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Symmetri Again Wins 3 Tower Awards
The Symmetri team again scored three BMA Chicago Tower Awards this year. We are excited to share that we earned medals in the following categories:
GOLD Award: Integrated Marketing Communications Program
DDS Dan campaign for DENSTPLY Caulk’s TP3 dental restorative product, which is now an ongoing social presence supporting the overall brand. Follow DDS Dan at https://twitter.com/dds_dan or like him on Facebook at https://www.facebook.com/dentsplyddsdan.
GOLD Award: Marketing, Brand, and Communications Strategy
EGS (Emerson Electric Group) Project Pursuit Playbook, guiding the business development teams in the process of identifying and engaging with new opportunities.
Bronze Award: Custom Publications
SCHAWK Patterns, an award-winning quarterly report on top-of-mind issues for brand marketers worldwide.
View the complete list of Tower Awards winners here.
Congratulations to our wonderful clients and to the whole Symmetri team for this outstanding achievement!
Out of Many, One: Symmetri Guides the Rebranding of SGK
The challenge: deliver new positioning and branding, plus a complete visual identity system, for a fast-evolving $500m company and express it across multiple new websites, print collateral and more. The result: a full brand re-launch for SGK, encompassing strategy, design and messaging across multiple media.
In recent years, 60-year-old Schawk, Inc. had evolved into an integrated brand management agency on five continents. Our longtime client asked us to help guide a rebranding that would include the parent company and four ambitious sub-brands. The culmination of this effort was the recent launch of SGKInc.com, Schawk.com and BLUESoftware.com.
Symmetri spent many months in research and discovery with the client’s executive team to identify the most effective ways to harmonize the value propositions multiple company brands. This led to the insight that a new master brand was required. “SGK” now represents the entire public company, which rests on four pillars: Brandimage (“Creating Brands”), Anthem (“Selling Brands”), and Schawk and BLUE (“Producing and Protecting Brands”).
Together they represent a core promise: Brand Performance. This encapsulates SGK’s distinct claim that a top-performing consumer brand is not only Desirable in the marketplace but Profitable in its execution of branded materials across product lines, across media and across geographies. With Symmetri’s input and effort, SGK now has a strikingly clear and succinct messaging matrix that guides all communications, externally and internally.
Tying this together is a complete SGK visual system and set of brand guidelines that reflect the history, values and promises of SGK in all aspects, from brand colors chosen after extensive research, to the unique letterforms of the new SGK logo, through to the smallest details of all future collateral.
Symmetri Marketing Group is proud to have executed this historic project for our ambitious global client. It represents all of our strengths in brand strategy, brand messaging, creative strategy and execution across all the media that are crucial to B2B brands today. Because of our careful integration, you can experience the SGK story and our work by visiting any of the sites we developed for SGK: www.SGKInc.com, www.Schawk.com and www.BLUESoftware.com.
“Do You Dare?” Symmetri Launches TPH Spectra in Integrated Campaign
DENTSPLY Caulk is one of the largest dental-product manufacturers in the world and a longtime client. We recently collaborated on a fully integrated campaign to launch TPH Spectra, Caulk’s newest universal composite material. The campaign was a model of cross-channel integration, including website, social media, video, e-mails, events and distributor participation.
It was energized by the TPH Spectra “Truth Or Dare” Challenge – blind tests comparing the handling of TPH Spectra and competitors. Dentists are often hesitant to switch to new materials and tools once they’re in a comfort zone. To encourage all-important sampling of TPH Spectra, the Challenge dared dentists to try it with a knowledgeable Caulk rep.
To promote this, Symmetri developed print ads and e-mails touting the Challenge and encouraging dentists to sample TPH Spectra in-office or at the Chicago Dental Association’s Midwinter meeting – the major dental trade show where TPH Spectra was launched.
Many of the dentists who sampled the product agreed to be videotaped – and their pleased reactions to TPH Spectra became a series of videos that are the centerpiece of the new TPHSpectra.com, fully developed and executed by Symmetri.
Integrated social media supported the campaign and site launch through extensive Twitter and Facebook outreach, including “participation” by DDS Dan, the fictional dentist/private eye conceived by Symmetri as "spokesman" for an earlier TPH product and now the advertising spokesman for multiple DENTSPLY products on Facebook and Twitter, in print media and at industry events.
Dentists are strong adopters of social media professionally and personally, and two of the largest dental products distributors, Henry Schein and Patterson Dental, requested to participate in social promotions leading up to the Midwinter event. For example, Schein reps participated in a Twitter chat with the TPH Spectra project manager and the DDS Dan persona.
Symmetri developed an extensive product brochure for sales reps to use, but TPHSpectra.com is the foundational sales tool. It’s a model product site, featuring quick information, compelling video and a clear call-to-action.
Information: All key information about TPH Spectra is contained on five core pages: Home, Using, About, History and Order. Pages invite users to scroll to interact with concise pieces of multi-media information instead of clicking. This is a smart trend in product sites today, influenced by social sites like Facebook, which users eagerly peruse by scrolling.
Video: The site features the short, high-energy videos of actual dentists taking TPH Spectra’s Truth Or Dare Challenge.
Call To Action: Every page prominently displays the message, “It’s your turn to take the TPH Spectra™ Composite Truth Or Dare Challenge” with a simple sign-up. Whether a dentist studies the whole site or is convinced by the very first video, the sign-up form is in plain sight.
The messaging is built around a compelling, honest proposition. TRUTH: Dentists get comfortable with their favorite composite and are hesitant to change. DARE: We dare you to try something new – and a DENTSPLY rep will help you take the Challenge right in your office, just like the dentists in the videos.
Visit TPHSpectra.com and consider how a fully integrated campaign could energize your next product launch.
We’re a BMA Tower Winner x3
The Symmetri team scored three BMA Tower Awards this year and added another accolade: consideration in the exclusive Best In Show category. We are excited to share that we earned medals in the following categories:
Total Communications Program under $200,000
Gold Award: ChemFil Rock by DENTSPLY Caulk
Be sure to check out the print ads, which combined humor with strong product messaging and stood out uniquely in dental publications.Visit ChemFilRock.com
Total Communications Program over $500,000
Schawk Wins Social Media Award
Schawk Inc.’s BrandSquare online marketing community has earned a 2011 BtoB Social Media Marketing Award for its use of Twitter in engaging marketers in the BrandSquare community and in spreading its daily marketing news and insights. Symmetri Marketing Group handles Schawk Inc.’s digital efforts and launched an extensive BrandSquare social effort in June 2011.
BrandSquare saw a tremendous increase in 2011 traffic and membership, which now consists of over 800 companies. And @BrandSquare now has nearly 3,500 followers of its 10 to 20 daily tweets on a variety of marketing and branding subjects.
The @BrandSquare page earned runner-up honors to CRM provider Contact Contact’s @ConstantContact and was in excellent company among honorees, which include IBM (winner, Best Use of Integrated Campaign – Tech Company), Cisco (runner up, Best Use of Facebook) and CDW (runner up, Best Use of Viral Video).
Read the accolades on BtoB.
Complete site redesign for Accurate Perforating targets three distinct audiences
Our latest work for Accurate Perforating involved a complete redesign of their website. As part of our research and by working closely with Accurate, we determined that three separate types of customers, each with very different needs, would be visiting this new site: Architects & Contractors, Original Equipment Manufacturing Accurate & Fabricators, and Service Centers & Distributors.
Symmetri designed Accurate's homepage to greet the user with a choice of three self-identifying portals. Once past this first page, content is targeted specifically to each user, creating a more functional and efficient experience.
See it live at AccuratePerforating.com
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