Design
Designing Cobra’s Corporate and Sales brochures
Brief
Cobra Biomanufacturing plc offers a complete range of cGMP biomanufacturing services for manufacturing recombinant therapeutic proteins, DNA, viruses and live cells. The Company has recently expanded its facilities to include a biomanufacturing site in Oxford, UK. Operating globally, Cobra is expanding its presence in North America.
Objectives
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To develop a corporate “image” brochure that would appeal to a broad audience consisting of shareholders, customers, consultants and employees |
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To develop a suite of commercial/sales brochures for the protein, DNA and virus markets that clearly detailed Cobra’s offerings and the key benefits of using Cobra as a biomanufacturing partner |
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To raise awareness of Cobra’s offerings to customers, prospects and consultants |
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To increase sales leads |
Methods
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Northbank researched Cobra’s competitors and their market positioning |
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Cobra’s key corporate and sales messages were distilled and presented as a series of brochure headlines |
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Utilising different visual vehicles to communicate various themes, a wide selection of creative concepts were presented to Cobra |
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From these, Cobra selected a theme for the sales brochures that integrated various coloured icons developed by Northbank to differentiate between their sales areas |
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Children were used as models to embody the human face of the Company and its innovative and enquiring nature and skills |
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A child theme had been used in another recently developed advert (click here for the 2004 case study) and was well received, leading to an increase in sales enquiries. A consistency across marketing materials was maintained by drawing on the same theme. Both child and adult groups are seen to highly value Cobra products |
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A call to action was included in the sales brochure, driving the audience to contact Cobra by email or to visit their website |
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In selecting a theme for the corporate brochure, a story depicting how Cobra works to overcome hurdles was chosen and photography using children was employed once again |
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Northbank crafted copy that built on agreed headlines |
Results
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The brochures were well received by Cobra’s European and North American Sales staff |
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The new visual theme is now being rolled out into other communication materials, including a new website, exhibition booth, advert and presentation |
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These new materials are leading the sales drive |
20 March 2005
To discuss our capability in this area please contact:
Eileen Paul, Projects Director
+44 (0)1260 296500
eileen.paul[at]collegehill.com
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