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.

Stylus Configurator Development

Cree Lighting’s Stylus Linear Series can be configured in a multitude of ways – everything from type of mounting to suspension length, voltage and output color. The Signal team designed and developed the Stylus Configurator as a powerful sales enablement tool to help educate users, both internal and external.

With creative intelligence in mind, we collaborated with Cree Lighting internal teams to build in necessary call-to-action conversion, tracking and analytics – all geared towards streamlining and optimizing campaigns, and maximizing performance. Ultimately, the tool will help turn internal team members into advocates, and external distributors into loyal customers.

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.

Global Branding and Execution

In October 2016, Quintiles and IMS Health completed a $17.6 billion merger to become QuintilesIMS. Building on a 12-year client relationship with Quintiles, the Signal team was given the task of creating strategic assets and executing the interim QuintilesIMS brand across all channels, within a compressed period of time. We also played an integral role in refining the new brand standards, logos and color palette.

QuintilesIMS adopted its new name, IQVIA, in November 2017. In just a few short months, Signal met the challenge of implementing the new IQVIA brand (which was developed primarily by another agency) through the rebranding of a vast number of existing assets and creating critical new assets. Our creative work helped to create excitement about the new organization, showcasing how IQVIA uses analytics and science to help healthcare stakeholders find better solutions for their patients.

Visual system

We created key deliverables in the visual system, including:

  • Full logo suite
  • Logo lockups with internal business units / subsidiaries
  • Color palette expansion and refinement
  • Complete global Brand Guidelines
  • Complete custom icon set
  • Complete icon set for digital
  • PowerPoint master / slide bank / themes for enterprise distribution

Marketing materials

Our team was also responsible for creating an entire suite of marketing collateral, including:

  • Marketing automation templates
  • Internal / executive Microsoft Outlook templates
  • Collateral templates: Case studies, fact sheets, insight briefs, white papers, infographics, brochures and at-a-glance
  • Brand ads
  • Pop-up banners and tradeshow booth graphics
  • Parking lot banners
  • Facility and elevator signage
  • Global letterhead and business cards
  • “We are IQVIA” video for both website and social media channels
  • Talent acquisition collateral


The Signal team completed vital branding work in less time – and for a much lower cost – than the typical agency of record. Our clients in Marketing and Communications were delighted with Signal’s heroic efforts:

“You and your team are all superstars. Thank you for the long hours, great customer service, quick turnarounds, creative ideas and genuine collaboration in bringing our new brand to life!”


“THANK YOU to everyone at Signal. This rebirth would NOT have happened without you!”


“A big ‘Thank You’ for all the fantastic work your team has done for us – and for the amazing flexibility and speed you always demonstrate. IQVIA would not be here today without you.”

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!

Branding and Execution


In July 2015, Quintiles and Quest Diagnostics launched Q² Solutions, a new global clinical trials laboratory services joint venture. Q² Solutions was created to help biopharma customers improve human health through innovation that transforms science and data into actionable medical insights.

Quintiles, the world’s largest provider of biopharmaceutical development and commercial outsourcing services, has been a Signal client for more than a decade. The Quintiles team reached out to Signal to support the Q² Solutions launch and to provide integrated, multi-channel marketing and communications support. The objectives of the campaign were to create excitement, raise awareness – and create a modern brand and messaging that highlighted the capabilities and personality of the new organization.

Signal Solutions

Brand identity / creative

Signal was given the exciting challenge of creating and implementing a brand identity for Q² Solutions on an accelerated schedule – just a few months! Our creative team started with the Q² Solutions logo and standout core messaging – elements critical to distinguishing the new organization from its industry-leading parent companies. Our work helped to capture the brand’s essence (“Actionable Insights for Better Health”) and smart, progressive personality. The messaging created alignment within the team and across communication channels.



The complete visual system included:

  • Logo and co-brand logo suites
  • Naming exercise
  • Voice guidelines
  • Font treatments

We also developed complete brand standards / style guides (abbreviated and detailed versions) to ensure proper usage of the new identity.

Marketing materials

Signal designed Q² Solutions’ entire suite of marketing collateral materials, including:

  • Fact sheets for multiple services and solutions
  • White papers and other thought leadership pieces
  • Internal screen saver
  • LinkedIn images
  • Collateral templates
  • Outlook and Eloqua email and e-newsletter templates
  • Letterhead, envelopes and business cards
  • Infographics
  • Graphics for social channels
  • Corporate PowerPoint slide bank and template
  • Holiday cards
  • Scientific posters
  • Photo bank
  • Icon bank

Website design / messaging

We created Q² Solutions’ website, enabling visitors to easily access relevant information about the new company’s services and differentiators (a phased deployment).

Environmental graphics

The creative team designed national tradeshow banners and tradeshow booth graphics aligned with the new brand architecture. Signal is also producing a lobby wall video to establish a strong, coherent presence for visitors arriving at company headquarters.

Print and digital advertising

We produced numerous print ads for publications and created monthly digital ads with tracking.


  • What the typical agency of record would have done in a year, Signal did in months (and in some cases, weeks!).
  • Signal completed the work for a fraction of the what the typical agency of record would have charged.
  • Q² Solutions’ team was delighted with the work – and they now rely on Signal as their agency of record.

