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TSG Brings Bioscience Brand To Life
We’re happy to be finishing up a new integrated marketing communications exercise for ReGenX, a Washington, DC-based bioscience startup. ReGenX is a biologics company focused on the development of gene therapy as a platform for advancing human health. (Read more about biologics HERE)
The company produces a type of proprietary viral vector, which is a microscopic tool that molecular biologists use to transfer different kinds of genetic material into cells. This transfer allows for advances in biotherapeautics, drug discovery, vaccines, target identification and target validation. These are all REALLY important things for fighting disease.
Our goal for ReGenX was two-fold: First, we wanted to clearly establish ReGenX as a reputable player in the cellular biology space. We accomplished this by crafting a brand identity that established credibility and clearly spoke to the company’s purpose and service offerings, in addition to linking the company to technological developments from the University of Pennsylvania and a team of well-respected scientific advisors.
We also wanted to create a range of consistent, polished marketing materials that makes it easy for cellular biologists to understand ReGenX’s product offerings and provide a clear path to purchase. One of the key tools we created was http://www.regenxbio.com. Clean design, simple navigation and well-organized content converge to allow users to easily find their desired information and the integration of a NetSuite enabled form allows them to easily request a quote. 
We’re extremely proud of the work we’ve done for ReGenX and look forward to continuing to support them. Interested in finding out how we can help you craft a new brand from scratch or reenergize an existing brand? We’d love to talk.
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Sharpie A Backpack
Earlier this week I wrote about Sharpie’s newest campaign, “Sharpie Uncapped” and how they are taking the idea of aggregating content generated by users through social media and making it pay off. Today on Twitter I learned about another element in their integrated campaign that I also wanted to share.
Apparently they’ve partnered with Office Depot, a huge supplier of Sharpie product, to create “Project Backpack.” Through the site http://www.myprojectbackpack.com, users are encouraged to visit Office Depot to purchase the qualifying backpack and two free Sharpie pens and submit their custom backpack designs. It reminds me a little bit of Champion’s “Hoodie Remix” which I covered HERE. This is a brilliant effort by Sharpie to use integrated marketing to support their existing Sharpie Uncapped campaign (which is noted on the myprojectbackpack.com site). I imagine through Project Backpack they’ll receive tons of great submissions on sharpieuncapped.com.
Thanks, @sharpiesusan (another element in their integrated marketing arsenal)
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User Generated Content Is Beautiful
When done properly, marketing using user generated content can be effective at building a brand and beautiful all at the same time. Take for example the site created recently by the brand that essentially owns the permanent marker category, Sharpie. The “Sharpie Uncapped” site, which you can visit HERE is a site that allows users to register to share anything and everything Sharpie. Users can register to upload images directly to the site, or submit images through the web via popular social media platforms such as Flickr and Youtube.
It’s an amazing repository of inspiration and information about the many unique ways consumers are using Sharpie’s products. One look at some of the content on the site and it’s easy to see how the brand could develop an advertising campaign generated from the submissions on the site. It’s also a great way to encourage people to spread the Sharpie message via word-of-mouth marketing, as you can imagine the people who submit will be proud to have their work featured online.
While the visual appeal of the Sharpie site really helps to generate and sustain interest, there are many other categories where user generated content can and has worked: automotive, airlines, snack foods, shoe companies, car dealerships, restaurants, tourist attractions, and more. That said, it’s important not to simply give your customers the keys to the castle, so to speak. In order for a UGC effort to work, it’s key to engage in careful planning, think creatively and to know your audience (including having a healthy knowledge of what could go wrong). Need help? We’ve got that.
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The Simpler The Better
As communications designers, it’s our job to create materials that present information and messaging in the clearest and most compelling possible way. As such, we believe that there is such a thing as providing too much content, which can overwhelm your target audience. We’re advocates of simplicity and conciseness, which is why we wanted to share a link we found chronicling 40 examples of impressive websites where you never have to leave the homepage. Sometimes that’s all you need to communicate a message.
Here are some of our favorites:
See the full list HERE, and get inspired.
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Lessons On Doing Business w/Large Integrators
Recently I sat in on a call with the Director for Supplier Diversity for Lockheed Martin, Nancy Deskins (@LMsupplier_div on Twitter). She, in partnership with MySBX, was holding a webinar for small businesses looking to do more work with large integrators and since we often do businesses with companies that sell directly to the government, or small to medium sized businesses that seek to do business with large integrators (like Northrop Grumman, Boeing, Raytheon, or Lockheed Martin) we thought it was worth our time.
I learned a great deal from the call about the protocol of doing business with these large “prime” vendors, but one of the greatest lessons that came out of the call was something that reinforced something that we’ve always told clients and prospects: According to Nancy, almost without fail, the first thing these integrators or the government does when contemplating vendors is go to investigate the company’s website.
She noted that one of the most important things when awarding a contract or solidifying a partnership is that the prime can trust that the company they choose is going to deliver on time, on budget and without complications. She went on to say that SBLO’s (small business liaison officers) look for cues on a company’s website that indicate whether they have what it takes to perform. They want to see proven results, attention to detail and a clear demonstration of mastery in a given field.
So take a look at your own website and if you’re not proud of what it says about your company to potential partners and customers, you can’t afford not to call us.
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