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Annie Wegrich

Through many late nights with her nose in a novel, Annie cultivated her way with words. At her day job you’ll find her putting her word-wise noggin to use—whether she’s reviving listless marketing jargon or landing the perfect header in a datasheet.

Sr Consultant | LinkedIn
Turning up the heat on wikis with technical animations

01/14/2021

Turning up the heat on wikis with technical animations

By: Kelly Schermer, Annie Wegrich

Turning up the heat on wikis with technical animations

Animations are blazing hot sauce in marketing today for good reason. They’re informative, persuasive, and add a spicy zing that keeps your company top of mind—in less than two minutes. With nearly two-thirds of customers preferring to watch a short video over reading a document (Wyzowl), animations offer the biggest bump for your brand. They have the potential to deliver a higher message density (think Scoville Heat Units) per second than other types of video by giving you full control over the auditory and visual elements as well as the interplay between the two.

A lot of animations today target the check-writing, decision-making customer at an organization. Typically, these animations stay at the organization or product level to help business leaders make the best choices for their teams. However, in the B2B technology space, staying at a higher level can sometimes mean burying the details of your main differentiator in technical wikis, docs, and blogs. In short, not giving it the marketing props it deserves.

This strategy can be troublesome as your offering gets vetted down the sales funnel. It forces developers and engineers, who are the key influencers and ultimate implementers of your solution, to slog through technical documents to find and unpack crucial nuggets. Who can blame them if they can’t find your buried differentiators?

A technical animation targets tech-minded influencers  

At 2A, we help B2B clients troubleshoot for these potential pitfalls by considering how a technical animation can be used to round out their marketing strategy. Technical animations target the developer/engineer influencers, homing in on a single feature or capability and describing both how it works and why the audience should care about it—in under two minutes. They can be especially useful if you want to:

Land a technical concept that’s not well understood and explain your product’s advantages

Demonstrate key features and controls you offer that exceed current industry capabilities

Investigate different scenarios and/or environments that might create new use cases

Our technical animations give you the old two-for-one punch by educating influencers about nuanced topics and promoting the value of your solution. If you’ve been relying on classic technical documents to help communicate what sets you apart, you could be missing a valuable chance to stir up more interest with a technical animation.

Spice up a technical story with us!

Li Spotlight

01/16/2020

Meet Li, the model modeler who magnifies marketing

By: Annie Wegrich

Li Spotlight

Ahh, high school. The years when we knew everything and were gracious enough to share our insurmountable knowledge with anyone, without prompt. Guangyi Li, or Li, was a typical high schooler in many ways. He knew everything, doodled the day away, and loved a good video game.

Temporary introvert

However, unlike the teen you probably were, Li kept his knowledge to himself. In fact, he kept almost entirely to himself. As a recent immigrant from China, Li didn’t share a common language with his midwestern classmates. Although wise beyond his years, he barely spoke outside of his family until he went to college, lived in the dorms, and met a roommate worth talking to.

Rewarded risker

That reserved high schooler is not the Li we now know at 2A. The Li we know taught himself how to tackle big challenges, like learning English in college, and how to take on big risks, like moving to Seattle without a job or a place to live.

Marketing asset

The Li we know is brilliantly artistic and laugh-out-loud funny. We’re so glad he sought 2A to advance his skills by working across industries and media, because really, we were seeking Li. With a design aesthetic that balances the playful with the professional and comedic timing that charms every meeting, Li elevates our team.

Role model-modeler

Li’s dynamic commitment to design enables him to quickly shift gears and tackle projects with precision—like overhauling 20 PowerPoint decks in less than a week or diving deep to refine every element and effect on a robust website. But at home, Li prefers the still and small, zooming in to create tiny scale models with impeccable detail. We’re talking a 7-inch greenhouse with teeny-tiny, climate-appropriate plants and a coffee house with a detailed espresso machine that screams $5 12oz. Big or small, Li applies the same methodical approach and commitment to each pixel, PowerPoint, and plant.

Is your website giving you the foam finger?

04/18/2019

Is your website giving you the foam finger?

By: Annie Wegrich

Is your website giving you the foam finger?

You’re up at 5 a.m. to practice. You lace your skates just right, run drills, and learn to pass with precision. It’s game day, and your whole team is ready. The last thing you want to do is let down your fans by showing up without a hockey puck and casually eating a hotdog as you skate to center ice. That’s not professional.

It’s the same with websites. If you drive your users to a messy site that’s hard to navigate, slow to load, or, just plain boring, you might as well be facing off without a hockey stick.

