Digital Experience
Challenge
A start-up healthcare technology company needed to build its brand, increase its share of voice in the market, and close major prospect accounts.
Solution
As a member of the in-house marketing team, I led content strategy initiatives, evaluating and improving sales and marketing assets at each point in the sales funnel. Using my copywriting and proofreading skills, I helped fine tune marketing assets for campaigns that would drive prospects to convert.
Over the course of a three-month timeline, our team worked with an external partner to evaluate the content on the company’s previous website, work with internal stakeholders to devise new content, and launch a website that mapped to the company’s new product strategy.
Website Development
Working with the company’s product marketing team, we planned campaign tactics for product launches at industry events. This launch leveraged omnichannel promotional assets, including organic and paid social, email campaigns, paid media, sizzle videos, and a campaign landing page.
Campaign Assets
When the company made the decision to transition away from an established sales enablement tool to bring asset management in-house, I documented all existing sales and product marketing material and created a plan to transition the information to the new site. We built an asset management solution in house, and I modeled the tool’s user flow and information architecture.
Information Architecture
Following a major corporate restructuring and reduction in workforce, I developed a new brand narrative and messaging hierarchy alongside a brand refresh. The refresh focused on new brand positioning, differentiators, messaging and value drivers.