Situation
Axiom Technology Group, a Chicago B2B technology staffing firm, needed a coherent plan for digital and traditional marketing as a digital transformation, big data, and IT services company.
Constraint
A staffing firm’s audience is both candidates and clients. Materials had to work at tradeshows and on the web without two disconnected brands.
Decision
Working with Axiom’s marketing team, I planned communications across WordPress updates, copywriting, printed materials for tradeshows and staffing fairs, and a review of internal marketing processes.
Outcome
The team continued to grow its marketing presence through its web operations. The engagement was systems work, not a single homepage.
What I would do again
Inspect internal process before redesigning the public site. Broken operations show up as broken pages.
What I would change
I would have named a single source of truth for messaging (roles, industries, proof) so web and print could not drift.