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Johnstech International Corporation designs and manufactures high-performance test contactors for the semiconductor industry. The seven-year old company introduced their patented contacts and test technologies to the market in 1992 in an industry where change is constant; innovation is an absolute necessity. Their products are respected for superior electrical and test performance capabilities. The company has made the Minnesota Fast 50 list for the past two years. Johnstech, headquartered in Minneapolis, Minnesota has sales and support offices in the U.S., Europe, Japan, Korea, and Southeast Asia (Singapore, Malaysia, Thailand, and Philippines).

Our relationship
Johnstech approached Eaton & Associates in May of 1997 to evaluate their strategic marketing design goals and to consult on repositioning the company and it's products in the marketplace. The company had a desire to change some negative perceptions lingering from the earlier startup years.

The process began with an initial orientation. Johnstech precisely conveyed their company's character and personality and marketplace perceptions. From this initial meeting Eaton & Associates drafted a design strategy to reposition the company in support of achieving their established goals. With agreement on strategy the re-branding began.

The primary objective was to create a new perception of the company in the marketplace. Their vision for success keys on four attributes; warm and friendly people, approachability, creativity and partnership. This is how Johnstech conducts business; this is their "brand."

The new corporate design program had to reflect and convey this "brand" to be successful. The overall design objective was to build a cohesive communication system that would consistently increase recognition and awareness of Johnstech in the marketplace.

The design process
The design process began with an evaluation and redesign of the core elements; the marketing, the corporate mark (logo), the corporate colors uniform type styles. This part of the process required about six weeks to complete. Throughout the process Johnstech was actively involved. Based on design options, refinements and recommendations management approved a new look and identity for their brand.

With the core elements established, a comprehensive communications and marketing program was launched. The implementation has affected everything communication and includes; the business paper systems, sales presentation graphics, product packaging and support literature, tradeshows, advertising and promotional literature and building signs.

Product packaging
Johnstech test contactors are considered to be of the highest quality in the marketplace. To maintain this positioning and to uphold their price point, a multi-faceted package was created. The package insures safe delivery of the product, while providing for the inclusion of the technical and instructional materials for installation, maintenance and performance. The completely assembled package slides into a standard FedEx box for next day delivery.

Product literature
The Johnstech product literature system consists of product catalogs, specification sheets, maintenance and inspection guidelines, product application notes as well as other resource information to help customers order custom contactors to test their computer chips.

Product notebook
Each Johnstech customer receives the brightly colored binder loaded with product information, updates, and resource information. The binder is organized with convenient, color-coded tabs to help the user locate information quickly. A Johnstech representative updates each customer notebook when new materials and product are released.

Sales presentations
A uniform sales presentation was created for each representative. Included in each kit were presentation overhead slides, a Johnstech product notebook containing the family of product literature, a tool box to aid in demonstrating test contactor maintenance and repair as well as other sales aids.

Advertising campaigns
The advertising strategy is to focus on and support key products and the distinguishing Johnstech attribute of high performance. Ads appear in major trade publications to reinforce their market and tradeshow presence. Each ad carries the Johnstech branding and builds uniform recognition.

Trade shows
Attending tradeshows are an important marketing and image development strategy for Johnstech. For the past two years the tradeshow booth and sales representatives and have made their presence known at the Semicon shows in the U.S. and Asia as well as the ITC show. Attending lends credibility to their "brand" identity and image -- professional and accessible, creative and looking to form partnerships.

Interior and Exterior Signs
A uniform sign system to help customers locate a Johnstech facility from across the street and around the world has been implemented.

The Johnstech Identity System

The core elements-- include the Johnstech mark or logo, featuring the word Johnstech in white lettering on a red background. The word Johnstech is typeset using the san serif font Bulldog. The corporate signature and address information is typeset in ITC Officinia Serif with the full legal name Johnstech International Corporation always set in caps. The corporate color is a specially formulated red.

The business stationery-- carries a bright red logotype on a white background to convey a clean, refined, and international look. All U.S., European and Asian offices use this system applied to letterhead, envelope, executive letterhead and matching envelope, mail label, security envelope, business cards, and catalog envelopes.

External and internal business forms-- were created in paper and electronic versions to help unify forms, memos, fax and other correspondence with customers and vendors.

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