|
Consumer and Trade Media
 Northbank began its work with Solexa over five years ago, consulting for the Company up to and beyond its merger with Lynx in March 2005, and subsequent listing on NASDAQ. During this time Northbank provided public relations and communications consultancy. In addition to maintaining a high level of trade press coverage for Solexa, Northbank also provided ongoing global conference support, and developed a variety of marketing materials, including a new campaign that was integrated across all marketing materials. The project played a key role in building Solexa's corporate profile and positioning the company's technology in the sequencing and genetic analysis field. In 2007, Northbank continued its work Solexa, now merged with Illumina, supporting the Company's global trade media relations.
Objectives:
- Continue to build on the success of the partnership between Solexa's and Northbank with a structured, proactive, integrated approach to PR and marketing communications
- To raise Solexa's commercial profile and raise awareness of the company's products among global press
- To develop a new graphic theme to be applied across a variety of high-quality marketing materials such as the website, exhibition booths, brochures etc.
Methods and Activities:
- Distributed an average of three press releases per month, including 'Solexa Transfers Listing to The NASDAQ National Market' and 'Solexa Announces Sequencing of a Human X-Chromosome'
- Proactively introduced Solexa's key executives to key media contacts, especially around major conference events
- Created new identity, website and graphic materials, including design and development of technical illustrations
- Provided a technical copywriting service for marketing materials and articles in journals such as Science, Genome Biology and Nature
- Identified key media opportunities for advertising and managed advertising placements
Results:
- Working closely with global trade media has resulted in extensive coverage of Solexa in the press. Solexa has been mentioned, quoted or featured in a wide range of national, international, trade and online media including: New Scientist, GEN, The Scientist, Nature, BioCentury, Science, The New York Times and The Wall Street Journal
- An increase in awareness of Solexa's technology and product development accompanied the positioning of Solexa as one of the leading players in the field
- Executives from Solexa presented at major conferences, increasing the Company's visibility within the industry
- Solexa's value has been recognised through the acquisition by Illumina in January 2007
April 2007
To discuss our capability in this area please contact:
Lorna Cuddon, Account Director
+44 (0)20 7457 2020
lorna.cuddon[at]collegehill.com
|
Quick links
