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Integrated PR and Marketing Efforts Bridge Gap for Engineering-Driven
Firm
HighPoint Systems, Inc.
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| The Challenge |
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HighPoint Systems Inc. needed to bridge the gap between
theoretical interest and practical application for its leading-edge
bar code technology. |
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| The Solution |
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As the PR agency of record, Smith & Suita refined the company’s
positioning and highlighted the real-life uses of its technology
and practical applications. Early PR strategies included leveraging
Highpoint partners, such as Philips Electronics, and included the
announcement of Highpoint technology along with Philips application
software at a prestigious industry trade show. |
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Additional support for the trade show included developing new
sales collateral that demonstrated the repositioning and a re-energized
visual brand. |
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| The Results |
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Selected PR results from the initial announcement surpassed objectives
and included coverage in Investor’s Business Daily,
The Industry Standard, “The Dodge Report ZD Net
video news program, Mass High Tech and The Boston Globe
as well as key verticals and e-zines. |
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Clean, colorful and re-energized design and visuals combined with
strong positioning and easy to read copy elicits resounding approval
from sales, customers, partners and media. Copy for new collateral
was “The best articulation of Highpoint’s capabilities
produced to date,” says Alan Albert, Vice President, Marketing
and Product Management, HighPoint Systems, Inc. |
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The combination of professionalism, dedicated focus, and
enthusiastic commitment that S&S offers is rare.
Alan Albert,
Vice President, Marketing and Product Management, HighPoint
Systems, Inc.
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