Delivering brand value across generations


Content Marketing Tools


In a large organization with more than a hundred years of history and thousands of products, leaders wanted to value the past without getting tangled up in it. They needed fresh eyes to trace the brand storyline that matters most to today’s customers.

The marketing team sought my help to develop topical content tools that would appeal across generations and communication preferences. 

We identified how both the older and younger audiences want to improve family programs, volunteer cultivation, and leadership development. Then we zeroed in on key factors to sustain current audience engagement while attracting new, younger audiences.

Working with content developed by expert speakers and authors, I wrote and adapted short manuscripts to be published in two formats: digital downloads and printed mini-books. These tools deliver actionable ideas that are easy to read in one sitting.

The downloads attract email subscribers, while the mini-books provide a direct contact tool with take-home value from a conference exhibit booth.

What do you want your story to be?