Backbone Media is celebrating 25 years of success by innovating for tomorrow. Originally established as a public relations company representing out of doors way of life manufacturers akin to Black Diamond Equipment and Polartec, Backbone Media desired to supply significant profession alternatives and work-life stability to the energetic Carbondale group. Today, they’re delivering on that initiative as considered one of Carbondale’s largest employers. Backbone Media splits its 135-person sturdy workforce into three equal components, with hybrid work environments provided in its Carbondale and Denver workplaces and fully-remote workers working from throughout the United States.
After 18 years with the corporate, Greg Willams was not too long ago promoted to president of Backbone Media. Working from the Carbondale workplace on Fourth and Colorado, Williams advised The Sun, “We wish to make the appropriate investments in our enterprise. We wish to combine the appropriate expertise. We wish to make the strategic hires we have to make to be aggressive.”
During his tenure, Williams has helped upscale the corporate’s enterprise and transitioned the company from conventional print media to the corporate’s current 80% digital panorama. Now greater than a PR company, Backbone Media additionally makes a speciality of strategic media shopping for with a devoted information analytics staff evaluating the outcomes of shoppers’ digital campaigns. Williams stated, “The tempo and cadence of change inside digital media virtually require most manufacturers now to work with a digital media company.”
From its boutique roots, Backbone Media has amplified its experience to take care of the dominant metropolis companies for manufacturers like Yeti, Osprey, Chaco, Thule and Salomon. The pandemic supercharged the digital area, enabling Backbone Media to develop its companies to incorporate social media, internet affiliate marketing, search engine marketing and content material advertising and marketing. Heading within the route of full channel administration and content material creation, the company has recognized TikTok as an space to focus on the youthful demographic.
“One attention-grabbing shopper now we have, which we do this for, is Bank of the West. We create sustainable finance TikToks: monetary literacy on TikTok. Kids gotta study someplace,” Williams stated.
In addition to TikTok, Backbone Media will spend about $75 million shopping for media this 12 months from Facebook, Twitter, Instagram, Google, Hearst Media, Outside Magazine and different print and digital platforms. Backbone Media is celebrating this fast development by rebranding the corporate to accommodate a extra numerous demographic. The company’s coordinated coloration palette establishes a lighthearted and enjoyable temper whereas counting on clear technical design components to floor the model in its origins.
Williams stated, “It began as a core out of doors company, then energetic way of life. Then with rebrands, we are saying we’re for those that wish to transfer, folks that wish to journey, folks that wish to be energetic, individuals who don’t wish to be pigeonholed right into a demographic.”
Along with the change in coloration scheme, the contemporized emblem visually represents the corporate’s progressive tagline, “The right here and the following,” with an x representing the company’s presence mixed with an arrow indicating the corporate’s ahead momentum.
Williams defined, “One factor we’re actually is what’s subsequent. How can we stay aggressive? How can we proceed to ship for our shoppers with altering media consumption habits, generational tendencies and post-COVID modifications?”
Williams acknowledges that Backbone Media’s achievements are rooted in its heat relationships with a few of the most iconic manufacturers within the out of doors business and its worker cultivation. Growth stays a core worth for the rebranded company when it comes to firm success and workers’ alternative for upward mobility. The company is aggressive, which entails a level of hustle. Still, it’s aware of its way of life dedication to its workers by paying a dwelling wage and constructing a supportive tradition with flexibility that promotes work-life stability.
“We have very low turnover relative to different companies within the nation. Therefore, now we have low turnover with our shoppers as effectively. They just like the consistency that we are able to present,” Williams stated. “We wish to be telling our story 25 years from now. We are 135 hard-charging, enjoyable people, and we’re good buddies.”
Highly quantifiable digital promoting mediums enable for the calculation of exact returns on investments for the corporate’s model companions. Backbone Media invests sooner or later with information integrations, which allows the corporate to focus on and convert audiences at fashionable media’s blistering digital tempo. Perpetually in movement, Backbone Media spins from right here to the following with pedals underfoot, skis over shoulders and advertising and marketing in thoughts.
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