Case Study: Integrated Marketing

The Challenge: Help position a testing laboratory that had a long association with a single industry as a full-service provider of lab and testing services.

The Client: GTI Testing Laboratories, an affiliate of the Gas Technology Institute, has significantly expanded its range of client services and customer base to serve industries including aerospace, appliance, automotive, metal forming, natural gas, power generation and water industries. Its staff of 200+ professionals includes specialists in every area of materials evaluation.

The Solution: In the fall of 2000, NM Marketing Communications, Inc. began planning a comprehensive approach to position GTI Testing Laboratories as a recognized provider of advanced testing solutions for a variety of industries. Research was conducted to identify marketplace needs and understand the business challenges of GTI's diverse client base. Key strengths of GTI also were identified, including the ability to get test results to the client when needed and interpreting the test results to provide guidance and solutions to clients.

The theme that evolved was "GTI - Your single source for advanced testing."

Once the theme was established, it was used in a variety of ways to communicate with GTI's customer base. NM Marketing Communications, Inc. integrated approach included:

• Production of Information Kits
• Creation of an Extensive Direct Mail Campaign
• Development of Press Releases to Supplement GTI's Internal Staff
• Management of Open Houses and Trade Events
• Production of Trade Advertising

If your company would like to receive the immediate and long-term benefits of working with a full-service, integrated marketing communications company, call us at 847.657.6011 or send us an e-mail.

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