Build trust and inspire action
With the redesign of their website, for a more discerning audience of technology buyers, the marketing team at FlairsTech, an international IT and Software Services company, was struggling to make the copy compelling.
Working with the North American-based marketing director, we devised a cost-effective way to ensure high-quality copy. In three workshop sessions, and two templates, we helped the copywriter and her manager, both in Egypt, understand how to organize information to guide buyers to action
TRAINING AND GUIDANCE
Audience-focused copywriting – 2021
Having grown rapidly by acquisition, Solmax had recently undergone an employer brand definition exercise, with the aim of creating a common culture. To harmonize the understanding of their HR departments around the world, the company needed clear tools everyone could relate to and follow.
After a series of workshops and exercises to identify differences in recruiting practices and build consensus, we mapped the optimal candidate journey, as well as the relevant communications tools to achieve recruitment goals.
(In association with Catalyst Communications)
AUDIENCE DEFINITION AND JOURNEY MAPPING
Employer brand deployment – 2020
AUDIENCE-CENTRIC COMMUNICATIONS
Customer success stories – 2021-2023
To demonstrate to potential customers why its services are worth choosing, IATA had developed strong messaging and differentiators. But it remained difficult for these potential customers to understand what was in it for them.
Our template and subsequent story development centred the customer success around the – often complex – problem a company or individual needed to solve, clearly illustrating how the service helped them solve it, as well as the actual results that were obtained. Combined with first-person storytelling, the value of the service became evident.
Add value and elevate the brand
The considerable growth of BRP’s business and operations necessitated a new careers website to facilitate hiring. Having chosen a specialized HR platform, presenting a number of options but also constraints, the Talent Acquisition team required a content strategy that would enable them to have the website up and running in the shortest possible timeframe.
Beginning with the team’s business objectives, we presented both an ideal HR Marketing solution and a minimum viable product, i.e., a website that would enable employee value propositions and job postings to be presented, and applications to be elicited. The candidate-centric website, completely in line with the corporate brand and known elements of the employer brand, was eventually rolled out in 2021, after a pandemic-induced delay.
CONTENT STRATEGY
Careers website – 2019
With a new strategy, launched the previous year, and a commitment to better communicating with financial analysts, Power Corporation, an international management and holding company focused on financial services, sought to implement a storytelling approach with their latest annual financial report for 2021.
Identifying and extracting messages from the strategy and the analyst calls, we proposed an information architecture and headings for each section of the report, that weave a continuous storyline to demonstrate value creation. This same storyline, with different headings was reiterated in the Director’s Report we drafted.
STORYTELLING
Annual report – 2022
Hexoskin designs and manufactures smart shirts that monitor precise cardiac, respiratory, sleep and activity data. When we worked together in 2013, they needed to redesign their website to ensure visitors could easily buy their products through the online store.
Before redesigning, we first tested and recorded what did or didn't work with the current site. By putting ourselves in the site visitor's shoes, asking ourselves specific questions and attempting to find the answers by clicking through the website, we can get an idea of how usable the site is and build an ideal userflow that better helps conversion.
UX
E-commerce website – 2013
Demonstrate flexibility and efficiency
To help their client get as much exposure as their smaller competitors, Kind Marketing wanted to adjust existing Wikipedia pages, but did not have the resources available to devote to the project.
Bringing to bear our experience with the platform and the way the community functions, we proposed changes with rock-solid supporting references, based on a review of the existing pages and thorough research, and incorporated them gradually, minimizing risk of rejection.
PROJECT DELEGATION
Wikipedia pages – 2022
As a young company in the FinTech sector, Mobeewave needed to approach investors and ecosystem partners with clear, consistent messaging. To ensure that their communications were understood, they had to make sense (coherent) and always say the same thing (consistent). They therefore needed a reference document.
The messaging we devised with them is embodied in the illustration and can be seen in the video. It guided sales presentations, website development, analyst interviews, and press relations. In 2020, Mobeewave was acquired by Apple.