PEOPLEGROVE: B2BPeopleGrove, a SaaS company in the higher education space, was ready to shake off their “startup” identity when I joined the company 2+ years ago. They’d expanded enough to establish proof-of-concept, but profitability would now rely on rapidly growing to own a majority of the market share.
A major first step was a polished rebrand that would help establish legitimacy. Also needed: a clear narrative around what the company sells and why it matters for the many audiences the B2B2C brand serves.
At the core of the rebrand’s concept was messaging: PeopleGrove is the most helpful career network ever created. Like a super-charged version of LinkedIn exclusively for a college or university’s community, it’s how higher education institutions can equitably ensure their students and alumni land the jobs they went to college for in the first place.
Building one benefit-forward (but highly flexible) brand voice would position the company’s various offerings to both different buyer groups (college provosts, a campus career office, the alumni association, etc.) and end-users of the technology platform itself (professors, students, and alumni). More on my work for users here.
As creative director, I led brand creative, demand generation, and creative strategy for growth marketing, managing a creative team and agency partners. Tasked with directly generating a portion of the company’s revenue for its B2B side, I implemented a programmatic content marketing campaign strategy capable of driving a sales funnel from brand awareness to conversion to retention with marketing on traditional and digital platforms.
RESULTS
Grew marketing-sourced new customer revenue from ~30% of company total to ~90%
Campaigns set records for: inbound demo requests, highest landing page/social/email conversion rates, and strongest event registration/attendance numbers
Social advertising creative responsible for as much as 40% of company’s leads with CPL as low as $38 for highly targeted audience types
Nurturing average CTR improved from 2% to 43%
Maintained 100% of top organic search rankings during website relaunches
For a conceptual brand activation, launched the real-life book Super Mentors: The Ordinary Person’s Guide to Asking Extraordinary People for Help and campaigned it to an Amazon best-seller
SCOPE
Brand Development, Website & UX, Advertising, Email Marketing, Nurture Marketing, Demand Generation, Creative Strategy, Content Marketing & Ebooks, Events, Creative Management & Measurement, Brand Architecture for M&A, Internal Collateral and Brand Template Systems, Creative Mentorship
VERTICAL
