The Short Span Steel Bridge Alliance developed a new online bridge design tool into the civil engineering community at the state and county level. The intent of the new web tool was to provide a useful and free resource to the engineers, a tool that would help them design stronger short span bridges by specifying steel.
The Placemaking Group was tapped to orchestrate the new product introduction, including facilitating the product name, product logo, product video, trade show exhibit and promotional items.
Name: eSPAN140 was chosen from a long list of possibilities. It communicates three essential components of the new product – online, span design and the maximum length of a bridge considered to be short span.
Logo: The logo connects with the SSSBA brand identity while giving the product its own unique mark.
Website: We provided informational copy and eSPAN140 graphics for the Short Span Steel Bridge Alliance website.
Video: An eSPAN video features an animated county engineer as he uses eSPAN140 to design one of five span types. It is engaging and gets the point across fast.
Marketing Materials: A flyer was created to promote eSPAN140 on one side and the SSSBA on the other. Simple and effective.
Display: A simple trade show features value statement, videos and a step-by-step guide to the eSPAN140 process — another fast take away of how to use the product and its benefits.
Prospecting: An eSPAN140 scratch off card, offering a chance to win a $50 gift card or the grand prize of a Kindle Fire, enticed conference attendees to provide contact information and to talk to a rep about eSPAN140.
Promotional Items: The giveaway for the event was a USB drive in the form of a credit card. Useful and a bold reminder of eSPAN140 in the wallet. SSSBA member marketing materials were also loaded onto the device reducing shipping and printing costs.
PR: In addition to creating the brand identity for eSPAN140, we also placed stories about the introduction of the new product in the following publications: