Kevin Pojman

New Creative Director Joins Signal

Kevin Pojman

Signal has recently named Kevin Pojman as creative director. Kevin joins Signal with 20+ years of experience in designing print and interactive experiences. His extensive portfolio includes corporate & consumer identity, print collateral design, packaging design, branded interiors & exteriors, motion graphics, website and social media development for a host of clients from Fortune 500 companies to non-profit organizations.

“We are excited to welcome Kevin to our team, focusing on creative excellence,” said Ricky Haynes, President of Signal. “I have personally known Kevin for many years and it’s great that we found this opportunity to work together. We are confident that his background and expertise will help Signal take our creative output to the next level.”

With a passion for unconventional thinking and visual problem-solving, Kevin has a keen understanding of all facets of design to create a completely integrated brand. Knowing how the components of print and interactive work together to create a client’s voice is a strength he brings to each project.

Kevin has led branding initiatives for clients such as Panera Bread, HanesBrands, VF Jeanswear, GlaxoSmithKline, as well as accomplished work for IBM, Kontoor Brands, HondaJet, Kohler, Sears, Nike/Jordan Brand, Krispy Kreme Doughnuts, Weyerhaeuser and Wake Forest University.

Kevin has received numerous awards for his print, interactive and video projects. His work has been featured in publications such as Communication Arts, How Magazine, Print Magazine, Step Inside Design, LogoLounge and Type Directors Club. In addition, Kevin’s work has been displayed at the NC Museum of Art, the Mint Museum of Craft + Design, the Nasher Museum of Art and the Gregg Gallery of Art & Design. Most recently, the Library of Congress selected one of his designs to be part of their permanent collection. Kevin graduated from East Carolina University with a B.F.A. degree in Communication Arts.

Power Tools Social Media Campaigns

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.

Dealer Communications Assets

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
• Mailers

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.

Your Digital Presence is Top Priority

 

Insights for going digital, refining your plan and meeting the moment

The role of the CMO has never been more interesting. The entire world has turned to life online and marketing is evolving non-stop to address the impacts of coronavirus, including flexibility in budgets, tactics, execution, reporting and staffing. Uncertain times are causing major shifts in consumer purchase behavior and media consumption habits for both B2B and B2C. In this, the first of our new 4-part series, we’ll begin serving up meaningful insights for marketing efforts, resources needed and measurable goals throughout 2021.

As Forrester’s 2021 Predictions Guide notes, “The value of your company depends on how customer-obsessed, resilient, creative and adaptive you are in jumping to the next growth curve in your industry.”


First Up: Digital Presence Is Top Priority

Innovative digital engagement has never been more important to buyers than in the wake of this pandemic crisis. According to the Forrester’s Guide, more than one-third of B2B technology buyers say digital engagement channels have become more important to their purchasing experience, and four in ten indicate that human/analog engagement with sellers has become less important.

That makes digital presence a priority for marketers who have even more freedom to create engagement as buyers open up to new and innovative digital experiences. For example, as of the fourth quarter in 2019, 36% of US consumers had tried augmented or virtual reality, and in 2021 another 10-12% are expected to experiment with the technology.

Why? Because consumers are giving brands permission to be creative, entertaining and immersive in a way they never have previously, so long as the content is created consciously and sincerely without manipulative tactics that destroy consumer trust.

Take note: this isn’t just about AI or VR, but inviting your audience into an engaging digital experience across all your channels. At the heart is a thoughtful and strategic user experience (UX). We consider this a vital marketing endeavor – now and into the future. In fact, a positive user experience is absolutely critical to grabbing consumer attention and earning customer loyalty. Making UX an inherent part of your design and development process can help increase sales and conversion rate by 87% on average.

Why waste time and money trying to dress up a broken website, mobile app or digital interface that’s not delivering results during this challenging time? An audit and overhaul of your user experience (UX) will give you what you need to compete. If you haven’t done this lately, we recommend this ASAP.

