Slingshot Aerospace Website Redesign Phase I [A Look Before & After]

Another website has made it off of our launchpad!

We did it! Phase 1 of Slingshot Aerospace’s new website redesign has officially launched, and we’re pretty proud of it.

Slingshot Aerospace is a forward thinking company providing cutting edge solutions in geospatial analytics. So when they approached us to redesign their website to match the progressiveness of their company, we were up for the challenge!

Redesigning a website for an aerospace company.

Slingshot uses data gathered from remote sensing and ancillary data sources to solve everyday problems for businesses. The challenge for their previous website was that many of their potential clients weren’t able to ‘see’ the solution that Slingshot had for their business pain.

We needed to not only make the website attractive, but communicate the need for the product in a way that was easy to digest from the customer’s perspective. The end result was an attractive and mobile friendly website that both amaraREPS and Slingshot are excited about.

“amaraREPS went the extra mile to really understand what we are all about and the message we needed to convey with our website.The new site looks great!”  

Thomas Ashman,

Chief Product Officer, Slingshot Aerospace

One Small Step for Slingshot…

This launch marks Phase I of their redesign. The website will continue to evolve as their business evolves; they will have the ability to add SEO rich content, additional services, and much more over time.

We wish them luck as they lead the charge in Machine Learning and Artificial Intelligence (aka solving the world’s problems).


For companies trying to illustrate a potentially complex or technical product via their website, we recommend starting with the following steps:

First, clarify the audience you’re targeting.

  • Slingshot Aerospace planned to use their website to attract customers, team members, and investors; they knew that their purpose and value had to be crystal clear to maximize their potential.

One way to do this is to make sure you have a comprehensive business plan that includes buyer personas and your strategy for funding and generating revenue.

Learn more about buyer personas as discussed in our CMO’s 10 Essentials of a Winning Marketing Strategy article.

Second, try explaining your product in the simplest terms possible.

  • We challenged them to create content that painted the picture of their products and services so that their target audience(s) could easily understand who they are and what they do. It wasn’t an easy task, but with our collaborative process, we were able to make it happen.

RESULT? We avoided complicating an already difficult subject.


Third, make sure you describe real life applications of your product versus just mentioning them.

  • For example… rather than just listing “Residential Property Intelligence,” the team at Slingshot Aerospace provided more clarity on the nature of their solution with descriptive bullet points.

Now, your everyday real estate insurance company, fraud investigator, or development firm understands the value of Slingshot’s solutions; solutions they may not have even known existed before.


To learn more about Slingshot Aerospace and the services they provide, visit their About Page, or contact them directly at 844-496-2200.

Tinder’s Three Prong PR Problem

On Tuesday, August 11, someone in the Tinder company utilized the company Twitter account to go on a “Twitterstorm” in response to a Vanity Fair article that uncovered some pretty unsavory uses of mobile dating apps like Tinder, Happn, Hinge, OkCupid, and more by members of the Millennial group. Without making predictions of how well Tinder will perform in the next five years, I have noticed that they have a pretty serious problem; their public relations. At Chapman University, I took a course in public relations where I learned a simple perspective on who is served by a company or brand’s efforts in public relations. My professor, Allen Levy, taught us that to be successful in PR, you have to nurture your relationships with three groups: your workforce, your customers, and potential customers (aka the world community at large). So, for instance, when it comes to your labor force, if you make sure that they are trained and equipped to do a job that they are proud of they become a word of mouth ambassador for your brand (and the opposite being very much true as well). As for your customers, keeping them happy by being accessible and providing them with solutions for their problems is the most important thing you can do to keep their loyalty and business. Finally, by maintaining a reputation of quality and esteem with the world at large, over time you may gain their dollars, but more importantly they won’t have a reason to question your value.

