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SMT
Campaign Development

HexaGroup was hired to create, launch, and manage a marketing communications campaign for Seismic Micro Technology's (SMT). The campaign served to introduce this new software feature while leveraging the distinctive attributes of the existing products. After preliminary research, the campaign objectives became: educate the target market about the key features and benefits of the new feature; increase sales of existing products; and compel potential users to find out more about SMT's new product.

To achieve these goals, HexaGroup followed a thorough process including the following steps:

Brand Mapping

Concept platform development on which all marketing materials are based.

Name development for the new feature using a six-step brand name development process.

Design concepts development including themes, logos, imagery, fonts, colors and layout consistent with the brand concept.

1: Productivity

2: Connectivity

3: Product Benefits

Production of relevant marketing materials for the campaign: full print advertisements; postcards; HTML emails; a multimedia presentation; a webpage; and product flyers.

SMT and HexaGroup chose the design concept based on productivity. This theme easily fit the Brand Identity Platform and spoke strongly to the target audience. Refinements and additions in the form of images, colors and other elements were made to finalize the visual appearance. After that, the marketing materials for the campaign were created in accordance to the visual theme and the Brand Identity.

A marketing campaign is a planned strategic implementation of marketing activities designed to create interest, increase awareness, and drive to action a target market. Strategy, planning, execution, and monitoring make up the core elements of a marketing campaign.

Strategy - After conducting market research and analyzing competitors as well as market conditions, we determine how your business fits into the market place and we set objectives and strategies for each of the four Ps of the marketing mix: Product, Price, Place, Promotions.

Planning - Once the strategy has been established, we develop a program to achieve these objectives, drafting creative messages, and utilizing the appropriate media mix.

Execution is the actual design and development of the marketing materials.

Monitoring is measuring the progress towards achieving the marketing objectives and reevaluating the campaign as the market conditions change.