Brands. Retailers. Connected.
Brand Repositioning & Digital Strategy
ThumbStopper, which had recently broken off from parent organization LotVantage in 2018, had operated with a skeleton marketing team for the latter part of a year. When brought onboard the company in May 2019, I helped refine the company’s brand voice across its digital and social platforms through a 4-month brand audit and repositioning effort.
Through this effort, our refined brand and messaging bled into the company’s website, social media and content marketing strategy — targeting both enterprise and retail-level clientele up and down the marketing funnel.
Project Launch
Client
Beginning in July 2019, our team conducted a 4-month audit and brand repositioning effort to address and refine the ThumbStopper brand. This effort involved extensive interviews with company staff across the sales, development, operations and executive team to gain insight into the brand, product and ideology.
Hours of interviews with staff were recorded and further documented, enabling the marketing team to assess the key information that would become the focal point of the brand repositioning effort.
With the discovery session information and key points at hand, our team began distilling fundamental knowledge and need-to-know into buckets that would be used to explain the ThumbStopper brand. From technical information to ideology and values, hours of interviews were distilled into a 6-pillar framework that formed the bedrock of the ThumbStopper brand and software.
Under the revised tagline, “Brands. Retailers. Connected.”, our team began fleshing out the story of the ThumbStopper brand — outlining the problems enterprise clients had sourcing information to their independent retailers and the solution in ThumbStopper’s brand manager software.
With the story of ThumbStopper accumulated and framework of the company software defined, our team proceeded with the design and development of an updated ThumbStopper website — highlighting the brand’s six pillars — adoption, automation, syndication, segmentation, multi-location, analysis — that outlined the SaaS software’s functionality.
Designed in Adobe XD and built out in WordPress, the website became the hub for all things ThumbStopper and provided a sleek, refreshed hub to drive the company’s inbound marketing strategy.
With a new brand voice and messaging crafted from our team’s brand repositioning efforts, we were able to create a newfound content marketing strategy tailored to engage current & prospective audiences at all stages of the sales funnel.
From long-form articles and guides to VSLs and thought leadership, our strategy bled across all social and digital outlets in ThumbStopper’s brand ecosystem.
