The agency said it will operate as a strategic partner responsible for helping to develop an audience for the new service and shepherding the 230-year-old brand into the new digital marketplace. The effort will include creating, managing and measuring the effectiveness of online marketing communications. Billings were not disclosed.
eBLAST is described as “the thinking person’s guide to the Web,” with a directory of more than 130,000 sites that have been selected by Britannica’s editors for their quality and usefulness. The free service also offers a forum for writers and thinkers to help create a dynamic site where users will find fresh perspectives on new media and their effects on all aspects of life.
“This is exactly the type of strategic assignment Nicholson is designed for,” said Jennifer Friedberg, senior vice president, marketing and business development at Nicholson NY. “It draws upon our ability to bring brands onto the Internet and to build businesses online through smart marketing.”
“eBLAST is an important step in redefining the role of Britannica in the digital age,” said Joan Julian, vice president for online services at Encyclopaedia Britannica. “Nicholson clearly understands our brand, knows the competition and offers the strategic, creative and analytical services we need to make eBLAST a successful destination for knowledge seekers on the Internet.”
Nicholson said it plans first to use broad-reach vehicles like large search engines to create awareness of the site and to then drill down into narrower audience segments. Communications will become increasingly targeted. Marketing will initially consist of banner advertising and will likely move to narrower and deeper approaches as the market is identified. Likely segments include teachers, students, researchers, parents with kids online, senior citizens and passionate hobbyists.
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