HP PHS Global Marketing
Challenge
The HP Inc. global marketing team for home printing solutions needed their messaging process to “just work.” From optimizing market and executive reviews to creating the messaging content for packaging headlines, etail playbooks, web copy, sales tools, and more, the team needed a valuable partner who could handle all the moving parts.
Solution
To fix it, you have to know what it is. We audited our actions and current content with the dual focus of refining a hamstrung process and driving more compelling messaging. We developed new tools to ease market and executive reviews, and brought messaging creation in house for cost- and content-efficiencies.
Results
When the messaging process hums, you’re able to do so much more. Manifestos that define printer sub-brands. In-app messages in tune with mobile-user wants. Customer-focused campaigns that address issues we face with Covid-19. Challenges we didn’t even know existed until we had the time and space to see them.
Franz Bakery
Challenge
Franz Bakery was a leader in every bread category except one: organic. So they set out to capture both market- and mind-share with a tongue-in-cheek “Get Portland Baked” campaign. With campaign development in full swing, the team needed an unifying story to build out marketing deliverables and inform sales reps on key takeaways.
Solution
We created an overarching narrative that clearly articulated what “Get Portland Baked” stood for—all in the campaign’s pre-defined tone and voice. Additionally, we developed a messaging platform and event communications to carry across channels and media relations that helped convert audiences and sway opinion.
Results
Franz Bakery’s organic bread reached new audiences—and the campaign played a part in keeping Portland weird. The messaging helped inform key components of the campaign, including social media channels and a corresponding microsite. The campaign generated more than 7,000 new followers, and half of the microsite visitors came from social media channels.
Columbia Credit Union
Challenge
Columbia Credit Union (CCU) introduced new technology across their platforms. They needed full employee engagement for it to effectively improve performance and services, inspiring employees to abandon familiar habits and learn to do things differently. When change comes knocking, you have to address it.
Solution
Discovering superpowers can demystify a shifting landscape. So we made CCU employees the superheroes of the story. As the editor of the integrated campaign, I helped shape the voice of our superhero collector cards, a “Find Your Superpower” quiz, event communications, and more.
Results
CCU employees learned to fly. An organization-wide event inspired employees to take ownership of their superhero roles. They made masks and outfits to show off their superpowers. And they leveraged that energy and momentum to make the skills-training phase of the campaign that much easier.