“Our agency search started with about 24 different companies; of those, we invited 14 or 15 to submit materials, and then called in five companies. The Overland Agency was identified pretty quickly as the company that we most wanted to partner with. We chose Overland primarily because they were the best fit for our corporate culture and our business model, and they seemed to understand our technology focus better than any of the other more traditional agencies.”

Ken Pace
Director of Marketing, Synetics Solutions, Inc.



Client:
Portland-based Synetics Solutions, Inc., specializes in automation integration, airflow management, and contract manufacturing for the semiconductor industry’s largest companies. While successful in their space—backed by the resources of a $2.2-billion Japanese company—management had never taken the time to brand and market itself with any real cohesion. But in 2004, the plans of an IPO forced the innovative behind-the-scenes company to prepare for a turn in the spotlight—and a scrutiny of their brand and market strategy that spoke accurately to Synetics’ uniquely capable status in its industry.

Challenge:
The first order of business was to completely recreate the Synetics web presence, making it more intuitive, exciting, product-focused, and value-focused. The extra value Synetics offers really distinguishes the company from competitors: No other semiconductor automation/airflow designer and manufacturer can guarantee the degree of customization that Synetics does. The challenge was to ensure this messaging was a clear differentiator in the newly created website and collateral materials.

Solution:
The Overland Agency developed an exclusive Content Management System (CMS) for flawless site management and upkeep. This CMS allows a nontechnical user both easy and remote access to implement changes to the website without the support of IT. Overland also created powerful media and investor relations kits. And the company’s new dynamic, three-dimensional trade show presence was offset perfectly by the series of colorful demonstration videos—also viewable online—created for Synetics’ automation, airflow, and systems capabilities.

Result:
Overland produced an interactive campaign that successfully fulfilled the brand and marketing goals on a short deadline. The creative approach had an immediate impact on viewers and led to a significant increase in upgrades and sales of the new product. As a result, the company met all of its branding, positioning, and marketing goals before deadline and on budget. Two years later, following the forming of a joint venture with Japanese parent company Yakawa and Brooks Automation, Inc., Synetics then became a wholly owned subsidiary of Brooks.