In the wake of the Twitterstorm, early on  August 13, Tinder announced that CEO Chris Payne (hired in March, with experience at eBay, Microsoft, Amazon and many others) was being replaced. So, who is being placed at the helm in these uncertain times? Former CEO and founder, Sean Rad. I repeat, former CEO and founder, Sean Rad, is taking his job back from Chris Payne after being demoted to president in November 2014 on the heels of a sexual harassment lawsuit that ended his friend’s career as CMO at the company. So, this may seem like old school, reaction-based management (and it is) but it may be more indicative of a lack of genuine leadership that can poison a company. High levels of turnover are not unusual at tech companies (ahem, Amazon), but this type of hire-fire-hire environment has led to some volatile conditions that affect loyalty and brand sentiment in the top tiers of the labor force and can make it difficult to attract a replacement squad further down the line. Maybe it’s NBD for the majority shareholders at InterActiveCorp (IAC), who in June announced plans to take their Match Group (containing, Tinder and OkCupid) public with an IPO, because Tinder is only a little fragment of their total investments in internet services and is becoming a bit of a black sheep.

I don’t doubt that there is talent at Tinder and a future for their app; I doubt they have a strategy for approaching their public relations proactively. That might sound harsh, so I’ll back it up a little. Their off-the-cuff “Twitterstorm” (which you can read in its entirety) started with a brief tweet eerily similar to the hyper-sexual communications that those interviewed in the Vanity Fair article reported as typical in their experience:


The message changes about 13 tweets later, but not the inflammatory tone:


Then 20 posts later this melodramatic martyr remark surfaces:


Dealing with negative press is difficult, but a professional public relations department works on their reputation consistently to ensure that they keep their customers happy and to gain consumer trust. In order to do that in this case, they would be better served to follow up in a manner that would discover to what extent this environment may exist and then act on it if it is not in line with the environment that they want to provide to the Tinder community. Why didn’t they point out that their users are able to report members of the community that send “harassing or offensive messages” along with the other safety issues that they may be exposed to on the platform? Afterall, educating the consumer is the responsibility of the brand and this could have been seized as an opportunity to strengthen a perceived weakness. Why didn’t they ask people to reach out directly to them via a feedback link to show that they are listening? This would give them an opportunity to highlight positive feedback and control the narrative. What they did instead was demonstrate an attitude of arrogance and insouciance towards critics who believe their product to nurture unfulfilling social experiences.

This reaction may not be damaging to their current members, who will probably come and go naturally, but could be a turn off to the world at large. This is the third, and equally important demographic, that good PR practitioners address in their strategy to maintain a good reputation and strong presence in the market. If it is true, as GlobalWedIndex has reported, that “about 62% of all location-based dating app users are male” and Tinder wants to increase their female presence on the app to better serve and retain their male membership, it’s important to pay attention to what they can do to draw in the ladies. This could even present an opportunity for them to explore the possibility of horizontal growth. If they do their due diligence and discover that there is a group that is being underserved due to the environment that their users are creating on their app, they could begin targeting a whole new segment of users that need a solution to mobile dating with a different purpose in mind. Given their access to innovators in technological development, and the billions they could raise when they go public, they could truly be sitting on a goldmine. The emergence of dating sites that target people looking for a particular result in mobile dating (such as J Date, Christian Mingle, Farmers Only, heck even Ashley Madison) hints at how specific people are when it comes to their expectations from service providers. No matter what their findings, once they do the data collection and analysis, they will have a convincing argument for their investors and a clear path for their evolution that will attract new users.

Was Vanity Fair unfair? What would you have done differently if you were on the Tinder team? Does this sound like a publicity stunt to you? Do you second the reactions that fans of Nancy Jo Sales are putting out there on Twitter? What do you think the future holds for the mobile dating industry? There are a lot of different ways to interpret the leadership changes Tinder is going through, their approach to understanding the market, and their public reaction (labeled a meltdown on AdWeek online) to Vanity Fair. Our job, is to practice the type of PR that we are confident in and encourage other entrepreneurs to do the same.


