Industry Vertical Campaigns

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.

UX Optimization

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.

Microsite Development

Cree Lighting has focused on new technology and transformation in LED lighting products for decades. When they needed a new microsite to help launch their innovative Cadiant Dynamic Skylight, they reached out to the Signal team. The client’s goal was a dynamic, stand-alone microsite to break the current branded mold they’d created.

Our team developed a memorable, interactive site for clients and prospects, one designed to convey a refined and elevated aesthetic that architects and lighting designers are accustomed to. Features include:

  • A beautiful visual experience evoking the effect of Cadiant lighting (“bringing the outdoors in”)
  • Informative embedded product introduction videos
  • Clean interactive and responsive scrolling design, incorporating the latest best practices in UX and UI
  • Next-step opportunities to request an appointment to see the skylight in person

Analytics are fully integrated into the website and a custom dashboard reports performance in awareness, engagement and conversions.

Ecommerce Website Redesign

Eastern Skateboard Supply is the leading skater owned and operated B2B wholesale distributor in the industry. As skaters and surfers themselves, they pride themselves on knowledgeable customer service and a comprehensive selection of more than 11,000 products.

Our team redesigned the site to improve the user experience (UX) and shift to a more modern e-commerce framework, with helpful features that today’s customers expect. We polished the messaging and gave the site a sleek, modern design full of color and engaging imagery. From a technical perspective, Signal integrated Eastern Skateboard’s enterprise resource planning (ERP) system with a new e-commerce platform, Magento. The result was a seamless connection between technologies, syncing customers, orders and inventory.

Experience it here

Website Redesign

W.M. Jordan Company is a construction management and general contracting company that serves clients in Virginia and the Carolinas. They called on Signal to redesign their website in order to improve lead generation, engage with customers and subcontractors – and showcase the company’s culture to prospective employees.

Our team collaborated with W.M. Jordan on the website redesign, making the content more digestible and memorable – as well as giving the site a bright, clean look and feel. Steps included:

  • Incorporating more rich media such as drone and construction time lapse footage of projects, and video customer testimonials
  • Replacing static content with engaging, interactive tools to better showcase the company’s work
  • Creating a more intuitive site navigation structure to improve the user experience (UX)
  • Giving company contacts the flexibility to upload and categorize different content
  • Building out an enhanced news and events page that allows visitors to filter posts by tags such as Awards, Community Outreach and Industry Insights
  • Refreshing copy to give it a friendly, approachable tone and to foster thought leadership

Given the company’s focus on marketing through tradeshows and industry events, we also enhanced site functionality to maximize lead generation. Our team provided an email sign up function connected to Constant Contact, and gave WMJ the ability to create custom landing pages for different markets and events.

Experience it here

Fortalis Product Launch

Plant Impact develops innovative crop enhancement products that increase crop yield and quality. This UK-based company engaged Signal as a full-service partner to help them enter the U.S. market with the launch of Fortalis, a scientifically proven product for soybean. Our goal was to develop a primarily digital strategy to create brand awareness and engagement with soybean growers in five key states in the Midwest. Additional audiences included crop consultants, advisors, university researchers, ag media and retailers – groups interested in learning more about innovations to help their clients improve soybean crop ROI.

Email / direct mail  

The Signal team started with a series of segmented e-blasts to introduce Plant Impact, their track record of success in other countries, and the Fortalis product. Additional e-blasts were geared towards growers who had participated in Plant Impact product trials. We called these early adopters “Fortalis Forerunners.”


Signal created a dedicated website, to support the product launch. The website features a clean scrolling design and impactful imagery. It’s also interactive, featuring a simple ROI calculator tool and other resources to help educate growers about how Fortalis can improve their soybean yields.

Product video

The Signal team created an instructional video which explains the science and technology behind how the product works. The video is featured on the microsite and has been used for marketing.

Brochure / tradeshow collateral

We developed a comprehensive product brochure, as well as tradeshow collateral and displays for Plant Impact’s booth at the premier ag industry event, Commodity Classic.

Social strategy / promoted social ads

The Signal team created Facebook and Twitter pages for audience engagement, and activated a detailed social strategy which included regular posts and promoted ads.


Currently, the brand has inked three main distributor agreements which represent not only the Midwest, but distribution to the retail channel throughout the entire US. Signal is seeing tremendous engagement on completed forms online and links from our efforts. We look forward to seeing even more results as Plant Impact and Fortalis “grow” their brand in the US!

Gas Turbine Upgrades Experience

GE Power’s Aeroderivatives business leverages GE Aviation technology to build gas turbine power generation systems. The product line has service lines that provide planned, contractual services agreements as well as as-needed conversions, modifications, and upgrades to keep customer fleets running smoothly.

