Biotech Trade Show Organizer Gets Long-Overdue New Website
March 2020
Just about every business arrives at that point in time where a significant investment in marketing is needed. Most business owners are good at devoting resources to technology, operations and other functions such as accounting and finance. Yet when it comes to marketing, it can be easy to keep saying you will get to it “next year.” And then next year becomes two or three years. Finally, you can’t ignore your marketing – or lack thereof. It’s past time to address whatever you’ve been putting off – whether it’s refreshing your brand identity, developing a new website, writing a strategic marketing plan or hiring a marketing resource to manage your marketing program.
If you are guilty of ignoring key aspects of your marketing function, in particular your brand identity and website, here is a recent case study to provide some inspiration.
Case Study – GTP Management Services International
GTP Management Services International is a leading trade show organizer for those specializing in technical sales for the biotech and research science industry. The company organizes multiple trade shows each year with its website functioning as the central hub for its business operations. The website was more than a decade old and, needless to say, a lot has changed since the company last created a website. In addition, GTP Management Services International did not have a coherent brand identity and needed to establish one.
Brand Identity
Before tackling the website, a new brand identity was created.
Logo: Before and After
New Logo
Updated and fresh color palette with dark green, light green and light gray
GTP and Management Services International typography is now in a balanced hierarchy
Badge-shaped emblem communicates strength, leadership and safety, giving a classic feel to the logo
Including the founding date of 1988 gives a nod to the company’s heritage
New typography is a sans serif and much more modern than the previous serif type
Previous Logo
A type-only logo with outdated typography including heavy drop shadows
Logo did not read as one company but rather two separate thoughts with how the type was stacked
No hierarchy in the typography with GTP and Management Services International being the same weight and size
Unclear how the abstract dots pattern represents the company
Outdated and dark color palette
Website
Armed with a new brand identity, the website was next. The project began with a deep dive into required content and functionality to drastically improve the user experience. GTP Management Services International organizes about six to eight shows a year with each promoted on the website. In addition to detailed logistical information about the shows, exhibitors reserve and pay for booth space through the site and show attendees register online. Therefore, a significant amount of backend programming was required. The site includes an admin side where GTP Management Services International logs in to retrieve reports about booth space reservations, payments and attendee registrations.
Other Key Enhancements
The new site also includes biotech and bioscience photography – the previous site had no photography and was type-only on a dark background. The new site features updated typography and white space for a clean, modern feel.
Previous Website Homepage
New Website Homepage
Website: www.gtpmgt.com
Brand Identity & Website Design: Kimberly Jones, JonesHaus
Website Development: The Dev Department
Platform: WordPress
Investing in Marketing
If your business needs to make an investment in marketing, don’t keep putting it off. While many business owners don’t want to spend the money, it’s important to remember how important marketing is to the success of a business.