The Need:
The team at Predictive Safety was getting ready to launch their newest- most innovative- product, AlertMeter, a smartphone or tablet based reaction-time test that would allow employers in high-risk industries to make sure employees were ready for the day's tasks in a proactive fashion. AlertMeter was made to replace reactive drug and alcohol screening techniques to eliminate dangerous situations before they arose. The company had a name and a logo, but not much else to get this project off the ground. So as their Marketing Manager, I got to work.
The Remedy:
Brand Package & Standardization
The first issue I faced was that while contracted designers had created a logo for AlertMeter there were no established standards, coherent visual identity, or logo package for the team to use. So I worked with the source files from our designers to create a simple, clear brand standard document. To accompany this document I created and managed a company-wide resource for official logos via SharePoint. Additionally, I wanted to give AlertMeter a visual identity that stemmed beyond the logo. So I went on the hunt for standard imagery from around the company and stock sites to find images that would tell the story of the brand.
The standard logo appearance.
Website:
Once the brand identity was finalized I began work on a sleek website. The site needed to accomplish a couple key objectives: explain the offering, establish brand credibility, motivate users to sign up for the AlertMeter Pilot Program, and visually fit in with the Predictive Safety parent site. Given these needs, I decided to use Squarespace again to build a site much like the Predictive Safety site but with more targeted content.
I laid out, copy wrote, designed vector imagery and sourced raster imagery for every page on the website. The flow was built to steer users from basic information about the product, into the intensive research on which it was based, and finally, to the Pilot Program call to action. To capture user info, I integrated the company MailChimp account with the lead capture form to create an automated system for processing interested users.
The homepage, complete with a sweet video background.
Sales Materials
Now that AlertMeter.com was up and running I turned my focus on to the next step in the purchase funnel, sales materials. I laid out, designed vectors and sourced imagery for a series of digital and print materials for our sales team to use. The crux of this laid in the Pilot Program Brochure. This PDF needed to clearly explain what customers could expect during the pilot, illustrate the value AlertMeter would bring to their company, and establish credibility via our research in developing the product. I sourced copy from our team of fatigue and alertness experts to create a cohesive, clean brochure that would entice readers.
The Results:
“Quickly filled our pilot program with participating companies.”
Once AlertMeter was off the ground with all of these pieces it quickly became the star of Predictive Safety's product portfolio. Customers were able to clearly see the value that this innovative product would bring to their business. We were quickly able to fill out our Pilot Program to aid in further product testing and help get us started with market adoption. After which, I restructured materials for a more traditional trial call to action across the materials. Today, AlertMeter is helping create safer workplaces around the U.S.
