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.