Vidiation Case Study

Establishing a brand identity for a high-tech startup company through multiple-channel marketing

Background:

Vidiation is a Homeland Security technology firm providing an analytics software solution called V-RADS™ for radiation detection. V-RADS detects “threat level” radioactive materials used in “dirty bombs” and other terrorist devices, while avoiding false alarms caused by non-threatening low level radiation. Using subscription software that identifies the presence and characteristics of gamma rays when they strike a semiconductor sensor, V-RADS detectors (GammaTect™) can be positioned adjacent to security cameras to provide visual identification of the potential threat.

Challenge:

During the business startup phase, Vidiation needed to introduce potential customers to this new technology and educate them about its benefits. In today’s world, the threat of terrorism is very real. Vidiation offers a critical service for security personal charged with protecting the public safety in facilities such as hospitals, mass transit tunnels and sports arenas. To maximize marketing efforts and establish the brand, Vidiation sought a partner to provide turn-key services across multiple channels.

Solution:

Creating smart, cohesive, interactive marketing materials in both traditional and new media requires a unique combination of strategic thinking, creativity and technological capability. Our total brand development and support during Vidiation’s startup phase included the creation of a logo and color palette, the design, development and deployment of a company website, brochure, presentation folder, sales video, e-mail communication template and tradeshow booth. In order to maximize the effectiveness of the marketing materials, Fusion92 determined that an emphasis had to be placed on explaining the technology and communicating the urgent need for the V-RADS solution. This messaging was strategically incorporated into every element of the customized turn-key solution and distributed via CD, DVD, Powerpoint presentation and company website. Each marketing element is highly scalable and supports the brand messaging. The brochure and presentation folder easily expand to reflect Vidiation’s rapidly developing service and product offerings. Vidiation’s general e-mail communications, press releases and marketing information all reinforce the newly-established messaging and brand guidelines. Fusion92 also partnered with Matrix Exhibits to aid in the development of a convertible tradeshow booth for major tradeshows and effectively communicates to potential customers. This multi-media solution produces strategic and flexible marketing communications that not only establish a brand presence, but motivate potential customers to take action.