Kim LaSalle-Hiatt Integrated Marketing Communications · Indigo BioSystems announces the closing of its $ 8.5 million Series B round of funding to continue growth, and appoints Randall

© 2020. Kim LaSalle-Hiatt. All Rights Reserved. 113 Willowood Lane Fishers, Indiana 46038 [email protected]

Kim LaSalle-HiattIntegrated Marketing

Communications

mailto:[email protected]

Experience


Advertising

Brand Platform Development

Creative Development

Integrated Marketing Strategy

Media Relations

Media Planning & Buying

Strategic Campaign Planning

& Execution

Qualitative & Quantitative

Research

Sample: Brand Platform Development


Experience - Branding

Great communication is the result of

ongoing investment and

commitment in targeting specific

stakeholders with relevant

messaging and service.

That's where I come in, creating and

managing great brands that offer

one unifying idea, with many

individual expressions that are as

varied and unique as your

stakeholders.

Sample: Brand Communications Aspects



Experience - Companies



Experience – Media Placements



Work

Website content/usability

Product packaging

Sales collateral.

Catalog copy Print advertising



Work

Challenge:Develop brand platform and marketing strategy on behalf of a national multi-

family developer/builder/contractor.

Product:Luxury student housing community in Lexington, KY -- recognized as the most

competitive student housing marketing in the nation; the market to "avoid."

Objective: Achieve 50% lease-up for the property prior to opening.

Strategy: Edgy, sleek, sexy, fun.

Create a likable icon that could be used to develop the property's personality

before construction began; good-looking male that can appeal to females (the

larger segment of the target market) without threatening males.

Use icon in all marketing collateral across multiple media; phase out when

property can speak for itself.

Tactics:Print and online display advertising (Facebook geo-demographic targeting)

Radio advertising

Direct Mail/Email

Supportive marketing collateral

Web-based content development:

Streaming video of the icon served as a "tour guide" for web prospects;

Animated 3D illustrations to allow prospects to take virtual tours of the

property before it was built.

Outcome: Achieved 75% lease-up prior to the property's opening; exceeding

client expectations by 25%.



Work

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7820 Innovation Blvd., Suite 250 • Indianapolis, IN 46278 • www.indigobio.com • [email protected]

Page | 1

NEWS RELEASE

Contact: Sasha Bannister

317–493-2400

[email protected]

INDIGO BIOSYSTEMS ANNOUNCES SUCCESSFUL

CAPITAL RAISE AND LEADERSHIP CHANGE

Indigo BioSystems announces the closing of its $8.5 million Series B round of funding to

continue growth, and appoints Randall K. Julian Jr. as CEO . INDIANAPOLIS, June 2, 2014 — Indigo Biosystems (Indigo), the industry leading data review software developer for

clinical, reference, and research laboratories, announced the closing of its $8.5 million round of funding today. The

investment will be used to support the company’s rapid growth as well as invest in the research and development of future

products and new markets.

Bootstrap Venture Fund, LP of San Diego, California was the lead institutional investor in the series B round. Existing

investors, officers and a limited number of new investors provided additional financing. The financing will be dedicated to

the development and commercialization of new products, the continued scaling of the production system to handle the

rapid adoption of Indigo’s cloud-hosted products, and also support the company’s ongoing market expansion of its

flagship software, ASCENT.

The industry standard for laboratory data analysis for Mass Spec, ASCENT is used in the most renowned research labs in

the country, including the Centers for Disease Control (CDC), one of the major operating components of the US

Department of Health and Human Services; and ARUP Laboratories, a national clinical and anatomic pathology reference

laboratory and worldwide leader in innovative laboratory research and development. Resources will also be dedicated to

the development and commercialization of new products and the continued scaling of the production system to handle the

rapid adoption of Indigo’s cloud-hosted products.

Kyle Williams, Bootstrap’s Managing Partner noted, “We have deep expertise in health care information technology and

services, so we are very excited about working with the Indigo team. The health care industry is facing major changes on

many fronts, and we believe the future is especially bright for expert software systems like ASCENT that enable significant

-more-

Challenge:

Build awareness in the local Business and Medical sectors on

behalf of an Indianapolis start up firm.

Product:

Indigo Biosystems - automated data analysis solutions for big

data problems.

