capSpire
capSpire is a technology consulting company focused on delivering next-level solutions to energy and commodity clients.
The Challenge
Fantastic employees. Raving fan clients. Excellent work.
capSpire had it all when I was introduced to them — except a marketing function they could trust. Previous teams hadn’t been agile or actionable enough. They couldn’t get collateral over the finish line. The messaging was repetitive. Designs fell flat, but no one could pinpoint why. Worst of all, the conception and creation process took forever, and that frustrated the consultants.
They needed a Better Way.
THE remedy
I took extra time and care to listen. I devoted myself to learning what moved the energy trading and risk management clients from “meh, maybe” to “hey, tell me more.”
For 6 months, I wrote content. I asked questions. I deciphered energy acronyms. Most importantly, I focused on building trust with my consultants, who were skeptical of any ~ mARketiNg eXpERT$ ~.
I started with case studies. New templates, better storytelling, as many metrics as we could find to help potential new businesses understand exactly how capSpire could bring value. They were a hit.
Then, I started directing blog work. I interviewed anyone who would talk to me. I grilled them on their projects, seeking the heart of what made them excited and put it right next to the results of their work. Extracting this essence allowed me to accurately highlight why capSpire was such a standout choice for a partner: its people. The blogs were posted on our website and then repurposed to LinkedIn, where they steadily accrued impressions and engagement as my team and I worked to churn them out.
THE results
After that:
roadmaps — I worked closely with managing directors to build easy-to-digest collateral that laid out their offerings step-by-step
digital ad space — capSpire never quite had ads that represented them well; I changed that
press releases — we got picked up by Yahoo!, MarketWatch, and more
events — Friends of capSpire, a space for CTRM networking
yearly planning — with trust established and competency confirmed, I aligned myself as a partner on yearly business goals so that marketing could move away from task work and toward more high-impact work
brand guidelines — they didn’t exist before me. I collaborated with global executives to lay out capSpire’s messaging, tone, mission, values, offerings, and every little thing that makes a brand official
agency partner — Hierarchy Advertising. Great folks. Call them and thank me later
and more to come as I move into my fourth year with capSpire