One of Michigan’s fastest growing managed IT service firms, Worksighted approached Boileau Communications looking for a strategic public relations and marketing partner. While Worksighted had been managing their own marketing communications materials for years, they had an increasing concern that their efforts were becoming too disjointed, with inconsistent messaging creating a disconnect between prospective customers and their true brand. What’s more, they were on the verge of a strong push to expand into the Grand Rapids and SE Michigan markets, and they needed creative and strategic bench strength to make the transition.
Our first task was to help them redefine their brand. We engaged Worksighted in leadership interviews, a customer survey and a branding workshop to discover the values, messages and ethos most consistently felt by their stakeholder groups. From our research, we distilled targeted internal and external brand statements and a body of key messages that would lay the foundation for future communications.
Our next step was to develop a strategic communications plan that would outline message opportunities, audiences and media for the year. Coupled with this, we also launched their first creative, integrated advertising campaign: “Outsource to Awesome.” This became a bold extension of their brand, redefining outsourcing as something awesome when done locally, and with an experienced, passionate team.
Since engaging with Boileau, Worksighted’s marketing efforts have become focused, consistent and ultimately more effective in supporting their growth by creating an environment where sales can take place. Deliverables so far have included branding assistance, communications planning, advertising planning, ad and collateral design/placement, production of a brand video, and support on earned media.
“The Boileau team has been an indispensable resource in helping us refine our message and tell our story in new and exciting ways.”