Ingersoll Rand’s Power Tools division maintains an active social media presence, promoting its popular line of products. When the manufacturer needed help producing compelling content for its B2B user audience on Facebook and Instagram, they looked to Signal to provide additional bandwidth.
The Power Tools division was keenly focused on market research, launching new products and keeping dealers and distributors happy. They relied on Signal for creative writing, design and animations on a regular basis, to keep the pages interesting and engaging.
From raw assets of product images and/or video content, we provided monthly batches of posts, in advance, to help client teams streamline the approval and execution process.
Hyster-Yale Group designs, engineers, manufactures, sells and services a comprehensive line of lift trucks and parts marketed under the Hyster and Yale brand names. To support its dealer networks, the manufacturer created an online hub for dealers to access various marketing templates. Hyster-Yale brought in Signal to map out and develop or redesign all possible templates for both Hyster and Yale brands.
We made the marketing assets easy for dealers to access and customize, while maintaining strict visual standards for each brand. Now that this comprehensive template library is in place, Hyster-Yale can seamlessly direct their dealers to important communications tools that fit their efforts at the local level, delivering manufacturer support before, during and after routine sales as well as inventory pushes that drive customer traffic to their door.
In addition to campaign landing pages with embedded content that could be inserted via iframe into a dealer’s website, other key assets included:
• Email templates with ready-to-go content
• Social media posts and graphics
• Digital banner ad templates
• Sales and promotional flyers
• Rental unit campaign materials
• Indoor and outdoor signage
Cree Lighting is a market-leading innovator of LED lighting and semiconductor solutions for wireless and power applications.
Cree engaged Signal to develop microsites targeting specific vertical market segments with information on relevant high-value product SKUs. They were seeking new approaches in marketing and lead generation, especially under pandemic restrictions for sales teams and outreach. Each segment’s landing page was rich with targeted content, from videos to case studies and interactive guides. See the microsites for Healthcare, Petroleum, and Education.
Integrating with the Cree’s Pardot marketing platform, we created a series of 4 to 5 emails for each industry segment, aimed to gain trust, provide greater visibility to content previously buried within the larger brand site, and to create opportunities to enter the sales funnel at different sales cycle conversion points, through remote demos and webinars, strengthening the lead scoring for prospects and newer audiences that were now working remotely.
Due to the landscape at the time, Signal helped develop priorities in healthcare campaigns first, then education with the shift toward getting students and faculty back into classrooms. With gas station/convenience store audiences being more of a mainstay, we timed design and development to coincide with the industry’s virtual conferences over the summer months to help prospects engage with the brand, as if they were at the show.
We provided content development and art direction as well as coding and development for the client to execute distribution and tracking/analytics.
Teleflex is a global provider of medical devices and technologies, which is committed to promoting superior customer experience through its internal “Exceptional Everyday” campaign.
The company asked Signal to create a video to be shown the Teleflex annual corporate meeting, as an introduction before the CEO’s keynote address. The goal was to celebrate the importance of every employee’s role in the customer experience, affirming to every one of them that “what you do matters” in saving the lives of patients.
The resulting video was a complete turnkey project from Signal’s video production team, from concept development, script and storyboards, thorough voiceover recording, music sources, mixing and editing. For authenticity, the production included two days of location shooting with actual Teleflex employees in their work settings.
CliniStart is a new company specializing in specific administrative aspects of clinical trial startup and management. They came to Signal for development of their branding, messaging and website, with the goal of cutting through the clutter and clearly presenting their unique value proposition with a friendly tone.
Following interviews with the company’s executive team, we drafted a message platform to map out the CliniStart brand messaging and what makes the company different. From this approved document, we organized and composed website content with a dash of conversational flair. The services page is based around simple, declarative statements and interactive icon boxes. Subheads throughout the site capture the leadership’s wry observations on their unglamorous work in contract negotiations and protocol budgeting. For instance, “We love to do the boring stuff so you don’t have to,” and “Extremely dull work, done extremely well.”
Signal also reworked the company’s logo with a more modern and professional look, expressing the CliniStart’s foundation in knowledge and technology aimed at forward progress. The logomark features dots networked together in the configuration of “play” button, creating associations with the start of a clinical trial.
Experience the site here
The COVID-19 pandemic is impacting healthcare providers’ ability to work face-to-face with their patients and staff. Bioventus, a long-time Signal client, developed its @Home Experience program to help ensure that patients with fractures would receive thorough education on using their EXOGEN® bone healing devices – all without in-person interaction to keep patients and medical staff safe.
To support the program, Bioventus asked Signal to develop an interactive EXOGEN Fracture Locator Tool to help physicians give their patients a better understanding of their injury and treatment. The healthcare provider can mark the exact location of a patient’s fracture on a visual model, then give the patient an image for reference in positioning the EXOGEN bone stimulator device for at-home treatments.
