Second City Logs Major Increase in Marketing Services Client Work
Improvinnovator seen as go-to resource for sharpening wide range of client marketing messages -- for the Web, video, and live venues.
Chicago, IL (PRWEB) October 9, 2007 -- Second City Communications (SCC), the marketing services division of the world renowned improvisation theater company, The Second City, is bringing its unique voice and irreverent humor to marketing and positioning for a growing range of corporate clients -- including Motorola, CareerBuilder.com, Procter & Gamble -- and industry leaders in several other field including the Quick Service Restaurant industry.
SCC's marketing services revenue has risen to more than $1 million from the near-zero levels of just a year ago -- a dramatic increase that is forecast to continue as more companies look for strategic alternatives to marketing & positioning -- especially in live venues and online.
"There's a big shift in demand for distinct, funny, and authentic marketing messages," said Tom Yorton, President and COO of The Second City. "We excel at the a-ha moments that marketers are always looking to create -- and we have nearly 50-years experience producing funny insights into the human condition," added Yorton.
SCC marketing services assignments include helping companies deploy new and fresher ways to tell their corporate or brand stories across multiple platforms, especially including live, online, broadcast, and video. SCC is also involved on the product development and product definition fronts with corporate clients, including ideation, innovation, and helping clients create customer-centered products & services.
"This isn't just funny for funny sake," said Yorton. "We're creating funny, punchy, and short-form content that's relevant for clients looking for new ways to their customers. And because we're an improv company, we iterate multiple concepts quickly and efficiently. It's no fuss, no muss for clients," added Yorton.
The most recent example is Second City's collaboration with the nation's premiere online job search company, CareerBuilder.com, in a hilarious new book and videos to help promote CareerBuilder's innovative video resume service.
Second City and CareerBuilder co-authored the new book titled, Cube Monkeys: A Handbook for Surviving the Office Jungle, a hilarious send-up of typical (and numbing) office & work situations that also parodies popular business how-to books. Cube Monkeys is published by HarperCollins (September, 2007) and features Second City's trademark irreverent humor packaged in top-ten lists, quizzes, step-by-step guides, games, and humorous advice.
"CareerBuilder.com is a great partner for what we excel at -- operating in the nooks & crannies of a marketing strategy with unique tactics, using our trademark humor and keen understanding of human behavior," said Yorton. "CareerBuilder has a long marketing history of getting people to laugh at the work world while providing them excellent options for moving on to better jobs," said Yorton.
Second City is also helping CareerBuilder.com promote the benefits of its innovative video resume service to job seekers by producing a series of funny videos that show the wrong way to produce a video resume. "CareerBuilder's video resume service is very popular and important - and they wanted to do something different to demonstrate for customers how to do effective video resumes. Naturally, we poked fun at the bad examples -- using humor to shed light on how people might do video resumes effectively by looking at how not to do them," said Yorton. "It's a great example off using humor to break through and connect with people at an important, base level," Yorton added.
About Second City Communications:
Second City Communications (SCC) is the corporate entertainment, marketing services, and training division of The Second City-, the world-renowned improvisation comedy theater company that launched the careers of many of America's comedy greats over the past 50 years. SCC works with Fortune 1000 clients across a broad spectrum to take their corporate events to new heights with unique methods and decades of experience in delighting audiences. More information is available at Second City Communications
About CareerBuilder.com:
CareerBuilder.com, America's largest online job site, has more than 22 million unique visitors per month and more than 1.5 million jobs. CareerBuilder.com powers the job search centers for more than 1,000 partners, including 150 newspapers. More information is available at: CareerBuilder.com
Information about the book, Cube Monkeys, can be found here: here
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