A brand positioning and messaging shift
This exceptional B2B SaaS start-up company had outgrown it’s initial brand positioning and messaging. A big part of my job here was to help build a copy team, re-craft the brand persona and tone of voice, and begin rewriting the website just to name a few things.
We were ready to evolve
Shapr3D is a 3D CAD app that broke into the extremely hard-to-break-into CAD industry just a few years ago. Their key differentiator, and let me tell you it’s a big one, is the fact that they’re a fully-functioning CAD software usable on the iPad: legacy CAD software has heretofore been pretty much reserved for desktop stations only.
In this last year, however, and especially considering the product advances we’d made, we saw that it was time to begin shifting our positioning to a more serious, mature tone. We also aimed to reach beyond the relationships we have with designers who love the app towards building rapport with engineers.
Working with our Research and Data teams, I began the executing the notable shift in our tone of voice. I also started working with key internal teams to establish consistency in our tone of voice.
Scriptwriting
With key input from our CEO, Group Product Manager, and VP of Product, I wrote the script for the second semi-annual Shapr3D global event. This was a thrilling challenge for all of us on the team because it all hinged on our Product team being able to deliver what we’d planned. We had to be flexible, ready for curve balls, and keep our heads on. 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. I’d love to talk more with you about the unique challenges we overcame to have a successful event. ⬇️