Making New Technology Mainstream #704

To help introduce a breakthrough technology that uses corn, instead of petroleum, as the carbon source for an industrial client’s new line of polymer resins, G&S developed a multi-year campaign designed to build credibility, overcome skepticism and drive widespread adoption. Developing a series of creative and strategic solutions, G&S helped take this once controversial material from the research lab to Wal-Mart shelves. One billion impressions later, the product has become the benchmark for success in bio-based products.

Request the full case study #704.

Renewed Visibility for Renewable Polymers #614

To drive brand adoption of a natural-based plastic by major retailers, G&S created a proactive strategy to capitalize on an anticipated market trend … before the trend made headlines. Realizing the potential of a “bushels v. barrels” campaign, the agency developed the angle and waited for the right opportunity. When the price of oil broke a predetermined milestone, the team sprung into action, targeting the nation’s premier media outlets. The campaign was a smash hit, garnering a four-page spread in Forbes’ most-read issue, front-page coverage in the Los Angeles Times, a cover feature on Wall Street Journal Marketplace, and a three-minute feature on CNN.

Request the full case study #614.

Gaining Industry Insight Helps Position Company for Success #502

When a global technology leader in health sciences wanted to seize a business opportunity in the growing pharmaceutical and biotech industries, it turned to G&S to gain strategic insights, identify the most pressing needs of customers and develop optimal positioning. G&S developed and managed an interactive forum, the “Pharmaceutical Media Roundtable,” to enable the client to present its perspectives on the market and offer solutions for the drug development pipeline. The interactive forum proved beneficial for top executives, who gained new insights and market trend information, and participating editors, who appreciated the opportunity to share their knowledge.

Request the full case study #502.

Strategic Positioning Program Provides Key Competitive Advantage Spanning Three Decades #506

With competitors using aggressive, market-driven strategies to bring innovative new products to market, a leading global plastics supplier worked with G&S to improve awareness of its plastics product portfolio, enhance perceptions of individual plastic materials by connecting them to an integrated portfolio, broaden cross-selling opportunities across market segments, and build brand preference. G&S created a comprehensive positioning program that integrated communications efforts across products and market segments worldwide. An annual, year-end press briefing held in New York served as the program’s cornerstone, providing trade and business editors with a “one stop shop” for access to the company’s global business leaders. Subsequent research showed the positioning program generated results that translated to significant business value by helping the client outscore its competitors in terms of top-of-mind awareness of plastics suppliers and move into a parity position in regards to supplier preference.

Request the full case study #506.

Technology Innovation Campaign Targets Global Recognition #322

G&S developed and launched a leadership positioning campaign for a biopolymer client, helping the company establish itself as an innovator and market leader through a new technology. G&S promoted this client’s new corn-based resin technology, as well as its key inventor to the mainstream business and industry trade media, helping to establish the company as the leader in its field.

Request the full case study #322.

Leadership Campaign Builds New Niche for Financial Services Client #335

An agricultural secondary mortgage corporation hired Gibbs & Soell to launch its loan program for small and part-time farmers, as well as to build overall recognition among farmers and ranchers about the value of the institution. As part of this integrated campaign, G&S structured a program to involve selected lenders, both large and small, to reach borrowers, and nationally recognized leaders in agriculture to advocate the need for our client's institution. Articles in publications such as American Small Farm and Nebraska Farmer promoted loan programs. Separately, G&S authored an editorial for Farm Journal, under the byline of former U.S. Secretary of Agriculture John Block, about the need to offer lower interest rate loans to farmers and the corresponding value of programs such as those available from our client.

Request the full case study #335.

Establishing a Leadership Position in Product Innovation #407

To stay in a leadership position, a leading manufacturer of residential and commercial plumbing products needed to transform the company image from being “safe and reliable” to being known as a cutting edge product innovator. With an upcoming launch of a new residential electronic faucet that was both highly functional and attractively designed, Gibbs & Soell used a series of bylined articles, product awards, and events to reach new audiences beyond the traditional trade and shelter media readers, expanding to general interest titles both national and regional. The company is now recognized by customers, end-users and marketplace influencers as a leader in product innovation and design.

Request the full case study #407.

Establishing Fixed Wireless Credibility #417

With the ever-evolving atmosphere of telecommunications, leveraging your technology and capabilities can be quite a feat. For one such client, G&S positioned the company’s chairman as an innovator and a leader by securing panel participations and speaking opportunities. Extensive media outreach was also utilized to obtain press coverage: The Wall Street Journal, Telephony, CBS MarketWatch, Wireless Week, Broadband Week and Inter@active Week all carried stories. By-lined feature articles by key executives also boosted coverage and recognition of the company’s technology and offerings.

Request the full case study #417.

Campaign Differentiates Client’s Technology, Approach from the Competition #420

When you’re up against a competitor with a foot-hold on the market leadership position, achieving recognition is an uphill climb. For one client, G&S created a complete public relations campaign to introduce its client’s new technology and achieve recognition even amidst a dominant competitive force. G&S developed a comprehensive media kit, secured interviews and editorial meetings at key trade shows, targeted key trade publications, and developed messaging and media training. The industry’s top publications took note: Design News, Portable Design, Machine Design, Plastics Technology, Plastics News and European Plastics News all filed stories. The client became viewed as a credible and formidable market presence.

Request the full case study #420.

Campaign Maintains Market Leadership Position #422

Getting on top isn’t easy, but staying on top can be even tougher. That’s why a market-leading client of G&S enlisted our aid in implementing a leadership positioning campaign. To achieve this goal, G&S managed trade show presence and visibility, media events, press briefings, publicity campaigns, media tours and executive presentations. Efforts targeted both external consumer audiences as well as internal resources. Despite the company’s position at the helm of an industry fraught with change, the client maintains its top-of-mind awareness and brand value perception among its target audiences.

Request the full case study #422.

Changing the Identity of a 20-Year Brand #425

What do you do when acquisitions create multiple business sectors and your UK-based parent company wants to build name recognition in the United States? Why re-brand, of course. Perhaps a simple endeavor for lesser known or established companies, but when a company’s been around for 20+ years and its brand loyalty is so closely linked to its name, that becomes a different matter altogether. In order to ensure success, communications were as paramount internally as externally. Key executives were brought together from all entities and messages and media responses hammered out. Defining the rationale and benefits of the acquisition and re-branding was a crucial first step. Internally, building excitement and acceptance for the new brand was just as crucial. Gift boxes with lots of logo items helped insure desks across the company displayed the new look. And a grand launch party was held on site to kick off the new brand. The re-brand was a resounding success, gaining the internal embrace of employees, external media buzz from key healthcare trades, and most importantly, recognition and acceptance from the company’s expansive customer base.

Request the full case study #425.

Validating Technology Through Strategic Messaging #608

When a pioneer in the field of immunotherapy sought to gain industry validation for a proprietary vaccine and secure new funding and partnership collaborations, it turned to G&S for a comprehensive public relations program. G&S implemented a multi-faceted program that included researching media, industry thought leaders, industry influencers and competitors to help identify optimal positioning and relevant messages; executing a national media relations campaign to trade and business press; developing message marketing and executive media training sessions; networking with key associations; and assisting in the company’s re-branding efforts. Extensive publicity in critical media increased visibility, helped create additional partnerships and garnered attention from the venture capital community.

Request the full case study #608.