Cree Lighting was known as a market-leading innovator of lighting solutions for consumer and commercial use. After being sold by its parent company, the organization needed to reintroduce itself as an independent entity and reinforce its leadership position.

Aiming to use the quickly approaching LightFair International tradeshow as a launchpad, the McDougall team initiated an intensive 60-day planning process to conduct research, determine baseline metrics, and develop a comprehensive 12-month communications plan.

The resulting campaign leveraged Cree Lighting’s past as an LED pioneer to build confidence in the company’s future—products and people alike. What followed was a steady cadence of news that expanded critical trade media relationships, events that positioned the company as a “go to” voice in the sector, a comprehensive social media program that engaged current and prospective customers, and multiple industry awards and honors that burnished its brand reputation.