A brand positioning and messaging shift
This exceptional B2B SaaS start-up company had outgrown it’s initial brand positioning and messaging.
With recent product advancements, we recognized the need to adopt a more mature, professional tone and expand our reach beyond designers to engineers. I built the copy team and led it, re-crafted the brand persona and tone of voice, and began rewriting the entire website to keep the forward momentum of our booming growth. Additionally, I wrote and managed content from my team of technical and content writers to organize our help desk for more efficiency, clarity, and ease-of-use.
Shapr3D disrupted the CAD industry by offering a fully functional 3D CAD app for iPad—an industry first in a traditionally desktop-dominated space.
- Collaborating with Research and Data teams, I led the shift in our tone of voice and maintained consistency in our messaging coming from all key internal teams.
Increase installs & support users
My contribution:
- Created and edited content, including long-form SEO articles, case studies, white papers, and technical content for online help center.
- Helped restructure payment and install (e-commerce) communication to increase install rates.
- To further support this, I curated all social media content across multiple social media platforms (i.e., LinkedIn, Instagram, TikTok, Pinterest, Facebook, and YouTube).
UX writing & management
As the Shapr3D app was continually improving and introducing new features, I wrote the in-app UX copy as well as mentored our key technical writer to take over the in-app UX writing. This successfully led to more consistency and cohesion in in-app jargon in relation to technical content on our Help Desk site.
Scriptwriting
I developed the storyboard and wrote the script for the second semi-annual Shapr3D global event. The language is targeted at a very niche market of professionals and businesses. This script involved breaking down complex information, staying up-to-date on what the engineers were building in real time, and consulting with each key player of the leadership team.
During this time, I also wrote all of the other marketing materials for the event - including press releases, event taglines, social media, PPC, and all of the other usual suspects.
All of this contributed to a 32% increase in subscription/install rates. ⬇️