CME, a newly formed medical supply company, came from the merging of Claflin Medical Equipment, Hospital Associates, and RSI. As a part of their National Sales meeting, they wanted a powerful campaign to unveil their new branding and convey to their team that now that they were one large, national company, they would be unstoppale in the medical supply space.
The first step in developing a brand was to establish a theme and targeted messaging. Key points that needed conveying were that the company was better as one large corporation as opposed to the three separate branches it used to be, and that they were truly a national force able to accomodate needs anywhere across the country.
Since the new company name, "CME," used to be associated with just one branch, Caflin Medical Equipment, headlines throught each piece contain three main words, start with the letters C, M, and E respectively, providing new definitions for CME and disassociating the new name with the old branch. This led to the tagline "The Sky's The Limit," because not only are there limitless definitions of what CME stands for, but the possibilities for growth and success are endless now that the comapny has truly come together.
The next step was to develop a series of eblasts to provide information about the Sales Meeting and get everyone excited about the new company brand.
The final step was to build a microsite containing more detailed information about the meeting, a meeting t-shirt order form, and information about the meeting location, Newport, RI.
This campaign was designed to encourage young children to develop healthy dental habits at an early age.
