Announcing CarTon: Transforming Cell and Gene Therapy Facilities with IPS Innovation
In the lead-up to the ISPE Annual Meeting in Las Vegas, IPS strategically unveiled CarTon, a pioneering service geared towards catapulting cell and gene therapy facilities into operational readiness. This initiative, transforming medical brilliance into life-saving products, was meticulously executed through a comprehensive marketing campaign, involving strategic planning and creative development.
Campaign Highlights:
- Strategic Unveiling: The campaign culminated in a Discovery Stage talk at the ISPE Annual Meeting, leveraging the global stage to introduce CarTon to industry leaders.
- Parallel Development Challenge: Amid ongoing program development, the campaign navigated the evolving landscape, with a focus on defining CarTon’s offerings. This included the creation of a distinct logo, messaging, and supporting collateral.
- Teaser Campaign: Commencing two weeks prior to the event, a targeted LinkedIn teaser campaign generated anticipation through engaging video clips, gradually revealing details about the upcoming announcement.
- Promotional Giveaway: A carefully designed 3D maze cube, symbolizing the journey to operational readiness, was chosen as the promotional giveaway. Housed in a “take-out” style carton, the cube unfolded to unveil program details, serving as collateral in itself. A branded display added a visually appealing touch.
- Elevated Outreach: An eBlast, strategically sent a few days before the event to a selective contact list, built anticipation among potential attendees.
- Presentation Support: The team contributed to the seamless execution of the event by developing a compelling signable and PowerPoint deck, resulting in a well-attended and positively received presentation.
- Post-Event Promotion: Following the presentation, marketing efforts extended to social media channels and a press release, ensuring continued visibility and engagement.
CarTon’s journey from conception to unveiling was a testament to IPS’s commitment to innovation and operational excellence. The marketing campaign successfully blended anticipation, engagement, and strategic messaging, solidifying CarTon’s position as a transformative force in the cell and gene therapy landscape.
See the attached PDF for more campaign details.