Solution

McCue & Associates was responsible for a multi-prong launch program including strategy, marketing and media recommendations, content asset development, ad campaign creative/ messaging and more. Strategizing, planning and implementing a comprehensive marketing program became a team effort that generated exceptional results.

1. Ad Campaign/ Creative Platform
McCue & Associates developed a creative strategy to introduce a highly complex system that was very difficult to visually convey, into a simple concept that successfully represented the technology. An ad series was designed in phases representing key elements of the data collection system and program. The visual concept and content of the campaign was applied to all program elements from the ads and PR through to collateral, webinar and podcast presentations, whitepaper, video and more to accomplish one fully integrated, reinforced look, and message.

2. Rich, Multilevel Content Development
To build the launch and establish Starrett as a technology leader in supporting the Industry 4.0 initiative via its new wireless measurement data collection system, McCue & Associates got to work developing a full range of sales collateral and technical content to support sales as well as educate customers and prospects. Elements included collaborating with Starrett marketing to produce a sales brochure. Then McCue recommended and developed a PowerPoint presentation and content for webinars, a whitepaper, podcast direction, wrote a customer case study testimonial article, and also directed a video introduction presentation for key vertical media. McCue also coordinated with media to support the many details required to ensure the success of these digital and virtual events. Another important tool for the launch that was recommended and directed by McCue was a content-rich DS4 microsite that resided on a core quality control media’s web platform. The microsite included a trove of DS4 content, with many of the same elements that were developed for the campaign and that are also being utilized for other media applications in addition to Starrett website, sales and support.

3. Multimedia Program
McCue & Associates carefully conceived and implemented an aggressive media program designed to provide industry-wide exposure of DS4 at a time during the COVID 19 pandemic when digital/virtual media were essential vehicles to fill the gap created by cancelled Industry tradeshows and sales forces unable to make in person sales calls. The media program, deployed in an intense introduction flight followed by a sustained on-going program, included key channels in horizontal and vertical manufacturing technology with an extra emphasis on digital/ virtual and social to meet awareness and lead generation objectives. The program has thus far included a total of 40 targeted placements in the North American marketplace.

4. Public Relations Program
In order to augment the launch by increasing awareness throughout the industry, news releases and key earned media article opportunities were leveraged to the fullest extent. At only 3 months into the program, over 40 pages and 56 placements had already been generated in key industry verticals and horizontals.

5. Lead Generation
With the aggressive awareness results, numerous content assets and digital/ virtual media deployments that were made, the DS4 program has already amassed hundreds of leads that can be nurtured with the hopes of eventually converting a strong percentage of them into sales.