Solution: In 2000, Harris Broadcast wanted to be the first to market digital transmitters to radio stations even though digital receivers were not yet available for the stations’ listeners. The ability to capitalize on the transition from analog to digital early in the game would establish Harris as the expert resource and supplier for the industry. As a current vendor for Harris Broadcast, Hafenbrack Marketing developed a marketing plan that included the launch of a new brand – Harris “Extreme Digital”. Hafenbrack created a logo and brand identity, direct mail, collateral materials and advertising for trade publications. The campaign kicked off at the annual National Association of Broadcasters show in Las Vegas featuring the giveaway of an "Extreme Digital" mini super car. In addition, Hafenbrack supported public relations efforts, including a six-city road tour that consisted of promotional advertising a week prior to the event and invitations to local general managers and engineers to attend an event to learn more about hi-def radio.

Results: The campaign successfully launched “Extreme Digital” with more than 125 stations buying in excess of $100 million of equipment during the promotion. In fact, the campaign was so successful Harris continued to use the brand to sell equipment for several years after the launch and called on Hafenbrack for several other campaigns.