CHALLENGE
This Fortune 500 technology company needed to overcome their image as a database company that knew little about human capital management. They wanted to establish themselves as thought leaders in order to gain market share and increase their brand value.
SECRET INGREDIENT
I attended their annual HCM conference to wrap my arms around their brand, their story, and their key differentiators. I crafted a new messaging platform that defined the brand as original, thoughtful, and forward-thinking. To support this new direction, I created a series of marketing materials to take their new, value-centric voice to market.
Human capital management buyers are HR leaders: by definition, they are “people people”. Rather than try to sell them on technology and product features, I upleveled the conversation to focus on people and processes: things this audience values most. In doing so, I captured the hearts and minds of these decision-makers, allowing the brand to engage with them on a new level.
Responsibilities:
Copywriting, messaging, voice and tone definition
Ready to kick cookie-cutter to the curb?
NO IDEA IS TOO PIE IN THE SKY
Get sharp, relatable content that converts. I do all the heavy mixing, and you sit back and enjoy your sweet, sweet results. Who says you can't have your cake and eat it, too?