Photon Systems designs and manufactures fibre optic equipment and systems for the global telecommunications and cable television industries.

The challenge
A commitment to innovation was crucial to Photon’s success in the highly-competitive telecommunications industry. Although relatively small, the company quickly established itself as an industry leader by developing innovative, cost-effective solutions that allowed service providers to strengthen the quality of their video signals, increase channel capacity and provide new services. Hampered by limited resources, Photon needed to raise its profile in the industry in order to compete with larger, more established companies, to attract top quality employees, and to enhance shareholder value.

Strategy and execution
Company founder and president John Maycock also recognized that Photon’s research and development work was an important element in the commercial success of its products. He wanted to encourage more industry-driven research that would help stimulate Canada’s nascent high tech industry and strengthen the pool of specialized knowledge available to employers.

Whalebone Productions identified Photon’s achievements and packaged its story so that it was clear and easy to understand. We then prepared application packages that resulted in Photon winning two prestigious awards – the national Canada Awards for Excellence in the coveted Innovation category, and the Science and Technology Award for Business/Education Partnership – the first such award granted in the 18-year history of the Science Council awards program.

To further strengthen Photon’s position as a leader in the high tech field, Whalebone produced a series of promotional materials aimed at attracting top quality employees. Using the tag line, “Building tomorrow’s future – today,” the ads, brochures, and posters featured photos of Photon employees working on a variety of projects in high tech settings.

Results
Winning two awards solidified Photon’s position as an industry leader. The company was featured in major newspapers and trade publications, and John Maycock was invited to sit on several distinguished industry boards. Photon ultimately attracted the attention of international investors and was purchased by Augat Inc. and then Thomas & Betts before finally being acquired by Scientific Atlanta.

Index