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Please click on the anchor links below or scroll down to read about a particular client, then click on the small thumbnail images to view larger JPEG images.
Aviation Recorders/TCAS
Communications Systems East
Ocean Systems
Security Systems
Storm Control Systems
Telemetry and Instrumentation
Account Profile: A leader in net-to-phone communications, this emerging dot-com needed to make a name for itself quickly and sell out before angel funding ran out.
Challenge: The clock was ticking and they needed a television commercial in three weeks to take advantage of bartered space on CNET television.
Solution: We used in-house models and produced the entire spot with a DV-Cam and on our computers within two weeks (including original music!), handily beating the deadline and delivering and superior quality spot.
Result: Everyone was elated with the product and the company was sold at a profit to a larger competitor within three months.
JemTech Solutions
Account Profile: Jemtech Solutions is an Application Service Provider (ASP) that designs, develops, and implements web-centric solutions to solve banks' document and content management problems in their commercial credit, mortgage processing, syndicated loans, real estate management, legal, compliance and other paper-intensive processes. Their core offering is JEMNET, conceived, designed, and built for banks. JEMNET manages the organization, storage, and retreival of documents essential to bank's document-intensive processes. By providing a cost-effective virtual file cabinet, JEMNET enables authorized users to organize, manage, share, retrieve, store, access, publish and distribute any file type from any web browser - in seconds.
Challenge: Jemtech was introducing JEMNET and needed to communicate a highly technical sales message to a technologically unsophisticated audience. In addition, it had to create a brand image for the line extension of other products and services.
Solution: We created a comprehensive branding strategy that integrated a new look, line, and logo with an extensive array of collateral for sales support, a trade show strategy, and consistent media campaign in targeted business publications.
Result: JEMNET, a product that had barely finished demo/testing at the time, had the look and feel of an established product. The sales staff at Jemtech was able to effectively begin their effort through tradeshow appearances, direct mail, and direct contact. The product was well-received in the banking/finance community, and serves as the anchor for JemNet's web-based document storage product line. Through this three pronged strategy, Jemtech was first to market in several major product categories and maintains a leadership position in its field.
L-3 Communications / Divisions
L-3 Aviation Recorders/TCAS
Account Profile: L-3 Aviation Recorders has designed and manufactured more than 50,000 recorders, most of which are still in service. Known to the public as "black boxes", they are recognized worldwide for their excellent crash survivability, state-of-the-art performance and low cost of ownership. TCAS stands for Traffic Collision Avoidance System, and is a device that helps commercials and military aircraft get advance warning of closing proximities of other aircraft.
Challenge: Both companies have very small advertising and marketing budgets due to their narrow markets. Yet, they still needed to get their message to potential customers in the military and private arenas.
Solution: KD&E developed a joint advertisement since both product lines target the same individual.
Result: Both companies were able to extend their marketing efforts through this cooperation and run twice as long in their indemic publications.
L-3 Communications Systems East
Account Profile: Communication Systems-East in Camden, NJ is a proven source of state-of-the-art systems and manufacturing expertise for military, government and commercial applications. With a heritage of ten decades of accomplishment, They are today part of L-3 Communications Corporation - a company with over $1 billion in sales, over 10,000 employees and a ranking as the nation's 12th largest defense contractor.
Challenge: This division of L-3 had several product lines developed under the auspices of the military that were now declassified and suitable for rollout as COTS (Commercial Off The Shelf) applications or consumer products. They needed a comprehensive marketing plan for each product at a minimum price point.
Solution: KD&E started with the creation of a logo, provided a beta testing with a select group of its clients and rolled out national advertising campaigns customized to the products strength and market niche.
Result: The products we've worked on are number one or number two in their categories.
L-3 Ocean Systems
Account Profile: L-3 Ocean Systems is one of the world's leading suppliers of acoustic undersea warfare systems for a wide range of platforms, including helicopters, submarines and surface ships.
Challenge: They wanted to introduce a new hull mounted sonar system. The creative was to run in their trade magazines and also as a large poster at an upcoming tradeshow. The only catch was that they needed it Monday and it was already Thursday.
