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Product/Service: DiscoveryGate
"I just love it... I think it is very cool. Refreshing to see MDL having this kind of marketing material."
--Comments from one DiscoveryGate product manager.
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Client: MDL (San Leandro, CA), a leading provider of discovery informatics applications and services.
Project's Objective: As an Internet-based service, DiscoveryGate represented a new product strategy and delivery channel for MDL. Naturally, product managers wanted the product's collateral to reflect this newness and demonstrate the unique opportunities made possible in an Internet environment. Because DiscoveryGate comprised several different product offerings, its positioning was complicated. Realizing that showing was better than telling, the team adapted a real-life search scenario into a Flash "tour" that would help customers immediately grasp the value of the service.
Principia's Role: As the primary marketing communications consultant on the DiscoveryGate team during preliminary launch activities, Deborah Ausman helped develop the product's positioning and vocabulary. For the Flash demo project, she brainstormed concepts with the design firm and product managers, wrote all copy for the demo, and managed the content creation and approval process for storyboards. The product managers were thrilled with the result, and the demo served as the primary piece of collateral for pre-launch activities.
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