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Collaborative. Smart. Measured.

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Who is TREW Marketing?

Headquartered in Austin, Texas

Full service marketing firm

Uniquely serving companies in engineering and science

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TREW Marketing Co-Founders have

35+ years of combined marketing experience

Rebecca GeierPrincipal

Wendy CoveyPrincipal

Director of Strategic Positioning and Communications

Top areas of expertise:-Company and product positioning-Message development-Market research-Media relations-Spokesperson training

Director of Strategic Integrated Marketing

Top areas of expertise:-Marketing planning-Web strategy and SEO-Trade shows and conferences-Webcasts and virtual events-Corporate presentations

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The TREW Crew

Denise GoluboffSenior Marketing Manager

Charlie BrownSEM & Advertising Sr. Specialist

Ryan KaganSr. Web Architect/Programmer

Steve GoodwinCreative Director

Irene BearlyTechnical Marketing Manager

Morgan NorrisSr. Communications Specialist

Gail FolkinsSr. Copyeditor

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Markets We Serve

B2B Technology

Engineering

Science

Technology

Technology Education

Universities

Associations

Foundations

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TREW Marketing Methodology

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Client Snapshot

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"TREW Marketing was the right partner, given their technical industry knowledge and strategic approach. The new website looks great …We are absolutely pleased with the results.”

“TREW has managed our corporate rebranding, website redesign, marketing strategy and day-to-day execution exceptionally well. They…work so collaboratively, I feel part of their team.”

”With TREW's long history working in this area, they were able to quickly get up to speed and execute to meet a tight timeline. We were very pleased with the results, including surpassing

our goal for dollars quoted and helping the sales team close business.”

”On a scale of 1 – 10, TREW delivered a 12!”

”I wanted to take a few minutes to personally thank you and [the TREW] team for the great work. The final result was spectacular!”

“TREW's experience marketing technical products to engineers and scientists made them a great partner for us.”

TREW Client Quotables

TREW Marketing took time to really understand our brand research goals and challenges. They…helped us achieve a remarkable response rate for our external survey. The website refresh project has given us a more visually appealing site and easy-to-use tool for managing content.

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TREW Services

Content

Search Marketing

Social Media

Advertising

Public Relations

Core materials

Video/Webcasts

Events

Database marketing

Web

Awareness

Preference

Loyalty

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Website Design

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Content Development

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Database Marketing

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Core Materials

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Marketing-Ready Results• 156% growth in web traffic

• 800% increase in clicks from paid search

• 100% increase in pages viewed with new website

• 43% email response rate, 2.6x > industry average

• 50% increase in web traffic following product launch

• News release published in 66 global news outlets

• 11 online mentions/articles 1st week after bioprocess launch, improved natural search relevancy

• 11,993 web impressions following launch

• 83% of leads requested a quote

• Exceeded goal revenue by 384%

“One of our recent web leads went from new prospect to booking a PO for $250k within 3 weeks! Thanks TREW Marketing for driving qualified visitors to our website through search marketing.”– Darryn La Zar, VP of Sales and Marketing, Wineman Technologies

Ground transportation & energy test products, services

Video & RF test products, services

Industrial, medical test and machine vision

Automated test, embedded control for industrial & bioprocess

Controls labs for academic teaching

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5 Highest Priority Marketing Investments

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• Qualitative, quantitative research

• Define company, product positioning

• Develop/enhance core messages

• Develop marketing goals, plan and metrics

Strategic Planning

• Develop, execute product launch plans

• Create demand generation programs

• Develop, execute specific marketing initiatives (e.g. web redesign, search/online advertising, events, PR)

Marketing Programs

• Virtual Marketing Manager

• Marketing leadership & staff recruiting, training

• Quarterly marketing effectiveness audit

Marketing Consultation

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Examples of Work

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The leadership team at the school, including the Associate Dean and Communications Director, commended TREW’s professional, detail-oriented approach, on-time and on-

budget delivery. He recognized outstanding results and TREW’s experience working with engineers, making the company a perfect fit with the school.

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Research, “Brain”, Communications Activity Planning

Goal: Through qualitative and quantitative research, develop core messaging and communications plan

Deliverables:• In-person interviews with Dean, Dept Chairs, faculty & staff

– Analysis, findings and recommendations

• External survey questionnaire and execution

– Analysis, findings and recommendations

• Messaging “Brain”

– School tagline

– School campaign “pitch”

– Tagline, pitch and top three key messages for four major funding areas

• 12-month communications activity plan

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Example Research Results

17. In the future, how would you prefer to stay informed about and engaged with either your department or the

Cockrell School of Engineering?

