Corporate Messaging Architecture - Captivate

CORPORATE MESSAGING

ARCHITECTURE

This document contains a complete update to Captivate’s corporate messaging. Using insights surfaced and synthesized during the February 2022 Brand Summit, it infuses next generation ideas into the company’s messaging architecture to augment and elevate the Captivate brand to meet our evolving business strategy. With this update, we are establishing a unique voice and hierarchy of information (most important things first), leading with our differentiators, and using active language to help position Captivate quickly and effectively in all written marketing communications. The new messaging is designed to be future-facing, responsive to shifting market conditions, and adaptable to various media including web presence, public relations, introductory conversations with broad audiences, graphic elements, advertising, brochures, presentations, and targeted qualifications directed at specific Economic Buyers.

& DELIGHT

GOALS FOR THE NEW MESSAGING

Provide a comprehensive suite of corporate messaging elements

Establish a clear brand voice

Democratize top tier messaging: make it accessible and appealing to a wide audience

Establish hierarchy of information - lead with most important elements, get progressively more detailed and technical

Highlight our differentiators to stand out from the competition

MAJOR THEMES

BRAND VOICE

Developing a distinct brand voice is critical to a successful brand. It creates narrative consistency across every marketing touchpoint and allows us to define ourselves to anyone who encounters our brand. Our voice must reflect company values, stand out from the competition, and resound consistently across all channels. This will improve brand recognition and drive engagement. The brand voice is client-facing and works to complement our editorial voice which is viewer-facing and used on our screens.

Our brand voice attributes are described below:

Definition

Trusted Clients can rely on us to treat their brand with care, invest in their success, and operate with integrity. Viewers can depend on us for premier content to entertain and keep them in the know.

Do Don’t

Stress qualities that make us trustworthy, both in ways we operate and develop content: reliability, dependability, transparency, sincerity, professionalism, and staying power. Use data when appropriate.

oversell, overpromise, or claim to be the best. Don’t use data as defense or to the point where our message drowns in statistics. If it can be relayed with words, forego numbers.

Collegial We partner with our clients in both ad sales and real estate to help them succeed by truly understanding their pain points and decision drivers and offering the right solutions to today’s problems.

Inclusive Welcoming to all, committed to building equity and amplifying marginalized voices. Plugged into the current conversation. Inviting constructive interaction and engagement from everyone who comes across our screens.

Demonstrate that we thoroughly understand issues our clients face, and have the tools, resources, and processes to address them. Be respectful of your audience’s time. Be concise. Ask questions.

Use warm, plain, conversational language. Use occasional elements of humor of when appropriate. Invite feedback and interaction. Remember to inform+ delight.

Use language that’s too technical, complicated, or lean on industry jargon and terminology. Don’t use dry language or extensive bullet points.

Avoid slipping into a too casual tone, using cliches, or assuming a familiarity with your audience.

the BASICS

OUR PURPOSE

Why anyone would choose to associate with our brand.

To enrich the lives of modern professionals with content that informs and delights at seamless touchpoints along the daily journey.

OUR MISSION

How we differentiate through the way we deliver on our purpose every day

To serve as turnkey connector between our clients and the modern professional by offering unique programming that invites engagement, builds community, and delivers value for everyone in front of and behind our screens.

OUR VISION

A vivid picture of where we are headed to motivate others to take the journey with us

To be known as the #1 trusted digital out of home solution for brands, property managers, and modern professionals worldwide.

CORE VALUES

°● Should express the characteristics necessary to deliver on your purpose

°● Should demonstrate your commitment to your purpose

°● Should establish the principles that must be upheld by everyone within the organization

Integrity

We consider the trust placed in us by our clients, partners, and viewers to be a great responsibility. We strive to operate with empathy, honesty, and transparency, both in producing our content and in providing our service.

Tenacity

We use resilience as fuel for innovation by combining our grit and determination with a passion for client service and audience engagement. We persevere in the face of adversity, believe that change keeps us agile, and nurture our scrappy, infinitely curious start-up culture as we mature into a world-class legacy brand.

Diversity

We are committed to ensuring that our content is attuned to - and genuinely reflects - the world’s vibrant diversity. We are intentional about creating an environment of inclusion at Captivate that mirrors the diversity of our clients, audiences, and society.

VALUE STATEMENTS

AD SALES + PROGRAMMATIC

Captivate allows brands to target and engage high-value audiences at scale in a curated, brand-safe and interactive environment with content sponsorships, contextually-relevant advertising, and partnership extensions, served in uncluttered locations at various touchpoints throughout the day.

REAL ESTATE

A “service-first” organization, Captivate operates at the intersection of utility and amenity, providing our clients with a turnkey communication platform to meaningfully engage with residents and visitors, build trust and community, and monetize existing screens with a mix of curated content and targeted advertising.