Current customers have been largely unaware of relevant offerings available or where to find the information they need to take advantage. They have tended to learn of these upgrades through interactions with their GE sales reps. Given the number of solutions, it’s difficult for customers to understand what’s right for their equipment based on their business KPIs. Customers need proof points (such as ROI) to understand the value of CM&Us and help them sell the idea and value internally.

GE Power’s goal was to drive awareness and purchase of upgrades for aeroderivative gas turbines and leverage the tool as part of a lead generation campaign to generate and track engagement with the tool and promote awareness of GE solutions.

Our Solution

Signal created a customer-facing online product selector tool with embedded calculators that helps customers:

  • Identify relevant upgrades
  • Access immediate pricing estimates and value calculations
  • Enjoy a more streamlined proposal process.

We employed an agile development methodology that included the following:

  • UX design with customer validation points throughout
  • UI design with customer feedback
  • Application development to build the tool and connect it with existing systems (SSO login, Marketo Marketing automation, Salesforce, performance modeling systems, global install base)


The new upgrades tool provides clarity around the available catalog, allowing customers to self-select the performance measures most important to their business needs and arm themselves with price estimates to shorten the sales cycle. This has resulted in making conversations with sales and technical experts more direct, relevant and efficient. Currently, a lead generation campaign is underway to drive more customers to the tool.

Sweetwater Community Campaign

ExperienceOne Homes is an award-winning builder company recognized for building premier neighborhoods throughout the Triangle area. As a Signal client for over 10 years, they called on us to design an awareness campaign to introduce their new Sweetwater community in Apex, NC to prospective residents.

Our solution
Signal started by creating key messages for the new Sweetwater community, including a tagline and evocative phrases. The team also created the logo for the new community, capturing the elements of nature, beauty and balance. Signal designed a comprehensive presentation to introduce Sweetwater – and all of its many features and benefits – to the Town of Apex. We also created email templates, cut sheets, home expo posters, local event deliverables, a Facebook page – as well as a local new home guide front cover ad and interior spread.

The Signal team created a dedicated microsite, for the new community. The website was designed to introduce Sweetwater to potential new home buyers interested in a balanced life, encouraging them to “step into a sweeter place.” The site showcases the community’s “neo-traditional” development style, highlighting the appeal of shopping and dining within walking distance, as well as nature trails, pocket parks and a state-of-the art community center.

Each element – from copy to design to photography – was created to convey the charm of Sweetwater.  Friendly, conversational copy, modern images, earthy colors, and weathered wood used as a design element. Interactive features on the site allow potential buyers to review all available home styles and floor plans – as well as site and vicinity maps and information.

Signal also designed and delivered a number of environmental graphics, including a community sign package and highway sign to point the way to Sweetwater.

Bald Head Island Real Estate Website and Digital Marketing

Always-on campaigns enable island real estate company to “weather the storm” through two potentially devastating hurricanes, showing 60% increase in traffic and 158% increase in leads.


Bald Head Island Limited Real Estate Sales is known for its stunning properties and attracting homebuyers who want to savor life on “island time.” Entering into 2018, the company was looking to increase awareness of the island as an exceptional location to own a second home and looking for unique and targeted opportunities to set the island apart from alternative locations for a second home. They were also looking to drive more leads to the website through targeted digital campaigns, and to nurture marketing leads and increase sales.

Website Redesign

The company has two websites: the main Bald Head Island vacation & rentals site, and a dedicated Bald Head Island Real Estate sales site. When analytics showed that many leads were coming in via the real estate site, our client contacted Signal for a site redesign to elevate the real estate to be as inviting and evocative as the main site. Signal edited the site copy, helping to infuse it with the color and charm of the island. Our team redesigned the entire real estate site, including standout photography, graphics and typography – as well as custom interactive features and responsive design.

Social Media

We had seen great success from Facebook advertising, but in quick one-off campaigns. Having first proven the value of this channel and its potential for driving awareness and top of the funnel leads, we were able to re-allocate budget and make Facebook Ads a part of their ongoing marketing mix. We promoted blog articles, island events and even specific property listings.

Email Marketing

As with Facebook Ads, we saw great success from email marketing, but again through one-off campaigns and limited frequency. We conceptualized and implemented two weekly, semi-automated email campaigns to a growing list of marketing leads. These engaging campaigns highlighted new listings, neighborhoods and featured properties, driving leads to schedule an island real estate tour.


Despite the island being hit by potentially devastating hurricanes in 2018 AND in 2019, we saw the following:

  • a 60% increase in traffic
  • a 158% increase in direct response actions


Fuel Up Cups School Fundraising Campaign

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.