Solution: KD&E worked closely with the client via ftp and email to minimize approval turnaround and came up with a new logo, look, ad and illustration for the trade show.
Result: Everything was completed by Monday and the trade show was a success.
L-3 Security Systems
Account Profile: This division manufacturers and installs 3D baggage scanning equipment. It is a significant improvement to traditional scanners in that it can scan for semi-soft explosives like C-4 and also give the viewer the exact location of the bomb in the suitcase.
Challenge: Security Systems needed a new sales sheet and ad almost overnight.
Solution: KD&E was able to coordinate new photography of the unit, create the ad for a UK-based pub, and deliver the sales sheets immediately.
Result: The ad ran in time and the salespeople had the materials at their most important trade show.
L-3 Storm Control Systems
Account Profile: L-3 Storm Control Systems provides state-of-the-art commanding and data processing software products for the satellite industry. With L-3 Storm's COTS based solutions, customers reduce risk, accomplish more with less funding, eliminate excessive development, and minimize overall program costs.
Challenge: Storm was acquired by L-3 and rapidly needed to integrate its marketing into the corporate structure. It had its own marketing materials and identity.
Solution: KD&E designed an acquisition ad that allowed Storm to maintain its own identity. We then carried the creative through to a comprehensive website.
Result: A potentially difficult integration was mitigated to swift action.
L-3 Telemetry and Instrumentation
Account Profile: T&I leads the industry in designing and manufacturing the most advanced ground equipment available for satellite and payload integration and test, launch support, and on-orbit communications. Capabilities include satellite command and control; data acquisition, processing, and display; telemetry and command processing; space link processing and routing; mission/payload data handling; and RF processing, modulation/demodulation, and ranging. It's a breadth of expertise no other commercial company can match, and it's finding application in everything from OrbView-3 and OrbView-4 to Globalstar, from Lunar Prospector to the International Space Station, from the National Test Facility to the Air Force Satellite Control Network.
Challenge: T&I needed a new branding ad in indemic publications to reposition it in the minds of their consumers as an aggressive hard and software supplier to the industry.
Solution: We adopted the color palette of the parent company's annual report, created a simple layout and contained a direct message and implemented a year long advertising strategy.
Result: T&I benefited from indirectly from the parent company's ad campaign in that it shared the same look and feel and was able to actively support its sales staff through its consistent marketing effort.
pseudo.com
Account Profile: Pseudo Programs is the largest webcaster of broadband programming for the web. Developing over 50 different weekly television programs, Pseudo is the market leader in this emerging niche category.
Challenge: Pseudo needed a media kit to sell space on its different shows. Unfortunately, since they were operating on internet time, they could not create a unique approach for each program. The concept had to work for all shows and be easily customizable on a daily basis.
Solution: We created a special "brand folder" in which the center portion could be easily customized to the specific customer and to highlight a specific channel. All content and supporting material was docked on a special sub-website that the sales rep could download, customize and print on special presentation letterhead. This way the media kit was always current and perfectly suited for the prospect.
Result: The approach worked great. Unfortunately, Pseudo is now in the dot-bomb graveyard, but at least they don't have 5,000 outdated media kits sitting in their abandoned offices.
SecurePipe Communications
Account Profile: SecurePipe manufacturers, installs and services managed firewall systems for small to medium sized businesses enterprises (SMEs). These devices coupled with diligent monitoring and updating prevent viral infection and security breaches from the internet.
Challenge: There were many SMEs and not enough money to effectively solicit them all. KD&E was asked to develop a scalable marketing model and develop appropriate collateral, advertising and media plans.
Solution: Since SecurePipe already had several community banks as clients, we chose this direction and expanded it to included the investment banking community who ostensibly had many sensitive emails and communications. (It also helped to raise their visibility to this community as they searched for participants in their next rounds of funding).
Result: By advertising in publications targeting solely the banking and financial industries, SecurePipe was able to mount a highly efficient and effective marketing effort. The effort broke even by generating new business within the first six weeks.
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