Tridium

Tridium Inc. is a leading provider of Internet-enabled, automation software and applications that allow multiple devices and systems to communicate and work with one another as a single system. The technology company hired CRT/tanaka to help it overcome industry skepticism and convince consumers that its products would succeed where others failed. The agency assisted Tridium in all aspects of its branding and marketing, including: developing the company’s logo and tagline; creating an integrated marketing campaign to increase sales and strategic alliances in the United States, Europe and Asia-Pacific; and creating  advertisements, bylined articles, white papers and sales collateral. During a 12-month period, CRT/tanaka’s efforts helped Tridium increase sales by nearly 300 percent. The campaign received national recognition as the 2002 Hi-Tech Campaign of the Year from PRWeek magazine.

HI-TECH CAMPAIGN OF THE YEAR

Challenge

Tridium Inc. is a leading provider of Internet-enabled, automation software and applications that allow multiple devices and systems to communicate and work with one another as a single system. Tridium’s challenge was to overcome the industry skepticism regarding its products and convince customers they could indeed achieve where others failed.

Solution

CRT/tanaka assisted Tridium in all aspects of its branding and marketing, including logo and tagline development for the company, its Niagara Framework technology platform, Vykon Building Automation Suite and Vykon Energy Management products.

CRT/tanaka then developed and implemented an integrated marketing campaign aligned to Tridium’s overall business objectives to increase sales and strategic alliances in the United States, Europe and Asia-Pacific. The team wrote, designed and placed ads for Tridium in numerous trade publications; developed collateral material, including product brochures, case studies, sales sheets and recruitment materials; and wrote numerous bylined articles, white papers and product descriptions featured in approximately 100 leading building automation, facility and energy management publications.

Results

• The results of CRT/tanaka’s efforts are best summarized by the client: “In a few short quarters, Tridium went from an unknown entity in the building automation and energy markets to a company that everyone has on their radar screens as the most innovative and up-and-coming company in the industry. We are the targets of competitors’ aims and on the very short list of solutions for end-user customers. Our total marketing package – public relations, advertising, trade shows and highly effective promotional materials – has paid off tremendously.”
• During the 12-month period, CRT/tanaka’s efforts helped Tridium increase sales by nearly 300 percent.
• The campaign received national recognition as the 2002 Hi-Tech Campaign of the Year from PRWeek magazine – besting such well-known consumer technology companies as Blackberry, TiVo, EarthlinkBroadband and Kyocera Wireless. It also received a Gold Quill Award from the International Association of Business Communicators (IABC) for media relations.