Case Study


Integrated Marketing Campaign Positions New Products During ISTE


Califone, a leader in the design, development and manufacturing of audio equipment for use in education, needed a sound plan to reveal its newest product offerings at the annual ISTE conference. Products included Califone’s premiere NeoTech and NeoTech plus series headsets, as well as the Grouplink™ Bluetooth® 6 Position Jackbox. CB&A developed an integrated marketing campaign that positioned Califone as the leading expert in AV equipment for the classroom through media relations, thought leadership opportunities and targeted social media outreach. Post-conference, CB&A continued to feature Califone’s new products through organic and paid social media outreach.

  • Strategic Planning
  • Social Media
  • Media Relations
  • Thought Leadership


  • Develop paid and organic social media strategies targeting ISTE attendees
  • Deploy a national social media campaign to raise awareness of new products
  • Enter new product offerings into relevant industry award programs
  • Draft news release announcing debut of two new products at ISTE
  • Conduct embargoed media relations outreach to key targets
  • Distribute news release in advance of media meetings at ISTE
  • Facilitate on-message media interviews to introduce new products


CB&A leveraged its strong industry relationships to secure meetings with prominent education trade media, increased traffic to new product pages through two social media outreach campaigns, and helped Califone earn a Tech & Learning ISTE 2018 Best of Show Award for the Grouplink™ Bluetooth® 6 Position Jackbox. The media relations campaign secured feature coverage in top-tier education trade outlets, including District Administration, Tech & Learning and eSchool News, as well as earning notable mentions in University Business and Education Dive.


Social Media Reach


Total Link Clicks


Total Reach


Earned Media Placements


Media Interviews

“The support we gained from CB&A not only helped us to get the news out about our newest products, but helped us leverage media contacts at ISTE. Through their media relations efforts and social outreach, CB&A secured valuable coverage, helped us earn a highly-esteemed Tech & Learning award, and boosted Califone’s position as a leader in the AV market.”

–  Ferko Goldinger, Senior Marketing Manager, School Specialty