing,” which is where you use the same keyword multiple times in a short space of text. This signals to Google that the content is not high quality and deserves a low place on the search results.
Get specific and know your intent: Certain words may relate to multiple things on the internet, so specificity can be your friend. If your company sells applesauce, for instance, you wouldn't want to use the term "apple products" at the top of your page, as there's no way you'll rank highly in search. Instead, use the specific term "applesauce" to get traction with your desired audience.
Regularly research keywords: See what works and what doesn’t. And don't assume that yesterday's top keywords are the same as today's. Users' search terms are constantly evolving.
Great for tracking keyword rank, exportable keyword data, and accurate ranking difficulty.
About the Author
Jami Robben, Telemetry's summer intern, is a recent graduate of the University of Missouri. Having graduated with a Journalism major emphasizing in strategic communication, we are excited to have Jami contribute to Telemetry's blog!
How did you start your career in internal communications?
I started working in the automotive industry at General Motors Corporation as a co-op student within the engineering department. As part of my assignment, I partnered with the corporate communications team to help educate employees about our new product launches. I can honestly say I enjoyed my experiences connecting with employees while creating opportunities for them to become brand advocates. After graduation, I was hoping a position might open up within the communications department, but the timing was just not right. In turn, I accepted an opportunity in a different department but continued to build relationships with members of the communications team. After a year of volunteering as a support person at media events and working as an extra set of hands on some internal communications projects, I eventually was offered a position as a communications coordinator. I was thrilled to finally get my foot in the door.
Where did you find your passion for internal communications?
I am a natural communicator and helper so my passion for connecting with others is just part of who I am. Throughout my career, I have been blessed to have been a part of many great teams within the communications function. Communication to me has always been about developing authentic relationships that help others feel valued. This trait is probably why I always find my way back to internal communications as I believe keeping employees engaged and motivated helps bring out the best in each person. My favorite saying is “Be the Change You Want to See”. This means walking the talk, being accountable and responsible for how you show up each day. It also means to never stop growing and developing a strong inner character.
Is there a project or moment in your career that you’re most proud of?
As the lead for employee product communications at General Motors, I was able to create, from the ground up, the industry’s first experiential employee-to-consumer vehicle brand advocacy program. The Vehicle Advocate Program engaged hourly, salaried, and contract employees to serve as the face of the company at test drive events with potential consumers working for GM business partners across the United States. This grassroots program was able to attract over 3000 employee volunteers representing a variety of business functions and won the company’s prestigious “Mark of Customer Excellence” award for its positive impact on creating a customer-centered culture at GM.
The success of the Vehicle Advocate Program and the lifelong relationships I developed were a career highlight that reinforced my belief that strong employee advocacy is the “secret sauce” to authentically reaching consumers at a grassroots level.
For communications professionals interested in a career focused on internal communications, what’s a great piece of advice to give them?
Keep fighting the good fight with regard to the importance of employee engagement. When times get tough, often the first budgets targeted for reduction relate to internal communications. It is during the tough times that we need to make a greater investment in internal communications, ensuring employees are aligned with the organization’s strategy and are armed with the right messages at the right time.
As internal communicators, it is important to keep employees focused on the goals and objectives that will keep the company moving forward in good times and bad. I believe it is our voice to the organization that will ensure employee engagement strategies are in place that help improve productivity, drive innovation, and create a positive work environment.
What argument would you make to a brand on the fence when it comes to investing in internal communications?
I guess the one question I would ask is how are your employees telling your brand story? Are they a voice for you or against you? Creating employee brand advocates is an ideal way for employees to make a personal connection to the brand through an experience. It is from these experiences they can then create authentic, relatable stories to share within their circle of influence. In my opinion, the value of peer-to-peer brand recommendations is priceless.
I mean why wouldn’t you want to empower employees to serve as an extension of your brand’s marketing team?
DETROIT, Mich. (July 7, 2022) -- Integrated communications agency Telemetry today announced Cars and Culture with Jason Stein has selected Detroit-based Telemetry to lead its strategic communications, drive growth and build a larger audience of consumer and business viewers and listeners.
“We’re honored to have the opportunity to work with Jason and his staff,” said Craig Daitch, president and founder of Telemetry. “Jason is bringing a fresh voice to the cultural aspects of car content with can’t-miss interviews. We couldn’t be more excited to help this unique property continue to grow.”
“Cars & Culture with Jason Stein” debuted on SiriusXM’s radio programming in May 2021 as a weekly show, with actor and businessman Mark Wahlberg as its first guest. With more than 60 episodes since launch, “Cars & Culture with Jason Stein” features longform, in-depth and unique interviews with automotive-obsessed actors, musicians, athletes and business leaders from around the world. “Cars & Culture with Jason Stein” airs four times per week on Business Channel 132 with rebroadcasts on the Apple Podcast, Spotify, Pandora, Stitcher and SiriusXM channels.