Re-branding: Depend® Takes It Down To the Skivvies

Necessity is the mother of invention. Judging by the amount of time and money (a reported $2 million to spokeswoman Lisa Rinna) Depend® has spent on re-branding themselves this last year, they must have decided it was time to recreate themselves. They did so with a great amount of enthusiasm as they started their “Drop Your Pants” campaign around July of 2014.

Essential to the campaign is a new way of looking at their product, wearable adult incontinence solutions. These “adult diapers” are the thing of over-the-hill parties and gag gifts meant as a not-so-subtle joke. Our reaction to them only perpetuates the embarrassment that people feel when they make a purchase of these products. That’s why the “Drop Your Pants” campaign battle cry is #NoBigDeal.

Whether or not this is a slogan that will work, the people at Depend® are sweetening the campaign with a little PR twist. They are diligently cranking out shareable content for social media and have made a promise to donate $1 per social share of their content with the hashtag #DropYourPants or #Underwearness. To date their website says they have reached over a million shares.

What do you think about this? What would you do differently?


Spring Cleaning: Revitalizing Your Brand’s Image

The Spring season is almost here and, for many of us, with that comes an annual Spring cleaning.  Top to bottom, left to right, we clear out the clutter and make room for the fresh and new.  Personal lives aside, can Spring cleaning apply to a brand?  The answer…is YES!  Some companies may need to update their look for a variety of reasons: avoiding a stagnant brand message, revitalizing the corporate image, keeping up with the changes that affect their target audience, and many others.  The process is called rebranding and it is an extremely effective tool for marketing, but also dangerous if done incorrectly.  Here are a few tips for those of you in need, along with examples of some major successes and failures.  We recently found ourselves with a client that needed to rebrand their company.  Cotton Heritage, an international 32 years successful apparel company, approached us with the task of changing their entire identity, beginning with their catalog.  Here’s a peek at the 2015 catalog that we put together for them:

Screen Shot 2015-03-22 at 11.27.02 PM

Click the Image Above to View the Cotton Heritage Catalog

Reimagine, Reintroduce, Rebrand

Don’t be discouraged/encouraged by the logo above, we’re not getting political over here at amaraReps.  That H is the new logo for Hillary Clinton’s 2016 presidential candidacy.  It is a part of the systematic rebranding that the former first lady is undertaking in order to reemerge to the public in a new, refreshing light.  Check out the article by Philip Rucker and Anne Gearan here, it is great food for thought and should get the wheels spinning a bit.  A few takeaways that I found interesting…

  • The article raises an important question: when and how do you rebrand?  There are so many factors that contribute to this discussion, but the underlying theme would be that the change should come when it is necessary.
  • For Hillary Clinton the decision was made to make her more relatable to the public and shake the past beliefs about her values and image.  However, the fact that she is a relative celebrity can make the whole process quite difficult.  Considering we’ve all had 20+ years to construct perceptions about her, it proves much more difficult than introducing a relative unknown.
  • Another viable case study that is brought up in the article is that of McDonald’s.  Currently they are experiencing a slump in sales based upon their values, so a shift in image is necessary to revamp the brand of the golden arches.  Once again, the fast food giant is so well known that to realign the course takes more than a new commercial.
  • Most major brands have faced this challenge before: Coca-Cola, Walmart, and Apple are just a few of the majors that have managed a change in the winds and had to recourse their ships.
  • What will Hillary’s (or your) new promise be to your public?  A clear, concise, and direct answer must be given.  Less is more and a one-word premise is the key to success.

All in all, any brand that is around long enough will have to reconstruct their image.  The course to take will all depend on the who, what, and where of your brand, but more importantly, the who, what and where YOU want your brand to be.  Just remember this vital piece of information: your brand isn’t necessarily how you see yourself, it’s how your demographic sees you.


We're here for you!

Don't be shy. If you have questions, or need help, please drop us a line, we'd love to be of service!