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BiotechCorp is an agency under the purview of Ministry of Science, Technology and Innovation (MOSTI). The agency had an issue communicating the range of services it offered to the Malaysian public, corporations and international investors.
We started by restructuring their entire corporate website. We redid the site such that users could find the information they need in one-click and organized the site clearly for each segment of the target audience. Next, we created a corporate video highlighting the advantages of Malaysia and BiotechCorp to invite investors into the Malaysian biotechnology industry. We followed this up with a series of print, billboard and social media ads for BiotechCorp’s international events like BioMalaysia to cater to the biotechnology businesses in Malaysia and the region.
To reach the Malaysian public, we created “This is Biotechnology” – a 12 episode informational web-video series that aimed to educate the people on what biotechnology entails. We also developed videos about the Biotechnology Transformation Programme (BTP) to inform the people, businesses and investors about the various initiatives by the Malaysian Government and BiotechCorp for the development of the biotechnology industry.
To cover all the aspects of the organization’s services, we coined the tagline “Ready to Inspire” for BiotechCorp.
The tagline was adopted by BiotechCorp as their corporate tagline and the corporate video is used as the company’s introduction. The consistency and clarity of the marketing material led to increase in requests for BiotechCorp’s services. Time spent on the website was increased and bounce rate was reduced.