The Signal team also developed a series of Instagram video posts to raise awareness about the Fracture Locator Tool.
The collaboration is a great example of Bioventus’ trust in our team to help them solve problems with digital sales enablement tools.
Throughout the COVID-19 pandemic, we’ve witnessed the need for clear communication within companies to let employees know the employer is committed to their health and safety. As pandemic restrictions begin to ease, reopening the workplace is a complex and multifaceted process.
LabCorp contacted Signal for help clearly and effectively communicating company policies and best practices to promote safe and considerate behavior as they re-open their global facilities. Our first task was to develop and produce a large volume of re-entry signage, including both print and digital:
- Handwashing Bathroom Mirror Decals
- Stand Here Floor Decals
- Practice Social Distancing LCD Screen Graphics
- Wear a Face Covering LDC Screen Graphics
- Isolation Area Pop-up Banners
- Directional Posters
- Temperature Check Posters
- Thank You for Working Safely Posters
- Stairwell Posters
- Elevator Posters
- Face Covering Required Posters
- No Waiting or Congregating Posters
- Sanitize Hands Here Posters
- Keep Your Personal Desk Clean Signs
- Last Disinfected On Signs
- Max Capacity in Room Signs
- Healthy Steps Signs
- Please Clean This Area Before You Leave Table Tents
- Table Seating Instructional Signs
The approved English versions were also translated into several different languages, including Spanish, Italian, French, German, Russian, Chinese (Simplified), Japanese, and Korean.
The Signal team also worked directly with LabCorp’s existing online storefront provider to seamlessly deliver high-resolution files for print, fulfillment, and distribution. Through this process, LabCorp employees can access signage and communications via an intranet portal where managers can either place orders or download PDFs to print with office printers.
In addition, our team collaborated with LabCorp to prepare a Re-entry Readiness Timeline and Re-Entry Strategy for communication to employees and media.
Bioventus wanted to update their employer branding to better reflect their value in the marketplace. They came to Signal with a request for a comprehensive employment brand messaging platform. Our mindful approach used the input of the global Talent Management team to craft messages that would resonate with internal and external audiences. The goal? Stimulate interest and engagement from both existing and potential employees. Here’s how we successfully did it.
Step 1: Discovery
- Conduct corporate branding online survey
- Validate survey with handful of interviews with key execs / employees
- Develop messaging platform
- Conduct feedback meeting with key stakeholders
Step 2: Create and validate
- Create final messaging platform
- Create plan for launching new messaging
- Get final buy in from the client team
Step 2: Execute
Using the new message platform, step off recruiting collateral, including job fair materials, landing page, fact sheets.
Messaging platform delivered
- Brand essence and promise
- Who we are / how we help our customers
- Brand differentiators
- What sets your company apart
- Brand personality / voice
- High-level content and tone guidelines
- High-level key messages / proof points by audience
The world’s largest independent distributor of Toyotas called upon Signal to audit and optimize their finance website to provide customers with an improved user experience for managing their vehicle leases and loans. Their goals were to improve navigation, fix usability issues, and to personalize content based on where customers are in the life cycle. Our team followed Signal’s user-centered optimization approach to enhance the customer experience (CX).
Step 1: Planning and research
• Analyzed current website performance and identified opportunities
• Put a good measurement plan in place
• Investigated website analytics
• Gathered input from customer data and hot search terms
Step 2: Information architecture
• Audited website content
• Used card sorting for the optimal organization
• Developed a new site map
Step 3: User interface
• Created wireframes to help iterate the design
• Used clickable prototypes to polish
• Used agile design, with the end user in mind
Step 4: Testing and optimization
• Conducted testing with real website users
• Made tweaks for the best possible user experience (UX)
Results: Improved time to task, better navigation and page layout, improved key metrics.
Teleflex is a global provider of medical devices and technologies, which is committed to promoting superior customer experience through its internal “Exceptional Everyday” campaign and an annual “CX Week” event.
For the 2019 event, held at the corporate headquarters in Morrisville, NC, Signal developed a set of promotional materials that included office signage and posters, elevator wraps, LED screen graphics, and email and PowerPoint templates. To extend the reach of Teleflex CX Week beyond the home office, we also supplied asset files to the end-to-end facility in Maple Grove, MN, which employs teams in R&D, engineering, manufacturing, distribution, and sales & marketing.
The goal was to celebrate the importance of the customer experience in two different aspects: from a culture perspective with internal customers, and from a revenue perspective with external customers. The connecting principle is affirming to employees that “what you do matters” in saving the lives of patients.