Giving Active International a voice and making it sing!
Case Study Body Test
What We Did
The Work
The challenge:
Active International’s brand had become fragmented and its marketing tired and product-driven. They needed anew brand platform, strategy and positioning to reflect and promote the resourceful, consultative, forward-thinking company it truly is.
The approach:
As part of the larger effort, I created new audience, messaging and voice strategies to elevate and simplify communications by putting customer realities first.
Why it worked:
Remapping the audience strategy to focus on 3 overarching audience mindsets clarified who we were talking to and why. Instead targeting them by industry, I organized new messaging around 3 themes focused the conversation on their needs— ways to gain resilience in a disruptive, what’s next economy. Developing a voice that was hands-on, big picture, and focused on “you” as a partner, drove those themes home.
Owler Hook:
Having the right solutions are only half the battle. Bringing people along is the other half. With this unusually large client team of 20 stakeholders, elevating these three strategies created high-level concepts everyone could buy into.
