With over 25 years in the business, the team at Risk Alive® Analytics was searching for a brand strategy to manage several lines of business expanding within the organization focused on training, education, consulting and, notably, a growing SaaS tech product aiming to become the flagship offering for the business and in need of a clear launch strategy for a global audience.
Using a multi-step approach, we worked to evaluate, clarify and determine five key elements to support their sales goals and marketing plan. This included:
Brand Strategy
Through a series of workshops with senior leadership and key stakeholders, we led the team through a process of clearly defining the brand positioning, distinct brand attributes, organizational brand architecture and key brand messages. This process was rooted in a series of collaborative exercises to better understand the market opportunity for the brands, including competitor insights, market trends and customer segmentation, and buyer demographics and personas.
Brand Design & Development
We established the newly organized brand infrastructure, including naming, logo design and brand standards for the launch of both the newly defined parent brand and the flagship technology product.
Brand Messaging
We crafted clear, key brand messages for internal stakeholders and external sales to support internal change management and launch communications. We worked closely with the executive team to create clear, creative communications around the new brand strategy that would not only educate but excite the entire team. This included the development of launch strategy and communication tools, as well as in-house workshops presenting staff and management with a hands-on approach to cultivating brand buy-in and communications consistency within the team.
Marketing Plan + Implementation
Supporting the go-to-market plan for the flagship product launch, we helped craft the marketing plan to help drive brand awareness and lead acquisition opportunities on a global scale. This included clearly determining required content, recommended media channels, budget goals, and key messages aligned with campaign objectives and performance metrics. And what’s a plan without implementation? We helped get the team started by leading the initial implementation and campaign management.
Content Creation
Leading the creative design and content creation for brand websites and marketing campaigns, including website copy, blog content, social media messaging, paid advertising, and general creative, we worked closely with the sales team to measure performance and optimize content to ensure our content remained effective and evolving ensuring evergreen content to be used across these key touchpoints on an ongoing basis.
Fractional Marketing Leadership to Boost Internal Resources
After a multi-year engagement, the team was well-positioned to hire a full-time marketing lead to continue the progress established together and continue to see global growth across the brands.
“Wheelhouse helped us build a good foundation for growth, with a clear vision for our organization as a whole and our individual operating brands. We started our engagement in need of clarity on how we could launch our product, Risk Alive® Analytics, successfully and well-positioned both in the market and within our organization – and Wheelhouse helped us do that. Kayley worked closely with me and many members of my team to help determine – and deliver on – our strategy, ensuring we had a consistent resource for support throughout the evolution of our brand, helping limit any growing pains and driving the growth of our business. Kayley’s ability to pull together a cohesive approach from many diverse individuals and thoughts was key to our successful rebranding. We are happy to have worked with Wheelhouse and continue to reach out to Kayley for continued support as we expand our brand globally.”
– Tom Labodi, President, Risk Alive® Analytics
Learn more about how Risk Alive® Analytics is helping teams unlock the full potential of process safety data for oil and gas, petrochemical and other industries across the globe at riskalive.com.
