Objectives & Approach
Crafting a Campaign Around Industry-Shaping Innovation
RAD solved a core issue for healthcare providers: how to add or expand facilities safely and with speed to meet patient needs and rising volume. The challenge for marketing was how to clearly communicate RAD’s value proposition and show its advantages over traditional construction to decision-makers in Healthcare.
The RAD website was identified as the centerpiece of the strategy. It needed to educate a B2B audience and visually highlight RAD’s construction portfolio and processes in ways that would impress and inspire confidence.
Studio 3 was engaged for full creative services, including branding, website design, and multimedia production as a first phase. This was followed by supporting the RAD marketing team in launching targeted B2B campaigns across social media, paid and organic search. The goal was to create a modern and multi-channel brand experience, reflective of RAD’s category-defining innovation.
The Vision Behind the Build
Value propositions both define and distinguish what a company offers to its customers. They must be simple, succinct, and clear. Crafting one is easier said than done, especially when the business model is as unique as RAD. Beginning with exhaustive market research and a deep-dive into the RAD model, Studio 3 worked to distill its value proposition for creative expression across all marketing mediums.
3D Graphic Animation
The problem was how to visually communicate, in a matter of seconds, a sophisticated construction process that unfolds over months and in multiple locations. The only potential solution was 3D graphic animation. Studio 3 conceived and created a series of video properties showing full builds from start-to-finish in as little as 5 seconds, up to 3 minutes for the new RAD brand video.
An Integrated Brand Initiative
Once the core visual assets and key brand messaging for the new website had been shaped, it needed to be translated into marketing campaigns to help get the word out. In coordination with S3’s creative team, the S3 performance teams for Social, SEO, and Digital Ads strategized and deployed complementary campaigns across multiple digital channels.