Late last year “Cars & Culture with Jason Stein” launched its own YouTube channel in combination with multiple social platforms, attracting nearly 10,000 YouTube subscribers to date.
Stein, CEO of multimedia brand Flat Six Media and President of automotive consultancy motormindz, is a journalist, radio host, moderator and personality with in-depth knowledge of the automotive industry, serving up insightful and entertaining stories -- from inside the boardroom to the race track.
Previous guests include Formula 1 CEO Stefano Domenicali; Coldplay bass player Guy Berryman; TV personality Jay Leno; NFL executive John Elway; Ford Motor Co. Chairman Bill Ford; Penske CEO Roger Penske; NASCAR President Steve Phelps; and many more.
Telemetry will offer “Cars & Culture with Jason Stein” strategic expertise to drive subscriber growth through paid media amplification as well as provide unique insights for social media planning and guest identification.
“We are excited to team with Telemetry’s talented team to bring greater attention to the exciting work we’re doing in the radio and multimedia space,” Stein said. “Craig’s experience and leadership, combined with global clients, are the foundation for a successful partnership. We’re honored to grow our businesses together.”
Established in 2020, Telemetry specializes in brand-driven storytelling as well as helping companies find and speak to their desired audience. Taking a comprehensive approach to integrated marketing communications, we adapt to the needs and projects of our diverse client base and deliver the trusted messaging, expertly curated content, and aligned creative visuals to propel each business forward. Visit telemetryagency.com to learn more about what we do and how we can collaborate with your team.
NOVI, Mich. (June 14, 2022) -- Integrated marketing and communications agency Telemetry today announces the hire of Andrew Ganz as Executive Editor, leading the consumer automotive content under TelemetryTRANSMIT™ – the company’s brand publishing offering that matches clients with accomplished industry authors to drive narratives that advance the objectives of the brand.
"Andrew brings the type of experience we seek at Telemetry ," said Craig Daitch, Telemetry president and founder. "He has worked across all facets of the automotive industry with a mind for storytelling. We are excited for Andrew to bring a new and fresh vision for TelemetryTRASMIT."
Ganz joins Telemetry after gaining experience in public relations at two automotive manufacturers and serving as editor and contributor at several well-known automotive publications including Autotrader, Kelley Blue Book, and Motor Authority. With a journalism degree from Indiana University, Ganz will be focused on driving strategy and overseeing operations for TelemetryTRANSMIT™.
"As a storyteller always in search of an audience, I've found my place with the team at Telemetry,” said Ganz. “I'm looking forward to connecting our clients with the readers they never knew they could find."
Integrated marketing and communications agency launches company pillars as part of extensive rebranding initiative
NOVI, Mich. (June 21, 2022) -- Integrated marketing and communications agency Telemetry today announces the relaunch of its brand in response to accelerated company growth and a renewed vision, introducing the official offering of its core pillars – telemetryTRANSMIT™, telemetryTRUST™ and telemetryVISION™.
“The evolution of Telemetry over the past two years is a direct result of the types of marketing and communication services our clients have asked of us, and our ability to consistently deliver them,” said Craig Daitch, president and founder of Telemetry. “Our relaunch of Telemetry could not have transpired so quickly if it weren’t for the talent we work with every day inside of our growing company.”
Over the past 24 months, Telemetry transformed from a traditional public relations wheelhouse into a fully integrated marketing communications agency navigating clients through the intricacies of the industries they seek to dominate. Telemetry now provides three core offerings:
telemetryTRANSMIT exists at the intersection of human truth and brand truth where Telemetry places clients with award-winning authors to collaboratively craft stories that transform messaging into actionable content, advancing the objectives of a brand at the speed of modern industry.
telemetryVISION creates brand assets that align with guidelines and best practices from across the digital publishing landscape, working in tandem with the telemetryTRANSMIT team to inform truly unique and purposeful visuals.
telemetryTRUST transforms old-school PR with decades of experience and deeply cultivated relationships to precisely place impactful stories with the right audiences for maximum impact.
In addition to its core pillars, the company announces telemetryBOOST – its offering that amplifies the power of those pillars with a deep understanding of the paid social and paid search algorithms, shortening the learning phase and accelerating efficiency to increase reach, consideration and revenue.
Established in 2020, Telemetry brings leadership, vision and strategy to clients seeking a fresh approach to communications. By creating a more powerful approach to multi-platform storytelling, Telemetry enables our clients to find their brand voice, resonating with an ever-evolving audience. Learn more at www.telemetryagency.com.