Visier, a people analytics solution, was looking for a humanizing brand persona and marketing campaign

Presented to: Benton Li, Solution and Product Marketing Manager and Marilyn Yeo, Product Marketing Co-op

Problems:

1. Lack of a strong brand persona; providing an opportunity to humanize Visier

2. Lack of communication around product benefits; providing an opportunity to leverage practical examples of how a prospect can use the product

3. Lack of communication on the direct impact from Visier employees to customers' employees and their clients; providing an opportunity to establish employees as industry experts

Impact: Increase trust, engagement and credibility as industry experts by highlighting the talented employees behind their company successes, their impact on customers’ employees and clients, as well as their care for the public

Key Contributions:

•  Identified gaps and opportunities, based on Visier’s current marketing strategy

•  Analyzed what ideas Visier can take away from competitors’ content

•  Analyzed customer pain points and what channels they are active on

•  Justified the importance of employee advocacy and other content ideas

•  Created holistic marketing strategy with an overarching key message and goal

•  Identified key components of each content idea and its impact, aligning with Visier’s goals, product and new persona