Commend Americas
b2b Marketing | Content Strategy | Publication Marketing
Reforming Legacy
Commend Americas had a 50 year standing of providing reliable security communications systems to some of the nations most recognized brands in the country.
Despite a great product they had what I would call a marketers nightmare of being called “the best kept secret”. You can’t sell solutions if nobody knows who you are or what you do.
Brief:
This project showcases efforts in creating clear and concise branded documents, creating a multi-faceted educational experience, and creating not just brand awareness, but an overall brand experience through content marketing efforts.
Challenges
- Lack of Brand Recognition
- Inconsistent and unclear materials
- Outdated Marketing Methods
Solution/Process Work
To make progress on a project as daunting as the one we faced, our team had to tackle each issue with a strategic approach. This broke down into narrowing down to 4 key focus points:
Public Relations: Reliable press coverage serves as a fast track to becoming a thought leader in the security industry. We lined up a schedule of building close relationships with industry-leading journals, creating advertisements and articles to showcase solutions with the developed messaging.
Branded Documentation: Starting off by making a plan to create branded documentation for 12 solutions, taking on one per month of the year, gave us a roadmap to follow. We took outdated cluttered pdfs and make them into beautiful, concise documentation that our leads would not become overwhelmed by and that would create consistent messaging with the sales team.
Segmented Newsletters: Four major stakeholders means important information cannot be generalized. We began to break down information for each of our solutions, tailoring segmented email newsletters to each our our groups.
Video/Social Marketing: Video is king. Whether in the B2C or B2B world, effectively communication with little effort on the recipients side is a necessity in today’s marketing era. Each of Commend’s solutions are able to be broken down into two minute use case videos, as well as bite-sized videos for social media and email marketing.
Skills Utilized
- Brand Strategy
- Video Production
- Graphic Design
- Copywriting
- Email Marketing
- Social Media Marketing
See More Work
Dive into the captivating story of Drexler’s store launch and brand establishment through a compelling social media campaign – click the button below to explore the creative strategies and impactful moments that shaped a standout brand presence in my portfolio.