CONTENT / CAAS

Content-as-a-Service delivers the power of Captivate to existing digital signage networks. These partnerships optimize existing screens with high value content, potential for monetization, and white label experiences such as custom channels and programming. Ranging from fully curated content to programmatic solutions, Captivate tailors the content-as-a-service experience to meet our partners’ individual needs.

about Captivate - DESCRIPTIVE STATEMENTS

50 WORDS - ELEVATOR PITCH

Captivate is a leading digital-out-of-home video network with over 12,000 screens featured in premier locations where modern professionals live, work, and play. We connect agencies and brands to a high-value audience through live editorial content, serve as a turnkey communication solution for our real estate partners, and deliver a seamless, engaging viewer experience designed to inform and delight.

100 WORDS

Captivate is a leading digital-out-of-home video network with over 12,000 screens featured in premier locations where modern professionals live, work, and play. We connect agencies and brands to a high-value audience, and serve as a turnkey communication solution for our real estate partners. Captivate’s network engages millions of professionals daily, reaching them at multiple touch points along their daily journey with live editorial content and contextually relevant advertising. Located in captive environments and inviting interaction, Captivate screens deliver a seamless, engaging viewer experience designed to inform and delight.

200 WORDS

Captivate is a leading digital-out-of-home video network with over 12,000 screens featured in premier locations where modern professionals live, work, and play. Available via both traditional and programmatic channels, we connect agencies and brands to a high-value audience with live editorial content and contextually relevant advertising at multiple touch points along their daily journey. Our robust, data driven targeting and audience measurement solutions ensure brands always reach the right audience and achieve the highest ROI on their campaigns.

Leveraging 25 years of real estate experience, Captivate partners with top portfolios to revolutionize resident communication and provide uncompromising white glove service. The high-impact digital amenity engages residents at welcome moments of respite with content curated by a live editorial team, while our turnkey ScreenCenter™ portal enables property managers to create and publish real-time notices directly to our network in minutes. Captivate elevates the property experience and helps build a sense of community coveted in the multifamily space.

DIFFERENTIATORS

The human touch (DIFFERENTIATING THROUGH LIVE EDITORIAL TEAM AND FOCUS ON SERVICE)

Captivate is the antidote to endless RSS feeds and high-volume churn of media buying transactions. We bring a human touch to both our content and our focus on service. Instead of a syndicated, impersonal information stream, we have a live editorial team continuously crafting timely, engaging, and useful content to inform and delight our viewers. Content is delivered both in short, “snackable” format, as well as extended features, sponsorship opportunities and paid programming syncs. We invite our audiences to actively interact with our brand, creating a rich and varied viewer experience that translates to a higher share of voice for our clients.

Service is at the core of our business model, and we pledge to serve with integrity and transparency at every stage of our partnership. Everyone from our technicians to our customer success staff is committed to creating a seamless turnkey experience for our clients.

Unrivaled access to the modern professional (DIFFERENTIATING THROUGH UNIQUE ABILITY TO REACH AND ENGAGE HIGH VALUE AUDIENCES)

Our viewers interact with us throughout the day, at natural pause points in their busy, task-filled routine. Captivate screens are placed in uncluttered, distraction-free environments, yielding higher dwell time and share of voice than our competition. Viewers trust us to deliver curated content, brands count on us for targeted and contextually relevant advertising, and real estate partners expect a turnkey communication platform. Combing these expectations into a unified bespoke experience, Captivate serves as a positive interruption that enriches the moment, connects audiences to brands, and empowers professionals to make better informed decisions daily.

We extend our reach even further with strategic partnerships, continuously expanding on our promise to engage high value audiences at scale.

DIFFERENTIATORS

Commitment to innovation

(DIFFERENTIATING THROUGH FOCUS ON INNOVATION, AGILITY, AND STAYING TOP-OF-MARKET)

At Captivate, we use resilience as fuel for innovation. We are curious, tenacious, and agile; always iterating in search of the next big thing. What started 25 years ago with an idea to make office elevator rides less awkward, has grown into an industry-leading media company that engages over 13 million professionals at various touchpoints along their daily journey. Our core product remains the same: unique ability to reach and engage high value audiences, but our offerings continue to evolve in response to market forces, industry dynamics, advances in technology, and changes to the way media is used and consumed today.

PRODUCTS AND SERVICES

ADVERTISING

Reach them when no one else can. Captivate offers a wide variety of ad products, available through both direct and programmatic channels, that are designed to engage your target demographic. Standard ads can be served in :15 and :30 second formats, as either video, static or dynamic content. Custom ad products are available using the same specs, but may include originally produced creative, as well as content sponsorship opportunities, and partner content syncs.

SUBSCRIPTION SALES

Subscription services provide a turnkey solution for our real estate partners spanning media subscription, hardware, installation and maintenance services. The subscription can be upgraded with premium features such as our proprietary building messaging platform called ScreenCenter™, transit/commuter data, on-screen branding, and more. The subscription also comes with access to a dedicated Customer Success team and Network Operations Center committed to the highest level of customer service end to end.

CONTENT-AS-A-SERVICE

Content-as-a-Service delivers the power of Captivate to existing digital signage networks. These partnerships optimize existing screens with high value content, potential for monetization and white label experiences, such as custom channels/programming. Partners work with Captivate to tailor their content-as-a-service to meet their needs.