Case Study for Agency
03-1033069-713

Company Launch & Tradeshow Marketing Program

Situation:
Start-up, Freedom Innovations is an advanced-technology prosthetics
company whose mission is to be a global innovator and leader in
evolving prosthetic products for lower limb amputees. When Freedom
Innovations came to us, they had a very clear mission, a superior line
of products (prosthetic feet), and just about nothing else (from a
marketing standpoint).

Marketing Challenge:
Package and promote the company in a way that would “make a lot of
noise within the industry” and position FI to able to compete – as an
independent company - in an industry dominated by a few giants. The
launching pad for Freedom’s introduction to the industry was set – at
the American Orthotic & Prosthetic Association’s (AOPA) National
Assembly tradeshow. Our agency in cooperation with Freedom’s PR firm
put together the following plan of attack.

Goals:
Create a positive brand image for FI that extends to all communications
mediums: Corporate ID, Corporate Collateral, Website
Tradeshow & Event Marketing.
Launch Company and unveil company’s flagship series of products – The
Freedom Series. Create a “buzz” on the trade show floor among attendees
and the press. Collect 150 qualified leads.
Promote/position Freedom Innovations as a stable, reputable
company (not a flash-in-the-pan), give them credibility at AOPA.

Elements:
Corporate ID: Created/designed FI logo & corporate color palette.
Corporate Collateral: Designed and produced/printed the following
collateral elements: 9 x 12 Corporate Brochure (multi-purpose
for use as corporate backgrounder/info piece, press kit, etc.) 8.5 x
11, 4-panel Freedom Series Product Brochure and 8.5 x 11 Freedom Series
Price Sheet

Website:
Design website home page and interior page templates

Tradeshow Marketing:
Design, print and fulfill pre-show direct mail postcard program
–sent to over 800 pre-registered conference attendees (from list
provided by AOPA.
Provided 10 x 20 rental booth along with all show services coordination
and execution (including on-site supervision)
Design and produce booth graphics program. Design,source and produce
Freedom Innovations-branded giveaways (fabric frisbees and high-end
portfolios).
Design, printand fulfillpost-show direct mail postcard program – sent
to over 800 conference attendees (from list provided by AOPA.

Results:
Traffic levels in booth verged on “overwhelming” for most of the show
(staffers had to stay in booth past their assigned times to handle
traffic).
Booth solution (10 x 20 presence – rental booth with custom
graphics – set FI apart from other “pop-up” linear exhibits.
Over 180 leads gathered from attendees who were interested in either
evaluation products and/or purchasing (20% above stated goal).
15 orders for products received within one-week of show’s close.
Our agency was awarded a PHOTOS awards.