When it comes to bioprocessing, there are many conversations to be had. Yet, The outcome of an intensive discovery workshop which included; audience identification, empathy mapping and buyer’s journey exercises, enabled us to identify the opportunity and conversation Thermo Fisher Scientific needed to have with their audience.
Through a two full-day in-person workshop with the core team, countless customer, SME and stakeholder interviews, we were able to consolidate our findings and synthesize it into a buyer’s journey and story arc that set the approach for the campaign.
Thermo Fisher Scientific needed to capitalize on an alternative method that can effectively deliver a cleaner higher yields. Haversting.
CLIENT
Thermo Fisher Scientific
OFFICE
Waltham, MA
TYPE
Integrated Digital Campaign
ROLES
ACD: Caroline Schaffer
Art Director (Concept): Nathalia Silva
Editor: Bayo Flores
Senior Copywriter: Rusty Boyer
Motion Graphics: Senior Copywriter: Rusty Boyer
Senior Strategist: Monica Vicens
The Workshop
To seek alignment and to extract knowledge that will effectively position the Bioprocessing division from its competitors, the Somnio and Thermo Fisher Scientific team participated in a 2 day Buyer’s Journey Workshop where participants shared, challenged and generated ideas that would provide solutions to their business needs.
The outcomes of the workshop included:
Understanding the perception of our competitors and ourselves
Prioritizing current and potential audiences
Identifying motivations and activities for our audience(s)
Creating a framework of our customers’ buyer’s journey
The meaning of the role labels was a point of conversation during the workshop. The role of the buyer is fluid, depending on the size of the company, so team focused on the key decision makers in the buying process.
THE PERSONAS
Based on our key audiences we mapped about all the touch points in the Care, Consider and Choose phase to identify the missing gaps to leverage a more targeting marketing campaign.
Buyers Journey
Campaign Concept
Flex for what’s next.
You have to be flexible if you want to avoid contamination. Losing a huge batch over one small mistake not only means losing money, it means losing time. Like most things in life, you have to learn to be flexible. Flexing for what’s next means using new and proven alternatives for bioprocessing harvesting. It means considering a process that delivers a faster, cleaner, higher yield harvesting than typical filtration. Doing things the same way over and over again won’t prepare you for what’s next. But having the flexibility to react and think ahead will.Why it works
This concept gives us the opportunity to talk about the variety of different, customizable solutions you can build with TFS (i.e., Flexibatch™)
The name of the concept hones in on the flexibility of the offering, which is a major key advantage
“Flex” is a popular/modern term that’s used on social media in different contexts; helps TFS appear like a modern company that gets it
Future-forward concept that allows for flexibility for content that feels
channel-appropriate
Establishing Brand Guidlines
After the Bioprocessing team agreed on a design direction we created personas for specific messaging based on their role. Each role had unique personas and guidelines for usage (cell type, role, conversation, etc.). From there we developed a look book that the Thermo Fisher Scientific team could use internally to build out assets as well as our team.
Activation
Social post
Infographics
Blogs
Website updates
Brochure
Video