COEUR, INCORPORATED WEBSITE

www.coeurinc.com

Challenge: Coeur, Incorporated makes custom designed plastic devices for medical imaging. Coeur is known for innovative design capabilities and high quality production facilities. Its business plan called for targeted growth in healthcare along with maintenance of existing lines of business. The marketing communication challenge they faced was to present one brand and one marketing message that integrated three distinct lines of business.

The marketing plan was to expand business in the healthcare line. The established custom manufacturing line provided design to packaging, but Coeur wanted to shift emphasis from manufacturing to selling healthcare products. The service line provided maintenance and customer service for imaging equipment.

Coeur called on Paramore | Redd to design their website and other marketing channels. Paramore | Redd called on Tanner to handle the web copy.

Response: Tanner's first task was to develop a tagline that communicated one brand for all three lines of business. Coeur wanted to emphasize the imaging segment of the business more than the manufacturing or service lines. Coeur also wanted to position itself as a viable alternative to the status quo, but Tanner suggested that approach implied an also-ran or second best status.

Tanner suggested positioning Coeur as the new standard, and the new tagline became Coeur The New Standard. From the tagline, we wrote positioning lines for each segment of business, and wrote copy aimed at the target audience for each segment.

Results: The new tagline and resulting copy shifted the emphasis from manufacturing to healthcare sales. It refocused attention from three product lines to a single brand. And it sustained the company's identity as leading provider of high quality, precision products.

Thanks to the elegant site map from Paramore | Redd, all the marketing pull and eye appeal appeared on the home page and three landing pages. From there, the technical product description and ordering information appeared on 15 pages at the third level.

In addition to the website, Coeur used the new tag line and positioning lines on their sales display for trade shows.

As for Tanner, our partnership with Paramore | Redd garnered an Award of Excellence from the Middle Tennessee Chapter of the Society for Technical Communication in 2006.