Growth Strategies. Branding. Content. Results.
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Inzwa Technologies
Inzwa Technologies
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Inzwa Technologies: B2B Market Launch of Disruptive Solution for Tech Start-up
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Opportunity: Inzwa Technologies is revolutionizing geotechnical monitoring. Their Cloud platform provides geotechnical monitoring solutions without the installation, activation or configuration headaches commonly experienced with older legacy systems. Inzwa's solutions make it easier and more cost effective to gather and report environmental data, with user-friendly vibration and tilt monitoring devices and a device-agnostic platform so clear and simple, you don’t have to be an engineer to use it. The result? Limits are lifted, users get time and bandwidth back, so they more time to focus on bigger, more meaningful challenges.
Challenge: As their fractional CMO, I identified and am actively implementing the go-to-market strategy to launch both the Inzwa Cloud platform and the Veva III vibration & tilt monitor to the geotechnical engineering market. This has included brand and positioning research; customer persona development and journey mapping; new website development and management; digital and social media marketing strategy and execution; lead generation and nurturing campaigns; sales enablement; public relations; inbound marketing / content creation, including social media posts, email marketing, lead magnet creation, and video production.
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Social media video
Wyotech: "You Were Born for This" Re-launch Campaign
WyoTech, a nationally respected name in automotive vocational education for over 50 years, had lost share and lead volume due to a declining category, competitive disintermediation, and a lack of corporate support prior to the Zenith acquisition.
Customer segmentation research identified that Wyotech's best student prospects - dubbed "Mavericks" - were driven more by passion than by career interests. The resulting "You Were Born for This" re-positioning campaign was launched nationwide in July 2017, and included digital, streaming audio, social media, mobile, native content, TV, pay-per-click, SEO and PR outreach and sales enablement support programs.
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Results:
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250% increase in unique visits, exceed branded lead forecast by 17% and enrollments by 29%.
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YouTube campaign drove 800x growth in branded search.
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Enroll-to-Start activation program generated a 43% increase in starts at an ROI in excess of 2,500%.
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Halo Bassinest: New Product a "Game Changer" in Category
HALO sought to expand their product portfolio beyond their best-selling SleepSack wearable blanket in order to maximize enterprise value and set the company up for a successful acquisition.
Customer-needs-driven research identified the need for a bassinet that allowed new moms to safely co-sleep while providing them the ability to care for their newborns without having to get out of bed. The HALO Bassinest Swivel Sleeper was introduced to market in 2013, and was immediately heralded as a game-changer in the category. I led all brand identity and marketing strategy development and execution from ideation through to commercialization. As a small company, I was very "hands on" with all design, writing and production of all marketing and sales support materials - I even wrote the owner's manual.
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Results:
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Achieved 123% product introduction revenue goals.
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Garnered #1 top-seller status on Amazon within first two weeks.
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Won the 2013 JPMA Innovation Award and overall Judges’ Pick Award.
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Successfully diversified the company’s portfolio and generated approximately 8X increase in enterprise value, directly resulting in company’s strategic acquisition and investors’ successful exit.
Product launch video
Packaging - US & Canada
Point-of-Sale
Naterra Land: Becoming the Largest Recreational Land Developer in the Midwest
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Business Situation: The Taylor Investment Corporation, operating seven offices in five states, was suffering an erosion in leads and sales - their reliance on traditional lead-generation strategies was no longer working, and their digital presence was nonexistent.
Solution: I re-branded and re-launched the company as Naterra Land; aggressively shifted to a digitally driven lead-generation model; drove customer-experience brand training throughout the organization to foster greater differentiation, brand loyalty and conversions to tour and sale.
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Results:
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Increased YOY total lead volume by 46% and reduced cost-per-lead (CPL) by 39%.
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Drove 15%+ YOY annual revenue growth.
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Launched 15+ websites, and achieved 20-fold increase in SERP results.
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Achieved #1 organic search rankings for top keyword phrases within 6 months.
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Increased total online conversions by 317% and conversion rates by 39%.
Hostess: Re-launch an Icon Brand with Award-winning Campaign.
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​Business Situation: Hostess snack cakes had experienced consecutive years of market stagnation prior to its acquisition by Interstate Bakeries.
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Solution: I led a dual-target strategy, developing a campaign designed to reach and appeal to both primary purchasers (moms) and key influencers (kids). The "Where's the Cream Filling" campaign leveraged the products' unique and most-loved feature - its cream filling - to reintroduce Hostess to a new generation of consumers.
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Results:
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Grew unit sales 5% in a declining category.
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Brand regained or retained #1 market share position in majority of markets.
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Advertising won Silver Clio Advertising Award and named Cannes Film Festival finalist.