Get out of the “friend zone” by going from “familiar with” to “need to have”.
Change current perceptions of PROVIDER’s small business solutions through increased relevance to further penetrate the consideration set of small business buyers.
Conduct research to better identify with our target audience’s entrepreneurial spirit, challenges they face, product usage and perception of PROVIDER.
Using new insights, revisit, rethink and refine our approach.
Develop a messaging hierarchy that focuses on increasing our relevance and includes multiple appeals.
Integrate, educate and advocate.
SMB acquisition calls increased 146% during the first eight months of the revamped campaign.
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