Plan-it Marketing

About: E INK Corporation, founded by a group of MIT students, is the leading developer of electronic ink technology. Electronic ink is applied to ordinary surfaces but is fueled by electronic charges which allow words or images displayed to be easily changed.

Challenge: E INK partnered with Greenberg, Seronick, O’Leary & Partners, who brought in Plan-it to help understand interest in the concept and help develop a brand platform for E INK.

Objective: Plan-it worked with both E INK and GSOP to test the viability of the technology among the key target audience of retailers.

Method: Exploratory work among retailer decision-makers to better understand key drivers and barriers to using E INK technology.

Results: Plan-it provided input for the development of communications and how to most effectively sell E INK to potential users. Additionally, Plan-it worked with E INK and GSOP to develop potential names for E INK's first product, now known as Ink-In-Motion™. The company has received many awards and was featured in a number of publications including Fortune's "Cool Companies," Industry Week's "Technology Year," and Popular Science's "Best of What's New." Today, E INK's technology is used for handheld devices, PC-accessories, clocks, and public information displays and promotional signs. Additionally, E INK mass manufactures high-resolution displays for several electronic books, including the Amazon Kindle & Sony Reader, as well as for signage, watches and other portable devices.