Appealing to small businesses
Verizon
Deliverables
Messaging Content strategy + content development Integrated marketing plan Loyalty + retention strategy
The Brief
Verizon is an established brand largely recognized for consumer and enterprise solutions. They needed to connect with small business owners and change perceptions of Verizon as too expensive for and out of touch with small business owners.
The Solution
I drove a brand strategy that would distinguish Verizon Enterprise from Verizon Business to better relate to small and medium-sized business owners.
My work included the following:
Led market and audience research, including interviews with customers and internal stakeholders, to identify core needs and buying motivations.
Conducted an extensive competitive analysis to help clients gain perspective on where they stand and how others might be better positioned to reach small business owners.
Developed a holistic messaging and content map to optimize audience journeys
Improved opt-in experience to better customize communications to small business prospects, including optional product interest selection.
Increased engagement and nurture opportunities through high-value content.
Established a data-driven, cross-channel CRM campaign with built-in, test-and-learn optimization
