4. MULTI-TIER CAMPAIGN
STRUCTURE
• KTC sold to multiple markets and used targeted
messaging that appealed to each segment
• Each campaign included multiple communication
methods including DM, web, PR, print, and channel
initiatives
5. BRAND CAMPAIGNS
• All campaigns were modified to
include multiple targeted messages
to B2B, channel, and international
customer segments
• KTC ads were tracked with unique
800#s and URLs
• Many campaigns were awarded the
Harvey for effective communications
& high recall
6. STRATEGIC PARTNERSHIPS
• Spearheaded and managed ongoing
efforts to co-brand KTC with
Microsoft,Adobe, Macromedia,
Western Digital, among others
• All communications had print, web,
channel and direct mail
components
• Campaigns positioned KTC and
software providers as a powerful
business solution to the market
7. TESTIMONIAL CAMPAIGNS
American Airlines
GMAC & Microsoft
Kodak & Microsoft
!
• Based on strategic customer relationships, negotiated key testimonials for print and online
campaigns.
• Testimonials included:American Airlines, GMAC, Kodak,Yahoo, among others
8. STRATEGIC PARTNER
PROGRAMS
• Microsoft co-funded program with Steve Balmer's team
• Microsoft & KTC matched contributed $2M each totaling a
campaign of $4M with print, web, and direct mail components
10. CHANNEL PROGRAMS
• KTC used direct mail, reseller
promotions, spiffs and other
tactics to drive sales
Microsoft-KTC channel mailers
Simms Australia mailer
18. BRANDING
BEFORE & AFTER
• Took a 35 year old company with flat sales and tripled profit and doubled sales over three years
• Created consistent branding and messaging across all communications
• Updated look & feel
• Revised all packaging
• Created media across multiple delivery devices
• Developed new revenue streams through LMS and server solutions
• Created strategic partnerships with leading teaching universities and sourced new content
20. PRO-DEX, INC.
MEDICAL DEVICE MANUFACTURER
Strategic Planning & Budgeting, Communications, Public Relations,
Social Media,Web, Print,Trade shows, Strategic Alliances,
Business Development, Customer Service
21. STRATEGIC MARKETING &
PLANNING
• Thought leadership
• Market research
• Product research
• Competitive analysis
• Market analysis
• Post-market intelligence
• Short and long range planning & budgeting
• CRM implementation
• Telemarketing
22. PRINT ADS
ADS PLACED IN KEY INDUSTRY
PUBLICATIONS & SUPPORTED BY
PR:
• MD&DI
• MPO
• ODT
• BoneZone
• Medical Design
• Medical Design Briefs
!
!
23. WEB & ONLINE
REBRANDED AND LAUNCHED NEW
SITE WITH:
• Video
• Investor relations
• Product & positioning four divisions
• Digital collateral
• Social media
• Email
• Personalization
• Calendar
HTTP://WWW.PRO-DEX.COM
24. EMAIL CAMPAIGNS
• Developed and managed database of
over 15K Medical Device Professionals
• Weekly email campaigns promoting blog
posts, articles, trade shows and special
events
25. PUBLIC RELATIONS
KOL ANDTHOUGHT LEADERSHIP
KEY ARTICLE PLACEMENT:
• Monthly column in MPO & ODT
• MD&DI
• Orthotec
• Medical Design Briefs
BLOGGING AT KEY INDUSTRY EVENTS FOR:
• Advamed
• AAOS
• AANS
• Guest Blogger for UBM Canon & Rodman Publishing
26. TRADE SHOWS
• Key trade shows and events
• Components include:
• Blogging
• Booth management
• Art direction
• Key meetings
• Trade show follow up
28. INDUSTRY EVENTS
• Annual AAOS key industry leader
event
• Invite key OEM Executives to network
and share ideas with a guest speaker.
Topics include SCRUM andTeam
building
Jim Abbott shared keys to overcoming adversity
and tips for creating great teams
30. WEBINARS - ONLINE EVENTS
• MD&DI Editor Webinar: "Accelerating the
development process through concurrent engineering"
• Hour long webinar targeting Medical Device R&D
Engineers, Managers and Executives
• Over 200 attendees
• Over 400 views
