Shoretel Sky

Celebrating a milestone, connecting with key influence industry and pay homage to staff and clients

Battle Of The Bands


When our client M5 Networks was acquired, they wanted to host an event to celebrate this milestone, connect with key industry influencers and pay homage to staff and clients. They came to us for ideation and execution of an event that would deliver all of the above in an enjoyable and memorable manner.

Our client first approached us in October of 2011 about a Battle of the Bands event which would showcase their employees’ new musical skills which were developed as part of their corporate learning program. While the bands were all novices, the CEO of M5 really wanted to give all participants a full musical experience. We had to create an event that made all the bands feel like rock stars for an evening and ensure that guests came away with a full understanding of M5’s appreciation for its clients, its commitment to cloud technologies and its growth in the industry.


  • Created true concert experience inclusive of red carpet and paid actors as fans
  • Personality/theme styled name tags to serve as ice breakers. Guests were able to choose from 7 themes that included slogans such as “I’ve got the moves like Jagger”, “I’m with the band” and “I’m a Rock Star”. More than 500 clients attended the event
  • Successful integration of both the M5 and ShoreTel brands

The Strategy

The scope of the event changed multiple times during the course of the project, primarily due to M5 being acquired by another organization. This acquisition required a total reworking of the event branding. The Battle would be the first “public appearance” of the company since its acquisition so we wanted to make sure that guests, most of whom were M5 clients, entered an environment that had some familiarity.

We accomplished this by using the traditional M5 logo in gobos, step and repeat and on-screen presentations. To introduce their new parent company, we integrated their company branding into some of the visuals in a non-intrusive manner ensuring that the M5 brand was most prominent.

Each of the bands was given the VIP treatment. We arranged a professional photo shoot with each of them. With bands in New York City, Chicago and Rochester and budget limitations that precluded us from flying one photographer to all three locations, we had to use three different photographers in each city who understood our vision and were able to capture the inner rock star of these groups of engineers, sales managers and administrative staff to create a cohesive look.

These photos were included in email blasts that were used as part of the marketing campaign to share information with invited guests about the event and also used as part of the décor at the venue.

The Results

Each band worked the red carpet, conducted interviews with fans and interviewed for M5 TV with our on-air personality. The entire evening paid homage to M5’s culture with a nod to the future as part of their acquisition. See link [link to CRN write-up] to event photos.

The CEO of parent company ShoreTel was so pleased with the event he announced the launch of the Battle of the Bands 2013, which includes all 900 employees at 5 locations across the country. The Wakeman Agency will once again be planning the event.

Contact us to explore how our strategic communications expertise will help shape the trajectory of your organization’s work toward meaningful impact.