What was Wrong
Take an unknown start-up technology company with limited finances
and develop a strategy to introduce the product and company across
North America.
Action Taken: Branding
A brand is not just a logo, tagline, packaging or the "look
and feel" of your ads and your website. Your brand resides within the hearts and minds of your customers
and prospects. It is the combined total of their experiences and
perceptions, some of which you can influence, and some you cannot.
A successful brand can benefit you in the following ways.
- Separate you from your competitors, in a unique way, that is
relevant (and motivating) to your customers, prospects and channels.
- Enhance your perceived value, thereby supporting premium pricing,
sheltering you from low price competition and contributing to
shareholder value.
- Provide resilience in times of negative press.
- Enable you to launch new products quicker and more cost-effectively.
The challenge with Roam I.T. was to develop a brand that would
gain instant recognition with the target audience - paramedics.
Rampart-EMS™, is electronic patient data recording software
for the Emergency Services industry.
During the branding process, paramedics were asked for input on
the product name and functionality. Without fail, those interviewed
were either a fan of, or very familiar with, the 1970's TV show
"Emergency" where paramedics Johnny Gauge and Roy DeSoto
transported patients to Rampart General Hospital in Los Angeles.
Common comments included, "Emergency got me hooked on the thought
of being a paramedic". Rampart™ brought instant name recognition
and goodwill.
The stylized "star of life" that became the Rampart-EMS™
logo was also a symbol instantly recognizable to the industry.
During beta testing, paramedics helped guide changes in the software
that led to reviews at tradeshows such as, "this is the easiest
system to use I've seen" and "it works the way I think".
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| Early Demo CD |
Direct Mail Collaterals |
Trade Pub Ad |
The Results
Rampart-EMS™ has been enthusiastically received as a product
brand by paramedics across North America. Response at trade shows,
to direct mail pieces, and through the web site, have all been favorable.
Requests for product information have come into Roam I.T. based
solely on the product name and the recognition factor with the audience.
Marketing efforts attracted investment into Roam I.T. of nearly
$2 million over a two year period while the technology industry
was foundering.
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