Client: L.C. Doane Company
Industry: Industrial

Life After Uncle Sam

As a manufacturer of heavy duty lighting products for the U.S. Navy, L.C. Doane Company recognized the need to break into non-defense markets when the Berlin Wall came down and defense spending was cut.

We worked with this client to identify markets that could use their durable, high-quality products, and developed strategies to target industrial, transport and recreational marine markets. These campaigns consisted of trade show materials, ads for trade publications and direct mail brochures, with business reply cards, sent to selected mailing lists.

We then applied this comprehensive approach to the prison construction market—a growth area in the early 1990s—and later to the generic industrial lighting industry. The campaigns involved original photography, copywriting and design, as well as trade show booth design, slide presentations, and product photography.

More recently we developed a 6-page full-color corporate brochure featuring five key market areas for the company’s products. Full-page ad concepts and a new trade show booth look grew out of the design for each market area.

L.C. Doane now counts 25% of its sales from non-government sources.