Work

Competitive Mapping

Advertising

Digital Marketing 

The original ask was to update two industry publication advertisements to better communicate the company’s unique value and attract the right customer. 

The approach we took was to treat this project as more than just a couple of ads in an industry publication. An ad is an external expression of a brand's value, services, and offering. Even if the output is one or two single ads, the work needs to be done to ensure the ad is communicating the company's most authentic value. 

So we dug deep to find what they were really about. Through workshops with the client and internal stakeholder interviews with various team members, we were able to determine who they are as a company -- their origin story, ambitions, beliefs, and values. This mining exercise, combined with a competitive audit, allowed us to uncover their unique value proposition. Unlocking this UVP, gave us the foundation to not only design the advertising, but create a consistent and cohesive message across all their touchpoints -- from sales templates to their website. Which is exactly what we did. 

We updated their ads targeted to various target consumer segments, updated their sales proposal template, and refreshed their website. 

“Since the launch, our customers have told us they find the website much more user friendly. Plus, the addition of the self-guided ‘Help’ section on the site has been a great reference for both our customers and their residents. Overall, I’m pleased we now have a consistent message and expression that our customers understand and appreciate." 

 – Nathan Hainsworth, COO, Hainsworth Laundry Company