Background
Melanie Dukas was marketing communications manager for kSARIA Corporation, a fiber optic automation start-up, for 18 months. When Melanie started at kSARIA, the company was two months away from the industry's biggest trade show of the year, the Optical Fiber Conference(OFC).
kSARIA hoped that Melanie could help them introduce the company at the upcoming show, but the company was brand new and Melanie had only a logo to work with.
The Challenge
Melanie accepted the challenge and within two weeks, she had created a positioning strategy and a branding strategy for the company. She determined the company would need the following projects ready by opening day:
- Website
- Press kit
- Mailer
- Trade Show Booth
- Advertisement
Melanie put her freelance team to work and when the show opened, the press kit was ready, the website live, the ad placed, the direct mail piece sent and the booth complete.
The Results
As the show opened, the phone began ringing with calls from the press inquiring about the new automation company. The Boston Business Journal wanted to interview kSARIA's CEO on the radio, Venture Wire and the Red Herring requested interviews, and prospective customers were lining up to see the new fiber optic automation company.
