When your product is ahead of the curve….
This biotech startup that I worked with for five years had a tiny foothold in eco-friendly pond management. But they were battling against the preference for chemical treatments. I worked with senior leadership to uncover an industry problem: their clients, mostly golf course managers, were facing imminent restrictions on chemical usage. I launched a multichannel educational campaign to position their product as a key part of the paradigm-shifting, chemical-free approach to water treatment. This involved coproducing a documentary for Viewpoint with Dennis Quaid and managing a promotional partnership with Audubon International.
When you are a luxury product in a cutthroat industry…
I workshopped ideas and mediated discussions among the c-suite of powerhouse execs to reach consensus on a brand message that every department head could agree on. I spearheaded its rollout across internal and external channels. Meanwhile, we had cars to sell and deals to close, while maintaining the smart, elegant spirit of the brand onsite, in media, and in the minds of customers and community.
When your old-school business needs a new kind of customer….
This longstanding wealth management firm had a roster of actual “until death do us part” relationships with its mature clientèle. How, then, to also attract a new, younger customer base so the firm could futureproof itself? The owners had an idea to target new retirees moving to their charming community. I helped refine the strategy and identified a market of active, affluent pre-retirees buying local property—those who were not yet locked in with a local wealth management firm. I created a fresh look and language for the firm’s brand messaging and implemented their digital marketing to build awareness with this pre-consideration audience.
When your team can’t explain your competitive difference…
A decades-old event management firm was struggling in a shifting business landscape. They decided a new brand look would help lift sales. I facilitated team discoveries that revealed a critical problem: no one really knew how to express what set their services apart. A new logo wouldn’t fix that. We started from the inside out with a full brand revitalization, first identifying existing treasures such as the above-and-beyond mentality of their work culture and their rich network of specialty vendors that allowed them to put on wildly popular, meaningful corporate events. I produced employee guides and coaching scripts to help staff articulate their wonderful difference, and rolled out the supporting brand package and website.