Stay tuned for the next three installments of our CMO Intelligence series, coming to your inbox soon:

Brand Development and Website

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

Fracture Locator Tool and Instagram Posts

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.

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.

Digital Path for Customer Experience

Clear the Digital Path for Your Customers

Clear Digital Path Customer Experience


In recent years, companies have been focusing on digitizing their customer experience to empower their customers online. Social distancing measures have only accelerated this trend, so it’s more critical than ever for businesses that depend on brick and mortar locations, face-to-face interactions or traditional paperwork to take action and implement an end-to-end digital customer journey.

Organizations that provide a comprehensive digital experience make their operations more flexible and scalable. They also differentiate themselves from competitors by offering the excellent service and control that customers expect. With powerful online tools at their fingertips, customers are now making large, complex and life-changing decisions and purchases completely online, without seeing physical products or speaking with anyone.

Combining a customer-centric approach with modern technology can transform traditional product and service offerings, and lead to game-changing results. Familiar examples include Rocket Mortgage’s “Push button, get mortgage” approach to the cumbersome mortgage application process, and Carvana’s turnkey model that allows customers to find and finance vehicles and have them delivered to their door without ever speaking to a salesperson.

While these are large-scale examples, the same approach can be applied on a smaller scale to remove friction when selling any product or service. Standard web technologies may be used to create user-friendly interfaces for your prospects and customers, and connect existing internal systems to remove any barriers to doing business.

Start with a digital customer journey map

To get started, create a digital customer journey map that outlines the ideal path for customers, from becoming aware of your offerings to becoming a strong customer advocate for your brand. These are some examples of areas in your customer journey that may need attention before you digitize the customer experience:

  • Awareness
    • Is your brand prominent enough on the channels where your audience is today (search engines, social channels, affiliated websites, etc.) to generate leads?
    • Do your website and other digital communications include the engaging content (copy, photography, video) needed to thoroughly showcase your offerings and generate interest? Rich media – such as videos or motion graphics – is proven to create an engaging customer experience, leading to a higher interaction rate.
  • Research
    • Do you offer digital tools (product selection, visualization/build your own, value calculators, FAQs) that help users connect with your products or answer common questions (Which product is right for me? or What cost savings or performance increase can I expect?)?
    • Do you offer enough educational and value-added content (blog posts, newsletters, etc) to highlight your knowledge and expertise and build credibility?
    • Do you utilize landing pages that speak directly to your various audience segments? Tailoring specific messaging and imagery is proven to improve conversion rates and sales.
  • Consideration
    • Do you make it easy for users to engage with sales to ask questions or request more information? This includes online request forms, live chat, text messaging, and video conferencing.
    • Can customers generate estimates and proposals online?
    • Do communications integrate with a marketing automation platform and/or your CRM to help automate quick, consistent and targeted follow up with prospects? Platforms like Hubspot, Marketo and Pardot trigger automatic, personalized follow-up at the right intervals and keep customers moving through the funnel.
  • Purchase
    • Do you offer e-commerce functionality that allows a customer to securely buy online?
    • Are any contracts leveraging digital workflows and signatures to make signing paperwork quick and easy for customers?
    • Do you provide customers with online profiles/accounts to track the status of their projects or orders and make updates?
  • Retention & Advocacy
    • Do you offer online support tools to allow customers to find guidance for common problems or request help?
    • Do you routinely collect feedback from customers to ensure they’re satisfied, resolve any issues and improve your processes?
    • Do you provide customers with reporting to show how they’re benefitting from your product or service?
    • Do you use automation to personalize and streamline communications with existing customers?
    • Do you offer social sharing features to allow customers to easily provide recommendations and referrals?

A digital customer journey map will clearly highlight the biggest obstacles that customers must overcome to do business with you. Prioritize the biggest challenges as the biggest opportunities to make a customer impact and pursue each as individual initiatives. By focusing on one project at a time using an agile process, you’ll improve the customer experience to ultimately help your company realize the benefits and success that a digital transformation offers.

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.