I created this lead nurturing email campaign for Decal, a manufacturer of decalcifying formulas used in medical laboratories. Our primary target was the histotechs who use the product. Our goal was to drive preference in a market that perceived all decalcifiers as a commodity. Our tactic was to appeal to the passion and dedication of the practitioners in this field and reinforce our first-in-category credentials. The emails were part of a widescale branding effort which included print and banner ads, videos, their website and the tagline which I penned, “Beautiful, any way you slice it.” Design studio: Ron Zisman, Ricochet Communications Design.