The country’s best-known minor league baseball team came to Signal for a refresh of the stadium signage at the Durham Bulls Athletic Park. The project included all permanent signs indicating seating sections, party decks and concessions. We also created new gate entry and archway signs, window banners, suite murals, and a series of hanging championship banners dating back through almost a century of Durham Bulls history. The signage won a 2011 Triangle ADDY Gold Award for Best Out-of-Home Campaign.
GE Hitachi Nuclear Energy is a world-leading provider of advanced reactor technology and nuclear services. Established in June 2007, GE Hitachi is part of a global nuclear alliance created by GE and Hitachi to serve the nuclear industry. The company’s three main product lines include advanced reactor technologies, nuclear services, and nuclear fuel cycle. GE Hitachi has more than 2,500 global employees and is headquartered in Wilmington, NC.
BACKGROUND
GE Hitachi came to Signal with the objective to create an engaging iPad app showcasing service offerings in nuclear plant safety and maintenance. The app would be a sales tool supplementing conventional printed fact sheets in the sales force’s interactions with customers. The client wanted the app to present dynamic multimedia content in a clear, sophisticated manner to match the company’s technological innovations, with the ability to make later updates and additions.
OUR SOLUTION
Signal organized and edited the client’s provided content assets under the eight highest-profile services categories. We met with each individual service team to identify and understand their main message points. As part of our discovery process, we audited what materials they had, compared these to the messaging objectives, and reconciled any gaps.
Ultimately we assembled a range of iPad app features including splash screens, demo animations, scrolling technical diagrams with interactive hot spots, video clips, 3-D renderings, photo galleries, fact sheets and ad slicks. All content was built into the app to ensure functionality without an Internet connection.
As a pre-visualization tool, Signal created a wireframe model of the app’s entire structure. This detailed wireframe served as a vehicle for revisions and approvals, giving the client a clear understanding of how the app would look and function before it was actually coded. This enabled the programming to proceed smoothly with an approved content road map in place.
The completed project was published as an enterprise app, not available through the conventional App Store but distributed internally to the GE Hitachi sales force. The app serves as a “one stop shop” collecting all key marketing materials on the featured services together in one location, in a manner the company had never done before.
THE RESULTS
Our clients at GE Hitachi have expressed great satisfaction with the iPad app. Expansions are being planned for a future update, and other departments at the company are interested in developing apps of their own. Following are some comments from GE Hitachi personnel:
“The systems that we sell are highly complex. I can’t carry that to a customer’s site. So having something like the iPad app helps to convey the technology… It’s a really cool way to tie all aspects of the system together in front of the customer and show them how they benefit each other.”
– Eric Mino, Manager of Controls and Systems Upgrades.
“I think this app is going to help us sell in that it has a wow factor to it. It really has a techie feel and our customers are technical in nature.”
– Sean Fuller, Regional Sales Leader
“By working with Signal, we were able to develop and implement a very effective Enterprise iPad app for our commercials teams. This tool directly led to the sale of some of our highest profile new products. Enabling the teams to literally show these tools in action made all the difference.”
Fuel Up to Play 60 (FUTP60) is a program founded by the National Dairy Council (NDC) and National Football League (NFL) that supports health education in schools. BRAX Fundraising partnered with FUTP60 to create a new fundraising initiative targeting an audience of school administrators and parent associations who are interested in new fundraising sources but difficult to reach.
Signal was brought on board to help develop the new fundraising initiative called Fuel Up Cups. A microsite using national FUTP60 branding was launched with a focus on lead generation. We developed materials communicating with various stakeholder groups, including school leadership, parents, NDC reps, regional dairy council personnel and the BRAX sales team.
The Fuel Up Cups initiative was activated in five national pilot markets (spotlighting local NFL teams) through email, online and event campaigns supporting sales outreach, with a national rollout to follow.
Situation: Our client BRAX Fundraising develops and delivers successful fundraising programs for schools and youth sports teams. In an effort to raise brand awareness, drive more traffic to their website and increase sales, BRAX launched a Back to School campaign at the start of the 2012-2013 school year. They chose to run an online banner ad campaign on the website of PTO Today, a publication for school volunteers in parent-teacher groups (PTOs and PTAs). Signal created a campaign banner ad and a promotional landing page. Schools signing up for a fundraiser were entered to win $1,000 worth of school supplies.
Results: With a $4,000 total investment (including the $1,000 prize value), the campaign produced 43 open fundraisers. While BRAX is still working to determine the final revenue numbers from the new fundraisers, based on average orders the campaign is projected to deliver $86,000 in revenue.
Why it worked: This particular campaign had a lot of positive factors working in its favor. A strong call to action spotlighting an appealing giveaway, good timing right before the start of the school year, a sense of urgency to act immediately, cohesive creative, and an overall successful connection to the needs of the target audience. BRAX even decided to run an unplanned second campaign for October.
Our client, a prominent international pharmaceuticals company, chose to rebrand an established incentive compensation program to have a stronger focus on building a high performance culture. They developed a new name, Performance Circle, that better reflects that goal with emphasis on excellence as both a journey and a destination.
Our client came to Signal for help producing the promotional materials that will introduce the rebranded program to the company’s sales force. The objective was to clearly communicate the new identity and to get the sales force excited and enthusiastic about working hard to qualify for the rewards program.
Signal established new brand standards for Performance Circle and activated the brand through internal communications and a comprehensive promotional campaign supporting two marquee events hosted at the Ritz-Carlton San Juan and Terranea Resort in Rancho Palos Verdes. The campaign included rollout communications introducing the program to the national sales team; recurring communications to keep the incentive program top-of-mind; and communications to build excitement among the qualifying winners.
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