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Siimpel Corporation Research Project to Develop Messaging and Communications Plan

Overview

Siimpel Corporation is a venture backed optical microsystems company using micro-electro-mechanical systems (MEMS) technology to enable high-quality digital cameras in mobile phones that are equal to the quality found in larger platform digital cameras. Siimpel’s patented technology enables the miniaturization of high-quality, multi-mega pixel, auto focus cameras that are stable, reliable, shock resistant and low cost. While the company’s manufacturing and sales were expanding, executives knew that to continue their success, the company would need a strategic plan that would clarify target audiences, assess their current communications, and develop Siimpel’s messaging and audience communications plan. Ideally qualified in these areas, Clearpoint was chosen for the project.

Challenges:

Siimpel understood its competitors’ technologies, but they were unaware of their messaging and marketing tactics;
Siimpel had not yet developed its own key messages and had just a cursory Website.

Research/Execution

Clearpoint developed a comprehensive Internal Audit survey and distributed it to the top six company executives to assess the messaging each of them used regarding the company, and to determine the needs, challenges and opportunities for the PR/marcom program. Each executive completed the survey independently to identify goals, objectives for PR, opinions on past communications, competitors, and customer promise. We discovered clear disconnects and brought it to their attention.

Clearpoint conducted an extensive Competitor Communications Audit of Siimpel’s top three competitors to assess their positioning and key messages. The team gathered detailed information on each competitor, including company and financial information, how they communicated benefits of their main products, the key messages on their websites, key customers/partners, tradeshows and speaking opportunities the competitors participated in. We also reviewed press releases and media coverage for messaging consistency (or lack of it.) A thorough report and full binder with the information revealed was delivered to Siimpel executives in a team meeting.

Clearpoint also conducted a half-day messaging session with the company executives where we identified for them the disconnects in their vision statement and messaging, and brought everyone together in a unified vision and key messages.

Following the competitive and internal audits, Clearpoint reviewed Siimpel’s website in depth and delivered recommendations in a meeting with the executive team on how to modify the site to establish stronger communications. Clearpoint brought in a graphic designer affiliate to assist with the logo refresh and Website redevelopment, including a revised navigation schema.

Results

Clearpoint met project objectives by:

Identifying Siimpel audience hierarchy
Developing new vision statement and key messages
Assisting with the rebranding and revision of Siimpel’s logo and stationery package
Identifying new navigation and messaging for their Website
Producing a preliminary PR plan for Siimpel to work with and build upon in the future

Siimpel executives were able to take Clearpoint’s research, recommendations and materials to get everyone on the same page. With unified perceptions, messages, materials and communications, the company was able to successfully elevate the Siimpel brand in the minds of its audiences, partners and industry opinion leaders, as well as to successfully continue their sales expansion. The company successfully raised another round of funding from one of its cell phone manufacturing partners.

Siimpel Corporation Research Project to Develop Messaging and Communications Plan

Overview

Research/Execution

Results

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