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Clearpoint Utilizes Integrated Communications for Brand Refresh

Background

Synteract is a B-to-B, full-service contract research organization (CRO) with a successful 17-year track record supporting biotechnology, medical device and pharma companies in all phases of clinical development. In 2012 Synteract decided to pursue a brand refresh to raise its profile nationally. Clearpoint Agency led strategy, PR, messaging and content development, working closely with the client, and with Diseno Communications for graphic design and web development.

Challenges

The objective of the re-branding campaign was to create an integrated communications program that would use diverse marcomm tactics, traditional PR and some social media to increase name recognition and reinforce a new, more sophisticated Synteract messaging and brand identity. However, the new brand had to keep the essence of the company, while incorporating the new direction and vision of the company.

Solution

Clearpoint started by completing a competitor communications audit, reviewing three of Synteract’s competitors to analyze how they were communicating to their stakeholders. Clearpoint then conducted a positioning workshop to establish clear messaging that would become the foundation of Synteract’s communication materials and new website. Messaging planning began in Nov. 2011 and web redesign started in Jan. 2012 with the goal to have the new website live in April 2012 and all other materials ready for the annual DIA conference in June 2012 – an ambitious set of deadlines that were met due to the integrated work of the PR, marketing, and graphic design teams.

Result

Synteract’s refreshed branding and new website led to three RFPs, with several more pending. Synteract’s board was very pleased with the new website and re-branded messaging, and CEO Wendel Barr commented that the new Synteract branding elevated the perception of the company’s professionalism and corporate identity, while also remaining true to the brand’s essence. Executives were especially pleased that deadlines were met and that the rebranding led to increased SEO rankings, tradeshow traffic, and news release coverage. In addition, the refreshed branding and website has garnered increased media coverage for the company, including a regular guest column in a major trade publication.

“Thanks again for all your hard work on the messaging development, brand refresh and implementation. Everyone here at Synteract is excited about the new look and direction, so much so that we are already starting to plan into 2013 and beyond, and of course, want to continue working with the Clearpoint crew!”

Trisha Vonder Reith,
Marketing Communications Director,
Synteract, Inc.

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