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The client
STERIS Corporation is a leading provider of infection prevention,
contamination control and surgical support systems, products, services, and
technologies to healthcare, scientific, research, and industrial companies
throughout the world.
The assignment
Best known for its STERIS SYSTEM 1®, a proprietary, sterile processing
system, STERIS completed a number of strategic acquisitions and greatly
expanded its product and service offerings during a recent two-year period. As a result,
the company can now provide customers with integrated solutions from a
single source. In many customers' eyes, however, STERIS was still a "one-product company."
Wehrman & Company was challenged with helping STERIS integrate and
clarify the marketing, sales, and corporate communications of its
acquisitions and present "one face" to the industry as an international leader
in infection prevention and surgical support.
The issues
Wehrman & Company's goal was to position the new STERIS to customers,
shareholders, and other business associates with clarity and enthusiasm, keeping in mind
these issues:
Many of the changes at STERIS are
responses to health care industry trends which demand that
suppliers be more flexible, responsive and cost efficient.
The SingleVoice Marketing® solution:
Our SingleVoice solution for the STERIS identity launch included:
Verbal branding
Wehrman & Company developed DISCOVER THE NEW WORLD OF
STERIS, a deceptively simple theme that paves the way for learning about
the new STERIS Corporation, while being flexible and easily expanded to
meet the needs of a wide range of applications. It's a theme that encourages
action, prompts questions, and sets a tone conducive to selling the benefits
of a new company.
But most important, the DISCOVER theme serves as a device that links
all communication together. Messages are consistent in inviting various
audiences to "discover" more about the company, its products and services.
While divisions or market groups within STERIS modify the theme
slightly to communicate their respective key messages, the overriding message remains
constant.
Visual branding
Visually, communications are linked by a graphic of a globe surrounded by a
ring of features specific to a given application. The Corporate Applications
ring, for example, contains descriptions of STERIS company strengths. For
each STERIS market, the ring text shifts to industry-specific features and
benefits. Healthcare and scientific market areas are further differentiated by
variations in the globe's coloring.
Advertising and promotional materials
Our SingleVoice Marketing® process enabled STERIS to reach key target
audiences using a variety of vehicles, including:
The results
We succeeded in integrating STERIS's new marketing messages in its
corporate brand identity and in applying the resulting system across multiple
market categories. The result was a consistent message and image that
helped to educate, differentiate and motivate customers, shareholders and
business associates. Feedback also suggested that the SingleVoice program helped
diminish customer confusion while building a singular, positive corporate
image.
Wehrman & Company, Inc. is a St. Louis marketing communications and Copyright © 1999-2002 | SingleVoice Marketing® is a registered trademark of |