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


North Carolina Doctors’ Day Campaign

The North Carolina Medical Society (NCMS) is the largest physician organization in North Carolina, devoted to representing the interests of physicians and protecting the quality of patient care. Established in 1849, the NCMS has more than 13,000 members.

The NCMS reached out to Signal to design a campaign to tie in with the observance of National Doctors’ Day on March 30. The NCMS wished to take the opportunity to make North Carolina doctors feel appreciated and remind them of their invaluable contribution to their state. The objectives of the campaign were to create excitement and give patients, health care staff and members of the public an opportunity to express gratitude to NC physicians and “show them some love.”

Creative Concepting

The Signal team brainstormed a number of campaign concepts and decided on a new, homegrown tradition: North Carolina Doctors’ Day. To mark the event, the team recommended that the NCMS sponsor a 2015 North Carolina Doctor of the Year Award, allowing patients and the public to honor great physicians. The NCMS would also donate a $5,000 grand prize, to be used to further the winner’s professional mission.

The Signal creative team developed a NC Doctors’ Day logo and the tagline: “Great doctors. Grateful patients.” The messaging captured the open, appreciative and social nature of the event – and created alignment across multiple channels.


Signal created a dedicated website,, for the event. The website educated visitors about the event and the NC Doctor of the Year Award. It also allowed members of the public, patients and colleagues to nominate doctors for the award using a quick form. It also featured profiles of the top ten finalists that visitors could vote on – and announced the winner on March 30.

The site was done in the same fresh, fun color palette and look as the logo. It also featured a social “Wall of Gratitude,” showcasing the latest posts, tweets and news about NC Doctors’ Day – all in real time.

Social strategy / promoted social ads

The Signal team created Facebook and Twitter pages to promote the day, gather nominations for the award and votes for the finalists. They also put together a detailed social strategy for the NCMS team to deploy, which included a weekly editorial calendar of posts, tweets and ads.


The NCMS partnered with a number of co-sponsors – organizations in the medical and healthcare industries – to increase awareness about the event and create buzz. To support the partner component of the campaign, Signal created a customizable partner toolkit, containing information on the event, key messages – and sample posts, tweets and press releases. The toolkit was featured as password-protected content on the microsite and it also included downloadable graphics for partners to use.


  • Media coverage from 23 sources across the state, including both General and Specialty media
  • Nearly 71,000 website sessions over an eight-week period
  • More than 19,000 participating voters
  • 17 sponsors signed up to help NCMS support the event
  • Social media exposure, including more than 35,000 referrals from Facebook
  • Searches for “NC Medical Society” doubled compared to last year

Osteoarthritis Awareness Campaign

Signal developed a unique multi-channel program to help Novartis Animal Health promote veterinary visits. The campaign was built around a set of unbranded consumer-facing marketing tools to educate pet owners on recognizing and treating osteoarthritis in aging dogs. Signal developed an internal microsite enabling the company’s sales force to order customized materials for their veterinary accounts. We integrated the Pressero hosted web-to-print application to enable the customization functionality and order fulfillment.


Novartis Animal Health is a leader in developing new and better ways to prevent and treat diseases in pets, farm animals and farmed fish.

For several years, the veterinary industry had been experiencing a general decline in pet owners bringing their aging dogs to clinics for preventive treatments. As a result, Novartis Animal Health set out to reverse this trend by educating pet owners on the warning signs of Osteoarthritis (OA), the most common form of canine arthritis.

Even though it is a chronic disease, effective medications such as Novartis’ Deramaxx and lifestyle changes help manage it and ease suffering.

Novartis partnered with Signal on a multi-channel awareness campaign.


Signal’s strategy included creating unbranded consumer-facing marketing tools for the Novartis sales force to distribute to veterinary practices.

Focus Group

To gain invaluable insight, Signal held a focus group of dog owners at a veterinary clinic. The discussion covered pet demographics, top-of-mind issues related to pet health, how owners gather information, frequency and depth of relationship with their veterinarian and emotional triggers to improved and extended lives for their pets.

Campaign Theme and Imagery

Using what was gleaned from the focus group, Signal developed the campaign theme and tagline: Make Your Dog’s Older Years Better Years: Learn the symptoms of osteoarthritis.

The awareness campaign would promote the fact that OA is one of the most common and preventative ailments in dogs. Signal’s creative team featured pictures of Labrador Retrievers, Golden Retrievers and German Shepherds in the marketing materials. These are among the most popular breeds in the US and also those commonly affected with OA. In addition, background imagery was created using paw prints, tennis balls and silhouettes of dogs running and playing.

Campaign Components

Signal created a strategic campaign that would establish awareness of osteoarthritis issues by delivering consistent messaging to the existing clients of veterinary practices through multiple communication channels.

Signal developed campaign “starter kits” for Novartis account managers and veterinary practices. The objectives of the campaign were outlined along with information on how all the various components of the campaign would work.

Campaign promotional tools included direct mailers, in-office posters, flyers and email templates.

Internal Web Portal for Novartis Account Managers

To facilitate the distribution of the marketing materials, Signal developed a Program Implementation Portal (internal web portal) for Novartis.

The portal’s integrated Pressero “web-to-print” application enabled Novartis account managers to customize marketing materials. All printing and order fulfillment was then handled by Novartis’ in-house team.


  • Novartis account managers utilized the microsite to create customized materials for over 1,000 key accounts (vet clinics).
  • Campaign resulted in a 20% year-over-year increase in prescriptions for Deramaxx.