2A is here to help. Our website development team plays every position from design to deployment. We recently designed and built a new website for The Sports Institute at the UW Medicine. Their previous website didn’t reflect their newly updated branding, nor did it evangelize their mission, initiatives, and research. Meanwhile, The Sports Institute database was bursting at the scripts, causing pages to load slowly. The user experience wasn’t set up to surface new content and innovative posts were lost among the pixels. The 2A team of consultants, developers, and designers grabbed our gloves and helped The Sports Institute build a game-winning internet presence (and, we got pretty good at sports metaphors).

Here are a few of the plays we made to give The Sports Institute a website that scored big and met their goals:

  • Built a custom CMS that can support frequent updates
  • Designed an intuitive navigation structure to guide audiences to their desired content
  • Balanced photography and original iconography to keep visitors enchanted
  • Prioritized headlines and copy to increase conversion and improve SEO

The result? An inviting and purposeful website that responds at slapshot speed.

Is your website in the penalty box? We’re that coach who will turn it around—can’t you see the winner montage?  

Swag you can’t Passover

04/10/2019

Swag you can’t Passover

By: Annie Wegrich

Swag you can’t Passover

Every spring, my husband and I invite a growing number of friends to celebrate Passover at our table (which sits six, not 18—get comfy). Most friends have never attended a Passover Seder before. They haven’t dipped parsley in salt water or combined sticky sweet charoset with bitter maror. The Passover meal goes on for hours, and the process from matzo balls to macaroons is a lot of cooking for two.

So it’s a good thing I’ve been playing the role of executive chef for the past few weeks on a flavorful and complex project. Cogeco Peer 1, a global provider of essential B2B technical solutions, participated in three SXSW events last month, with the goal of educating tech leaders and avid gamers about their brand. The company wanted to power up their SXSW 2019 exhibition presence with messaging and designs.

Cogeco Peer 1 worked with 2A to plan, shop for, and boil a four-star SXSW feast. The smorgasbord kicked off with booth designs to grab attention and an event landing page to entice. The main dish consisted of social posts to drive followers to the Cogeco Peer 1 event booths and giveaways to delight serious gamers. Cogeco Peer 1 was looking to give conference attendees a taste of how they could power their potential with technology, and 2A had the menu ready.

Except, unlike Passover, I had a team of marketing chefs to pull off this feast. 2A designers, storytellers and consultants all joined me in the kitchen. Our storytellers concepted a theme that made stomachs rumble. Our design gurus whisked up 4-star booth backdrops, banners, and event boards. Our consulting team made sure dishes complimented each other, and everything arrived on time. The 2A team achieved full-scale event management, and I affirmed that with the creativity and wit of our team, nothing is off the table.

Headed to a conference? That’s on our menu.

We’ll freshen your brand like a tropical breeze

07/25/2018

We’ll freshen your brand like a tropical breeze

By: Annie Wegrich

We’ll freshen your brand like a tropical breeze

I’m an Oregonian—lover of blustery days and practical rain gear. In the spring, the first sunshine brings a vitamin D rush, and summer the annual cringe when SPF 100 wasn’t enough. 

But I wouldn’t have it any other way. There aren’t many places in the world where you’re a few hours from skiing, sailing, and hiking. The only thing we’re missing (okay, not only) is a tropical breeze. Washington has miles of windy beaches, but they’re not exactly beckoning for lounge chairs and drinks with tiny umbrellas.

But now, when I step into our office, I have a little oasis all year round thanks to Carey Wendel of Bleedfoot Florals. A horticulturist with a fine arts background, she went creative and strategic when curating our selection of office plants.

Our new plant crew made their debut during our annual summer party this week. In case you missed it, let’s meet a few.

With bright skylights and 22-foot ceilings, our new space deserved more than ferns punished to corners and succulents struggling against florescent lights. We went bold. Walk up our stairs and expect a smile from two classically island Kentia Palms. Open the doors and the Giant Bird of Paradise will offer a firm handshake. Fun fact, this plant can grow over 12 feet tall. Why have 22-foot ceilings if you’re just going to waste them?

Now join us for a team meeting. Our best collaboration is cultivated over the humble Hoya Obovata, a traditional hanging plant with creeping vines and dark green leaves. On our communal table, this little plant has plenty of room to grow and explore—and by using it in an unexpected way, we’re inspired to break from tradition too.

Finally, the newcomer. Our Philodendron Monstera joined us right in time for our summer office party, and the lace-patterned leaves have left us craving swiss cheese ever since. This beauty will require a little more fertilizer, pruning, teamwork and strategy to thrive—just like our best stories. 

We take our plants and our marketing seriously. Let us freshen your brand like a tropical breeze.