Objective:

Grow corporate awareness through the use of targeted PR.

Strategy:

Target local business and medical editors, television reporters

and radio producers.

Tactics:

Distribute and manage monthly press releases to local news and

medical sources, radio, TV, internet.

Outcome:

Increased opportunities for awareness. Satisfied client!



Work

Challenge:

Promote disease management programs to private and public

insurers.

Product:

Disease management programs from Syncare.

Objective:

Develop materials for Syncare’s healthy life program to be

used by both private and public insurers.

Strategy:

Create materials for specific programs and services including

prenatal care, hospital to home healthcare support, diabetes

management, and asthma management.

Tactics:

Print

PR

Interactive / Web

Trade Show Development

Outcome:

Program expansion to multiple service channels. Satisfied

Client.



Work

Challenge:

Support School Voucher Program with personalized creative

development.

Product:

School Voucher Program.

Objective:

Drive voucher program enrollment.

Strategy:

Integrated Direct Marketing (email/mail) employing real-time lead

generation and business logic to tell respondents if their family

could qualify for the program.

Tactics:

Direct Mail

Personalized by name, ethnicity, and age of children in

household; supported by landing-page PURLs for data capture.

Results:

Record first-year enrollment (compared to benchmark campaign

in Ohio). Expansion to other states.



Work

Challenge:

Define corporate brand structure, address decreased market

share, and increase sales effectiveness.

Product:

Horner Industrial Group.

Objective:

Gather customer data and research to help refine current

database and establish sales protocols for cross selling.

Strategy: Using research tools, define current customers and

new markets to expand sales and increase market share.

Tactics:

Market Research

Integrated direct mail

Print

Lead Generation Program

Sales Training

Interactive /Web

Results:

Increased market share. Satisfied customer.



Work

Challenge:

Develop brand articulation for marketing organic baby food in

China.

Product:

America’s Best Premium Organic Baby Food.

Objective:

Identify challenges associated with branding and marketing food

products in China, branding and market strategy to overcome

challenges.

Strategy:

Focus is on organic and fresh using colors associated with each

fruit or vegetable.

Tactics:

Brand development

Print

Packaging

Interactive /Web

Market research for brand name regulations in China.

Results:

Revised market approach by client.



Work

Challenge:

Position Trilithic as leaders in the broadband industry.

Product:

Trilithic Inc - leading provider of communications

technology for cable, broadcast, IPTV and satellite

markets around the world.

Objective:

Work within division to launch new product rollouts.

Strategy:

Define target market needs and develop campaigns

promoting product benefits.

Tactics:

Market Research

Integrated direct mail/email

Print

Lead Generation Program

Sales Training

Interactive / web / video

Results:

Increased opportunities for awareness. Increased

satisfaction from sales force. Satisfied client.



Work

Challenge:

Position Accenture’s thought-leadership in banking

among C-Suite Executives.

Product:

Banking Distribution and Marketing Services.

Objective:

Integrate efforts of marketing department and sales force.

Breakthrough to decision makers.

Strategy:

Define target market needs and develop campaigns

promoting product benefits.

Tactics:

Audience Segmentation

Integrated/Personalized Direct-Mail

Interactive /Web

Results:

50% Response Rate.

Personalize

d Letter

Gift Book

with

personalize

d Belly

Band

Personalized

outer packaging

Promotion

al

inner

packaging



Work

Oak Street Mortgage, After Oak Street Mortgage, Before

The website redesign for Oak Street Mortgageposed unique challenges as the site functioned as both the “home” for the consumer lending division and the corporate portal for other divisions.

I worked with an independent design firm to create a site that both figuratively and literally connected with consumers by creating user stories, eye contact, and stronger calls to action. We realized an immediate increase in consumer web leads.



Work

Diakonia Website, After Diakonia Website, Before

The redesign for the National Diakonia

program make use of dramatic visuals;

addressed multiple stakeholders and

provided back office functionality (email

management/CMS administration); to allow

programs across the country to:

• Establish brand standards.

• Apply uniformity in program and

curriculum design.

• Generate interest among potential

students and instructors.

• Drive awareness within clergy.



Documents

Kim LaSalle-Hiatt Integrated Marketing Communications · Indigo BioSystems announces the closing of its $ 8.5 million Series B round of funding to continue growth, and appoints Randall