PMC Speakers Professional
Copywriting
Social Media
Strategy
Design, Project Management: Sttt.us / Michael J. Morgan
The Brief
PMC is a leading manufacturer of high-end speakers, trusted in the world’s best music and film facilities from Capitol Studios to Apple HQ. Ahead of launching a new product line, PMC wanted to establish its online presence with on-brand social content and copy.
The Challenge
Music technology brands often lean on dry tech specs or illustrious credits that feel out of reach for the aspiring user. PMC wanted to stand by its reputation as a maker of precise, premium, and hand-built speakers while educating prospective buyers and cultivating a digital community.
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PMC is a leading manufacturer of high-end speakers, trusted in the world’s best music and film facilities from Capitol Studios to Apple HQ. Ahead of launching a new product line, PMC wanted to establish its online presence with on-brand social content and copy.
The Challenge
Music technology brands often lean on dry tech specs or illustrious credits that feel out of reach for the aspiring user. PMC wanted to stand by its reputation as a maker of precise, premium, and hand-built speakers while educating prospective buyers and cultivating a digital community.
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The Solution
I developed tone of voice guidelines based on PMC’s new identity (developed by STTT.US) that balanced the grunge rock and pop-art aesthetic of the brand's 1990s roots with casual, confident nods to its technical excellence.
I wrote copy for a daily social media campaign designed to be informative yet witty, and to resonate with three identifiable customer segments: entry-level, midrange, and high-end users.
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Audience-generated content was equally important: I created a custom Google Form to interview producers and engineers who use PMC products, and edited their responses into weekly showcases of community members and their work.
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