Be Brilliant Campaign

• SEO & SEM strategy
• Google AdWords grant management
• Brand identity
• Logo design
• Print collateral production

Through history, advances in science and technology represent the manifestation of thousands of peoples’ creativity, intellect, and collaboration. What better place to capture these brilliant sparks than a wiki that brings together thousands of articles, first-hand accounts, oral histories, milestones, and archival documents on the history of technology?

In partnership with many engineering societies and organizations, the Institute of Electrical and Electronics Engineers (IEEE) serves as the administrator for the Engineering and Technology History Wiki (ETHW). IEEE recognizes that a wiki is only as great as its contributions and it is only a useful resource if visitors can find it.

Since 2017, Convey has been working with IEEE to implement digital techniques and inspired design that entice scientists and engineers to contribute content and drive visitors to this invaluable resource.

IEEE launched the ETHW in 2015, using content from existing sources with support from partner organizations. Soon after Convey was invited to develop a preliminary awareness campaign—including a smart logo and a suite of print and digital collateral—to publicize the site to professionals at conferences and via partner websites.

Convey’s core “Be Brilliant” branding both evoked action and described the website through our “One Website. Volumes of Brilliance.” tagline. It was versatile enough to be customized across engineering disciplines and clever enough to mirror the essence of great scientific and technological advances.

*IRL – In Real Life

Convey’s digital campaign started with a small budget and a big idea: place targeted advertisements on Google, based on a few key search words. Using advanced Search Engine Marketing (SEM) analytics along with some old-fashioned trial and error, Convey demonstrated that a marked increase in traffic to ETHW was possible.

After the initial success of our SEM strategy, Convey applied for a Google AdWords nonprofit grant on behalf of the IEEE and won! The grant offered an immense opportunity—to the tune of $10,000 per month in free advertising—to expand our SEM strategy and drive impressive growth in site visitors.

• The “Be Brilliant” campaign was concise, inspirational, and informative, capturing the mission and spirit of the ETHW.
• The Google AdWords grant was awarded in perpetuity to ensure the Wiki continues to grow as a trusted collaborative resource for visitors and contributors alike.
• Staying on top of the analytics enables us to focus on what matters most: the visitor’s intuitive desire to learn more about engineering and technology.