​Marketing Strategy for an HR Consulting Organization

​Helping organizations create amazing human resource strategies is Cortney Stehlik-Freeman’s passion. As a classic solo-practitioner, her toolkit consisted of nothing more than a sharp set of skills, a website, and what we like to call in “the biz”, a whole lot of hustle.

When prospects asked, “What do you do?” she would answer with, “what do you need?” before launching into a conversation about culture change that didn’t resonate with her audience. She was giving them details about HOW she creates transformation, but not talking about WHY they needed that transformation in their business.

“I was having a hard time even getting in the door,” she explained. “People didn’t understand what I did. My sales pitch wasn’t cutting it.”

PROJECT PROFILE

Company: Powerfully Simple, HR & Leadership

Role: Chief strategist, designer

Elements: 
Moderated Workshop
Marketing Strategy
Content Marketing Strategy
Graphic Design
Message Development
Product Strategy

Goals: Develop offerings that followed client needs, create clear messaging to spoke to those needs, create content prompts to build thought leadership profile, create calendar of deliverables

Discovering The Opportunities

Our team worked to identify gaps and build out an agenda during an in-person working session where we facilitated in-depth discussions about the personas that are invested in revenue-dependent culture improvement. We also mapped out packages that helped resolve frequently encountered challenges that businesses that fell within her ideal client persona faced. In addition, we dove into her preferences of content production, her budget, and time constraints. 

Lastly, we delivered an in-depth playbook that outlined her messaging, her packages, the information architecture of her site, what content topics she needed to tackle, and what she needed to do and when. 
"​I bet it all. I literally gave Maureen and her team all of the money I had, banking on the fact that a strong marketing strategy would give me the type of direction I needed to grow my business."

Evolving the Brand

​Since the completion of the marketing playbook, we helped create a brand and designed, wrote, and developed a new website for Powerfully Simple HR & Leadership. Since then, her team has grown from a one-woman show to a team of people helping clients hone their human resources across the state of Washington. 

What are the Results?

​The results were extraordinary. Executing marketing activities started out as an emotionally taxing blocker that kept Cortney from getting the results she wanted. By the end, we had given her a structure via the marketing playbook that acts as a framework for every new topic, industry, and service we wanted to approach. According to her, “the playbook never stops being useful.”
EXECUTION
  • Able to qualify customers quickly using discovery questions. 
  • Reduced friction in the sales process, cutting time to purchase in half. 
  • Used established content marketing program to drive thought leadership efforts
  • Built a comprehensive calendar to execute.
CONVERSION
  • Landed over $50k by executing on our event/networking recommendations
  • Claims over 20x ROI on the marketing investment
  • Tripled her business in three months

Like what you see?

See how Maureen can bring this type of innovationto your organization