Over the past 30+ years, our strategically creative approach has enabled clients to achieve significant results aligned with their objectives. Here are a few examples.
RADIABEAM: HARD TECH PARTICLE ACCELERATORS
Objective
Grow revenue from multiple lines of business: Government contracts for cutting-edge R&D; components for accelerators and colliders at major international labs like SLAC; products and testing services for aerospace (air, defense and space); commercial markets like medical sterilization and security.
Reality2 solution
Strategically unified the brand around RadiaBeam leadership at frontiers of physics to “transform ideas into physical reality” based on synergy between advanced R&D and commercial sides of business. Created communications for each business sector: Research, testing, X-ray and light sources, high brightness injectors, irradiators, photonics & optics, fusion energy, and more. Market-focused differentiation contributed to incremental revenue of $4 million in a single year
FIELD EDGE: SaaS (SOFTWARE-AS-A-SERVICE)
Objective
Grow the company after purchase by new search-funder management team and retirement of founder. Compete effectively with software providers in “field services” sector: HVAC and plumbing contractors. Build value for sale and exit.
Reality2 solution
Changed name of company from “Desco” (derived from name of founder) to “FieldEdge,. Deployed new branding, positioning & messaging strategy: An “edge” for field services contractors in profitability due to operating efficiencies, and sales growth from new revenue generated by on-site field techs. Result: Sales doubled in two years. Exit: Company sold for significant multiple.
AIROCIDE: INDUSTRIAL AIR QUALITY
Objective
Penetrate industries that have very different air purification needs. Platform: unique air disinfection technology originally developed for NASA. Challenge: grow sales into multiple markets with single tech solution and product line solving highly distinctive air quality problems in 9 industries. Examples: spoilage and “shrink” in post-harvest produce; indoor air quality (“IAQ”) in commercial properties; patient safety in healthcare.
Reality2 solution
Organizing principle for brand addressed pain points around unmet needs, plus “educational sell “ about hidden costs such as dirty coils in air handlers. Anchored credibility in NASA track record and performance of new self-contained process in field, producing clean air without emissions (superior to status quo, HEPA filters). Developed empathetic marketing messaging that “spoke customers’ language” in each industry. Result: Displaced the competition. Increased lead conversion 4X.
CELESTIAL ONCOLOGY: MEDICAL (CANCER RADIOTHERAPY)
Objective
Market a game-changing cancer radiotherapy system directly to hospitals and clinics. Previously, our client RadiaBeam’s linear particle accelerator products were sold only on OEM basis to radiology manufacturing industry. New spin-off was formed for compact, economical robotic system, enabled by first “linac” small enough to fit in unit that could rotate 360º around patient.
Reality2 solution
Attracted investor attention in crowded market with provocative messaging: AI-based, compact system transforming radiation therapy from 2-dimensional “flat” world to 3D, with patient at center of a sphere. Benefits: better dosage distribution, small footprint, AI-powered planning, simplicity of operation. Result: Powerful narrative contributed to rapid Series A funding of $8 million 6 months after launch.
APPLIED NANOTECH: ADVANCED MATERIALS & NANOTECH)
Objective
Build market penetration and sales growth based on Applied Nanotech (ANI) track record in innovative nanotech and advanced materials for diverse industries. Leverage achievements in novel nano-materials and processes that form the foundation for OEM and government agency advances in wide variety of fields, from microelectronics manufacture to defense to high-energy physics and nuclear energy.
Reality2 solution
Unified brand around provocative statement (“Expanding the potential of the infinitely small”). Told core story: When existing materials don’t keep up with demand for smaller, lighter weight, faster, cheaper and more sustainable products, ANI has novel solutions. Dramatized clear proof of performance for next generation electronics, composites and sensors. Included explainer video: graphene foils for pharma cyclotrons. Results: Effective penetration of target markets, conversion of leads and sustained growth.
PANCOPIA: CLEAN TECH (WATER PURIFICATION SYSTEM)
Objective
Commercialize water treatment and recycling technology, initially developed for NASA astronauts. Gain credibility at government agencies and penetrate ag markets. Achieve proof of concept with sales into agricultural beachhead market while setting stage for global roll-out providing clean recycled water for both livestock and people.
Reality2 solution
Positioned water recycling innovation as giant step for sustainable agriculture now, and global water reclamation in future. Achieved penetration of beachhead market: pig farming with fix for pain points around pollution from wastewater lagoons. Multiple benefits: Swine productivity, clean air and groundwater, bonus profits from biogas capture. Result: Rapid penetration of target market. 4X increase in lead conversion.
FLEXOMICS: BIOTECH RESEARCH (CELL SCREENING PLATFORM)
Objective
Attract collaborators, customers and partners in pharmaceutical research to test and adopt new screening platform that accelerates translation of genomic discoveries into clinical applications. Tell the company story clearly and simply, meeting the challenge of explaining a complex process to resonate quickly and drive response from the drug discovery community within “big pharma.”
Reality2 solution
Replaced generic headlines and complex copy with step-by-step storytelling, differentiating scalable platform by clearly stating advantages over status quo. Distilled and supported key benefit: Advancing single cell biology via integration of imaging and sequencing for first time. Told story, with images and relatable copy, of how platform transforms workflows. Immediate result: $2 million in contracts secured with big pharma.
SABAN COMMUNITY CLINIC: HEALTHCARE (NONPROFIT FUNDRAISING)
Objective
Raise funds and establish community support for construction and launch of new community health center in Los Angeles’ Crenshaw District, where 285,000 people lack convenient access to affordable healthcare. Raise substantial funding before groundbreaking of construction. Offset cuts in Federal funding. Build on Saban’s 5 decades of impact: Seven community centers that fill vital needs for quality medical care, regardless of ability to pay.
Reality2 solution
Developed two different approaches. Targeted donors with website and campaign to create sense of urgency for new clinic in a “healthcare desert,” Defined access problem and human cost when you must choose between economic survival and family health. Website and flyer for local leaders and businesses was aspirational with focus on quality of care, affordability and partnership. Result: Raised $13 million towards construction of new health center before construction ground-breaking.