|
|
|
Home
|
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
Wehrman & Company recently completed the development of a SingleVoice Marketing
campaign for STERIS Corporation's Scientific Division.
STERIS completed a number of strategic acquisitions in recent years that
greatly expanded product and services offerings. This presented both the need and the
opportunity to build brand awareness for the STERIS Scientific Division.
The issues
STERIS Scientific specializes in solving special contamination challenges associated
with regulated pharmaceutical environments, including research laboratories, aseptic
processing and bulk and biopharmaceutical manufacturing operations. STERIS Corporation
is widely known for its developments in the healthcare market, but because of its
acquisitions, its name was not widely recognized in the scientific market. The many
name changes also contributed to confusion over the corporate brand name.
The strategic goal
Wehrman & Company was challenged with helping STERIS Scientific develop a branding
campaign that would build name recognition in this market, as well as position the company as
the most comprehensive provider of scientific products and services in this industry.
The objective behind our campaign was to clearly identify STERIS Scientific as the "true leader"
in its respective markets. Through extensive competitive research, we determined that STERIS
Scientific really did have a unique competitive advantage because of its comprehensive product
and service offering and its broad knowledge and expertise in contamination prevention.
The SingleVoice Marketing® solution
The campaign, "THINK STERIS SCIENTIFIC," is aimed at increasing name recognition within the
pharmaceutical, biotechnical and research markets throughout the world. The campaign program
included special 6-page cover wraps on Money Magazine with subscriptions mailed to targeted
industry audiences, as well as trade advertising, product literature, and tradeshow exhibit
graphics.
Verbal branding
Our campaign "THINK STERIS SCIENTIFIC" was incorporated into ad headlines to build name
recognition in a memorable phrase. For example, "Think Contamination Prevention. Think
STERIS Scientific" is the structure of a unique messaging system. In each area of expertise,
we ask the viewer to think about the name STERIS first.
Visual branding
W&C also created a campaign brand to visually strengthen and simplify the message over
many different applications. We created a stainless steel plaque etched with the phrase
because stainless steel represents the material used in many of its products. This campaign
brand and a strong use of the stainless steel texture was used in all advertising and
trade show graphics as a unifying device.
The results
By placing the new ad series on four special issues of Money® Magazine, STERIS Scientific
was able to achieve visibility with a very targeted group of buyers in the Scientific market.
Feedback indicates that the SingleVoice program educated customers about the Steris comprehensive
line of products and services,as well as its expertise in the contamination prevention
industry.
Wehrman & Company, Inc. is a St. Louis marketing communications and Copyright © 1999-2002 | SingleVoice Marketing® is a registered trademark of |
