Problem: Hoyle Tanner struggled to identify a unique selling proposition when competing against corporate competitors ten times their size.
Solution: I led brainstorming sessions with department heads and wrote new messaging to highlight the long-term advantages of an independent firm with low turnover and a strong connection to the community: “a firm you can trust to stick around after the project is done.”
Results: I adapted messaging across tradeshow, website, print, email, and other assets to communicate their unique selling proposition.
Corporate messaging
