IEEE PULSE ON STAGE

Promoting Thought Leadership to Increase Brand Awareness for a Cutting-Edge Technology Brand

Marketing StrategyVideo Production & Storytelling

The
Challenge

Our
Approach

The
Result

Right now, members of the IEEE Engineering in Medicine and Biology Society (EMBS) are developing some of the most cutting-edge technologies on the planet. Through this research and development, their mission remains clear – to spread the word of these advancements and promote the field of biomedical engineering. IEEE EMBS engaged D2 Creative to help them increase brand awareness and spread the word about these groundbreaking technologies. They needed a digital marketing strategy that would attract biomedical engineers and encourage them to engage with the brand and its content. Given the increase in demand for educational video content, virtual lectures or webinars presented EMBS with significant opportunities.
We answered back with a simple concept; create a speaker series that would introduce audiences to breaking technologies, while promoting EMBS as an organization and the biomedical engineering field as a whole. Our technology marketing insight and the input from the client, lead to the development of IEEE EMBS On Stage, a series of live speaker events to promote EMBS’s mission and present its members as thought leaders within the industry. Each event centers on a topic at the cutting edge of engineering, medicine and biology, and features global thought leaders and visionary businesspeople.
The event was promoted through social channels and an email campaign. The campaign features high quality video clips, images and engaging copy. The first speaker event was held at a major medical IT conference and generated a lot of buzz across EMBS’ social media channels. The talks themselves are viewable on YouTube and the On Stage website, which also has special speaker interviews, short documentaries, and more one couldn’t get during the event. These videos continue to be well received and viewers can receive Continuing Medical Education (CME) credits for viewing them.

BRANDING

VISUAL IDENTITY

TYPOGRAPHY

A core element of the PULSE On Stage brand’s visual identity and personality is typography. Consistent use of typography makes all of our communications more cohesive and effective. Myriad Pro is designated as the primary font for the PULSE On Stage brand. Its modern, clean and technical look helps express the forward thinking values of the brand and differentiates it from its competitors. Roboto Slab is designated as the secondary font for the PULSE On Stage brand. Its strong serifs give it a distinguished and refined feeling appropriate to PULSE On Stage’s speakers and audience. Roboto Slab should be used for headlines and to call attention to specific pieces of content, such as in block quotes, in print and digital applications.

MARKETING MATERIALS

WEB DESIGN & DEVELOPMENT

MOBILE WEB DESIGN & DEVELOPMENT

Video

IEEE Pulse on Stage Highlights

KEY FRAMES

TRIOSE

Digital Marketing for a Challenger Brand

Campaign DevelopmentMarketing Strategy

The
Challenge

Our
Approach

The
Result

Fresh branding helped TRIOSE find its niche, but the growing healthcare logistics company still needed a way to get its new messaging in front of healthcare systems. Competing against 800-pound industry gorillas, it was a struggle to cut through and show audiences the unique benefits TRIOSE offers. Fortunately, our campaign was designed to do just that.

Our strategy was a multi-faceted campaign designed to both raise awareness of TRIOSE as a whole and hone in on specific decision makers that we could turn into leads. This began with the production of four campaign-specific landing pages. Using the language and differentiation of our earlier branding development, these pages were designed to bring TRIOSE’s many unique benefits to the forefront of our audience’s attention.

Getting the right eyes on these landing pages called for an intelligent game plan for the Google and LinkedIn ads designed to support our video campaign. We strategically chose our targeting based on both the goals of the ads and the audiences we wanted to reach platform to platform. This meant a broad, behavior-based targeting on Google, paired with LinkedIn paid ads with targeting that narrowed in on the specific job titles, companies, and demographics determined to be our most likely and important leads. We also leveraged programmatic display advertising, geotargeting specific businesses by their physical locations and IP addresses.

Finally, these efforts were supported by a far-reaching email campaign targeting the most important job titles and industries identified. This allowed us to reach hundreds of thousands of additional prospects in their target audience.

By putting the focus on TRIOSE’s truly unique benefits, this campaign cut through the noise of their larger competitors and put more eyes on TRIOSE than ever before. This meant TRIOSE could leverage its new brand to introduce more healthcare systems to their custom, personal approach to logistics.

Email Campaign

Landing Page

MOBILE LANDING PAGES

DISPLAY ADS

DISPLAY ADS