By Age Category 26-45 46-65 66 or older

E-newsletter 63% 71% 67%

Website 44% 36% 30%

Emails from faculty/staff 40% 33% 22%

Annual report 27% 18% 29%

School or department events 20% 23% 22%

Printed newsletter 18% 13% 26%

School-wide magazine 16% 13% 13%

Articles in the newspaper, other publications 14% 11% 16%

Facebook 19% 9% 1%

LinkedIn 19% 9% 1%

In-person visits by Cockrell School staff/faculty 9% 7% 6%

On-site events at my company 8% 4% 1%

Blogs 7% 3% 2%

Webcast/Video 5% 6% 4%

Podcast 4% 2% 1%

Twitter 2% 0% 0%

n=631 n=204n=454

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Results• 35 hours of in-person meetings resulting in:

– 7 key findings

– 14 “big ideas”

– 25 recommendations

• Alumni-wide external survey with 9% response– 41% of respondents agreed to be contacted

• 6-page messaging “Brain” to guide all school-wide marketing and communications– “Engineering Change in the World”

• 12-month activity plan organized by quarter and initiative with recommended media prioritized

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"TREW Marketing was the right partner, given their technical industry knowledge and strategic approach. The new website looks great and has all the features we wanted. We are absolutely pleased with the results."

-- Matt Eurich, VP of Engineering, Wineman Technology

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Snapshot fromMarketing Strategy

FromTrade-show centric

Low web traffic, no lead capture

Difficult web experience

Amassing lead volume, cherry-pick follow up

Follow-up reactively, transactional

Messaging features

ToCampaign-centric using many vehicles

Growing web traffic, lead capture

Clear navigation, professional site

Nurture ALL leads

Engage proactively, build long-term relationships

Messaging benefits

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Campaign Q1 2011 Q2 2011 Q3 2011 Q4 2011

Corporate

- E-newsletter, blog- Web enhancements- 20th Anniversary prep- Search advertising- Event sign-up- Hire marketing coordinator

- E-newsletter, blog- Core materials- 20th Anniversary press - Search advertising - NIWeek strategy

- E-newsletter, blog- Search advertising - 20th Anniversary open house prep- NIWeek exhibit

- E-newsletter, blog- Web enhancements - 20th Anniversary open house- 2012 marketing plan

INERTIA

- NI co-marketing and co-sales prep- Product positioning

- Case study- Intro content- Web updates - NI co-marketing and NIWeek prep

- Case study- Slide deck- Web updates- NIWeek launch activities and PR- Direct marketing

- Direct marketing- NI co-marketing- Events (NITS, Automotive Testing Expo)

Low-cost Controller

- WTI landing page- Case study, datasheet

- Press release- Search marketing

- Events (include in show booths)- Search marketing

- Events (include in show booths)- Search marketing

Aerospace

- Whitepaper/webcast- Search marketing- Aerospace Testing Expo strategy

- Whitepaper/webcast- Aerospace Testing- Online advertising- Search marketing

- Search marketing- Case study or whitepaper

- Search marketing

Alternative Energy

- Core messaging- Wind power landing page- Events strategy- Tecnalia and NI co-marketing

- Dynacar messaging and landing page- Dynacar press release content- WINDPOWER show

- Dynacar web launch- Dynacar press release

- Dynacar at Automotive Testing Expo- Walk the Power-Gen show (search advertising)

Wineman Technology Inc. CONFIDENTIAL

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Website Redesign

• Goal: Provide WTI with a redesign of their existing website

• Objectives:

– Modernize the website graphics, layout, and navigation

– Incorporate industries and applications

– Add lead capture opportunities

– Improve SEO through site programming and updated/new content

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Before

After

Website Redesign

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2010 Web and Search Results

• 156% YOY growth in web traffic – 70% driven by search engine marketing

• 800% increase in clicks from paid search

• 3.3 average pages per visit for 2:03 min stay

Wineman Technologies CONFIDENTIAL

050

100

150

200

250

Q4 2009

Q1 2010

Q2 2010

Q3 2010

Clicks

CTR – .35%

CPC - $1.84

TOS – 2:05

Position –1.6

Sample of Monthly Data

“One of our recent web leads went from new prospect to booking a PO for $250k within 3 weeks! Thanks TREW Marketing for driving qualified visitors to our website through search marketing.”– Darryn La Zar, VP of Sales and Marketing, Wineman Technologies

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”Our audience of controls professors and our products are both very technical in nature, but with TREW's long history working in this area, they were able to quickly get up to speed and execute to meet a tight timeline. We were very pleased with the results, including surpassing our goal for

dollars quoted and helping the sales team close business.”

-- Rachel Oliver, Marketing Director, Quanser

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Quanser Targeted Campaign

• Goal: With 3 weeks to execute, provide an integrated campaign via microsite and database marketing for Inverted Pendulum promotion

• Objectives:

– Leverage new Quanser branding

– Create clean, modern design to engage professors• Design carried through website, email and print

– Provide multiple points of entry by discipline (mechantronics, electrical, robotics, etc)

– Drive request for quotes

– Nurture existing database as well as engage new prospects

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Quanser Inverted Pendulum Microsite

Home Page Find a Module

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Direct Marketing

Postcard

HTML Email

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Campaign Goals Actual Results

8,000 emails to send 8,644 emails sent

15% open rate 18.9% open rate

1,200 will see the offer 1,540 saw the offer

75% of leads will request a quote

83% of leads requested a quote

Estimated revenue: $50,000

PO value: $191,895

Results

Quanser CONFIDENTIAL

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Imagine a better test solution

“TREW has managed our corporate rebranding, website redesign, marketing strategy and day-to-day execution exceptionally well. The diverse TREW team provides us with

expertise and consistency across all marketing disciplines. They are dedicated to understanding our needs and work so collaboratively, I feel part of their team.”

