Zuraidah Hoffman

Kent Displays, a small yet powerful company based in Kent, Ohio, needed to shake off their sleepy R&D image, and bring on the true representation of who they were morphing into -- a sleek and sophisticated high technology company. With a new CEO who has the energy and stamina of a marathon runner, he wanted every aspect of his company to reflect his vision for a promising future. That’s where I came in. Did I get total buy-in from everyone? Not right away.

Through many meetings and conversations with the staff, I uncovered their strengths, heard their frustrations and learned about their passion. Using that as a foundation, I developed a strategic communications plan to begin the makeover -- not just in the way they look, but the way they think about themselves.

I led the effort to re-do the look and feel of their web site, developed fresh content, and directed their talented designer to create images and graphics that matched their new attitude. I also drafted and distributed press releases, edited articles, and helped strategize on consistent messaging for trade shows and conferences. The best thing? They agreed that the change is good, and CAN be done. The next best thing? They BELIEVED that the possibilities (and applications) are endless!