Practice Areas

Corporate/B2B

Tridium - Hi-Tech Campaign of the Year

 

Challenges

Tridium Inc. is a leading provider of Internet-enabled, automation software that allows proprietary systems to communicate and work with one another as a single system. The company hired CRT/tanaka to develop and implement a full-scale communications and marketing campaign that would establish this relatively unknown company as a major player in the automation software industry and to build awareness for its products (Vykon and Niagara Framework) in its targeted sales markets.

 

Solutions

In the wake of the dot-com bust, CRT/tanaka would have no easy task to break through to communication channels, which were now skeptical of unknown technology companies. Many high-tech companies made promises about capabilities they couldn't deliver. It was up to CRT/tanaka to convince Tridium's target audiences that the company's technology did what the company said it could do. As a result, the agency developed an integrated public relations and marketing campaign that would be accomplished with case studies, product demonstrations and customer testimonials, not hype and vaporware.

Results