-- Mauro Arigossi, President and CEO, Alfamation

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Focus Areas:

Company branding

• Identity

• Positioning

• Website

Company & product positioning and messaging

Website redesign

Marketing Focus Areas

12-month marketing plan

• Events

• Direct marketing

• Search marketing

• PR

• Core content, collateral

• Partnership co-marketing

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MissionWe leverage our scientific passion and knowledge

to imagine and create new ways to engineer functional test systems.

Tagline

Imagine a better test solution

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Campaign-Centric Mktg (Execution) Snapshot

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Results• Website

– 100% increase of pages viewed from previous site

• NIWeek Results– Booth traffic

• 3x the visitors from previous years

• Resulted in 181 qualified leads

– PR• Meetings with 5 top editors

• Coverage in 15 publications

• Lead to high natural search relevancy

– Post NIWeek DM• Email marketing response rate 2.6x

greater than industry average

• Click-through rate 2x greater than the industry average, at 28%

Industry avg: 15-18%

Alfa response rate: 43%

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”On a scale of 1 – 10, TREW delivered a 12!"

-- Andy Long, CEO, Cyth Systems

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Life Sciences/BioProcess Product Launch

• Goal: Strategically plan and execute product launch for bioprocess

application in 3 weeks

• Objectives:

– In 4 days, build launch strategy and plan

– Study competition, define key differentiators

– Develop messaging, key features/benefits/audience care-abouts

– Build media list, execute all outreach

– Attend/follow-up on all press meetings

– Set up, attend partner sales strategy meetings

– Write all content: news release, web landing page, case study (working directly with customer)

– Collaborate with product partner to extend reach of launch

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Results• PR

– 5 in-person media interviews

– 11,993 web impressions, 15 “reads”

– 11 online articles in first few days

• New product content

– Product flyer (image to right)

– Customer case study• “PBS Biotech Uses Cyth Circaflex Embedded Control

System to Create an Innovative Bioreactor”

– Web landing page redone – aligned layout, messaging, call-to-action to strategy

• Extended reach through partner collaboration

– Partner news, event keynote

• Key regional partner opportunities identified (New England, Midwest)

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Thank you and your staff for your excellent work. We are proud of the final product and the publicity it has and will receive.

-- Dr. J. Tinsley Oden, TAMEST PresidentAssociate Vice President for Research, The University of Texas at Austin

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Virtual Marketing/PR Director

• Goal: Serve as a Virtual Marketing and PR Director, providing

strategic input, project management, and execution of marketing projects

• Deliverables:– Develop and execute state-wide launch of

K-12 STEM education report

– Create a five-year strategic plan

– Project manage major marketing initiatives

such as annual report

– Provide event and PR support

– Lead recruitment of Director of Communications

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ResultsProfessionally written, designed and produced publication

143 clips across a publications in Texas, across U.S.:

• Feature news articles in major Texas dailies including:

– Dallas Morning News

– Houston Chronicle

– San Antonio Express-News

• Broadcast coverage: KTBC FOX, KVUE ABC, CBS 42 KEYE, KAKW Univision

• Feature story on NPR Austin affiliate, KUT

• Wrote, pitched, and placed op-eds in tier 1 and 2 Texas markets

• Feature story on National Academies home page, nationalacademies.org

• Coverage on major news sites: forbes.com, marketwatch.com, latimes.com

Direct marketing open rates far exceeding industry averages

78% growth in traffic to tamest.org

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E-Newsletter Launch

• Goal: Engage members, grow

awareness of distant/new constituents, drive traffic to the TAMEST website

• Deliverables:– E-newsletter design

– Editorial calendar process for content

– Direction regarding subject lines, article headlines

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TREW's experience marketing technical products to engineers and scientists made them a great partner for us.

--Markus Tarin, CEO, MoviMED

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• Goal #1: Partner with National Instruments to successfully launch product

• Deliverables:

– Develop co-marketing launch plan with NI marketing

– Create and oversee MoviMED portion of launch plan

– Manage partner relationship with NI

– Provide content guidance and review

• Results:

– Global internal NI sales awareness

– Global external coverage in industry press

– Home page feature on ni.com and vision pages

– Inclusion in NI customer publications

Product Launch

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Results

• 50% increase in web traffic to www.movimed.com

• News release published in 66 global news outlets, including magazines such as Advanced Imaging and Electronic Design

• AF-1501 featured on partner website home page with an estimated 400,000 unique visitors

• AF-1501 featured multiple times in partner global print and e-newsletters reaching hundreds of thousands of readers

• 60% of partner global sales force attended MoviMED training module

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Product Launch Deliverables50% increase in web traffic following launch

NI News (e-newsletter) feature

Wired NR – WSJ Coverage

Ni.com home feature graphic, news item

Webcast

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We create smart ideas to promote the innovations of our world’s scientific, engineering and academic leaders.

www.trewmarketing.com