Case Study - Innocentive

Founded in 2001, InnoCentive built the first global web community using the crowd sourcing model  for open innovation, enabling scientists, engineers, professionals and entrepreneurs to collaborate to deliver breakthrough solutions for innovative R&D-driven organizations. InnoCentive has worked with many corporations and non-profit organizations in helping to find solutions to some of the world’s most pressing Challenges.

Envision Creative Group was contracted in 2007 to help Innocentive with their fragmented approach to marketing collateral and messaging. Up until that point, Innocentive had relied on several different agencies and internal staff members to create the primary marketing message that was being presented. This approach had several shortcomings which were clearly recognized. Most of which focused on the varying message points, value propositions, benefit areas and overall tone to what was being presented to their prospects. There was inconsistency across all collateral materials and none of the pieces spoke to the true nature of benefits derived for partnering with Innocentive.

Innocentive determined that they would require a new PowerPoint sales presentation as the foundation for their new messagin platform. Envision Creative Group conducting a discovery phase meeting for the new PowerPoint sales presentation and determined that the message required for the C-Level target audience and the Director-Level target audience needed to differ greatly. Envision proceeded to research all of the current marketing collateral currently in place and read a book that was recently published regarding the crowd sourcing model Innocentive had adopted. Envision proceeded to create new sales presentations with a new messaging direction tailored specifically to the target audience with custom animated illustrations to assist in conveying the Innocentive difference and benefit to those in need of their services. A different deck was created for the Director-Level target and for the C-Level target. Each with it’s own varying level of granular detail, recognition of pain points and solutions geared to the interests of that particular target.

This presentation has been widely accepted by the national sales staff for Innocentive and is still in use today.