SpectrumWorks Consulting Group (SpectrumWorks) is a management consulting firm that aims to help adults with autism spectrum disorder succeed by emphasizing their strengths and contributions in the workplace. The firm provides clinical and vocational support to autistic employees, and executive coaching, workshop, and legal advice to employers of individuals on the autism spectrum.
As a new company, SpectrumWorks needed to establish a strong brand and online presence to raise awareness of their unique service. Pace Creative worked in close collaboration with SpectrumWorks at every stage of the brand creation process – from creative and messaging development to business and audience analysis, and brought the brand to life on multiple channels.
How can we use “pull” marketing strategies to help a unique start-up establish itself as a thought leader to offer support in the workplace to adults with autism spectrum disorders?
Pace Creative worked in close collaboration with the CEO to develop a branding strategy that resulted in the name “SpectrumWorks”, a logo, and custom stationary.
After we solidified the brand, we focused on a content marketing strategy to create an integrated and holistic online presence.
As a first step in the strategy, we developed personas.
Based on the personas, we identified each stage of the customer journey including the respective touchpoints and key messages of each journey.
Using the approved customer journeys, we developed an optimized site map, content outline, and strategic website content.
After SpectrumWorks approved the content, we created website wireframes and a branded look and feel for the site before creating each page design and developing the website.
A strong brand presence and a new strategic website led to qualified online leads, organic SEO ranking, more customer and industry referrals as well as an overall awareness of the company’ services.
SpectrumWorks developed a niche online community through its network and keeps its followers engaged on social media channels such as LinkedIn and Twitter.
Pace Creative helped develop a few blogs to help drive traffic to the site and improve SEO.
A strategized SEO execution led to more organic search traffic and a higher Google search ranking, resulting in a 57% increase in unique homepage visitors.
Overall, Pace Creative helped SpectrumWorks increase their client base and industry network through a stronger online presence, increased brand awareness, and a much wider online reach.