Tailor to the Audience
A Fortune 100 company conducted research into families’ attitudes about financial decisions. Given the rich diversity of American families, research was designed to consider factors such as family composition, race, ethnicity and life cycle stage. Research results were compiled and analyzed for the general population and for a range of family categories and market segments. Scott worked with the project manager and individual market segment managers to create a series of targeted executive summaries, enabling prospective customers to simply self-identify by market segment to access tailored content.
Prepare to Get a Big Story Out Fast
When a cruise ship ran aground, a global manufacturer of industrial equipment was called on to participate in a colossal marine salvage project. Given the project’s uncertain timetable and outcome, the company wanted to prepare for multiple scenarios. Scott worked with the company’s communications executives and sales engineers, as well as key members of the salvage company’s advance team, to prepare a vetted technical feature article describing the complex salvage operation as proposed, then made ongoing edits to reflect how the project actually unfolded. This dramatically shortened the time required to release a final story, with only details of the project’s actual (successful) outcome to be added.
Drive Admissions From Everywhere
The leading consultant for higher education enrollment marketing was developing a new admissions microsite for a private, nonprofit university eager to expand its distance learning presence. Scott interviewed university administrators to gain insights about target audience needs, worked with the creative director to nail down the messaging strategy, crafted outcomes-oriented copy to drive the admissions process, and coordinated with the director of video services to integrate words and images and meet project goals.
Drive Search Returns
A multi-site, multi-line, independent insurance agency wanted to drive prospect traffic to their updated website. Their web consultant advised the firm to improve search returns by creating separate subject area landing pages optimized to Google search parameters. The product line VP’s required a unified voice across all business lines that also conformed to the firm’s new brand standard. Scott met all of these needs by creating content that exploited the latest search parameters, emphasized family lifestyle and business success instead of insurance policies, and fit the brand standard.
Make the Case Over and Over
A global provider of business software as a service needed concise and compelling case studies about its clients. Working with marketing executives guided by the CEO, Scott developed a framework for the stories, conducted interviews with members of sales, implementation and client teams, and wrote dozens of outcomes-focused case studies for corporate communications, sales prospecting and client presentations. Some of the company’s clients do not allow their name to be used for marketing purposes, so Scott worked to convey key business benefits while ensuring confidentiality.
Speak with One Voice to the Customer
A multi-national lender needed to help prospective borrowers understand the complex world of sub-prime loans secured by business assets. Previous attempts found the client’s legal and marketing teams at odds over competing perspectives on the same topic. Working with members of both teams, Scott crafted a guide that explained crucial responsibilities of borrowers while positioning asset-based loans as an attractive option for business borrowers that do not qualify for unsecured financing.
Tug at Heartstrings to Open Wallets
When a nonprofit’s CEO presents to prospective donors, she wants members of her audience to feel an emotional connection with the people that the organization works to help. For more than two decades, Scott has worked with a VP of Resource Development to craft “mission moments,” stories of tragedy and hope, despair and promise, disaster and opportunity to demonstrate how lives improve when donors are generous. Scott’s telling of real-life stories has made eyes water and wallets open.
Help Top Producers to Produce More
A financial services giant wanted to offer a higher level of service to its top-tier producers who are independent business professionals, not employees. The company’s internal staff developed a concierge level program for producers that included access to approved communications resources. Because of his experience with the market space, Scott was named the recommended supplier of business writing services for the program. Producers were able to hire Scott with confidence to write their prospecting communications, web content, presentation materials and more on a per-project basis.
To learn how Scott Williams can help in your case, contact him now.