Positioning & Messaging
Here are examples of projects that required establishing Positioning & Messaging for both new and legacy products that needed to be updated to current market needs. All of the copywriting in the collateral displayed was done by me.
To support the launch of the Pratt & Whitney PurePower PW800 engine, I built the messaging strategy for all the advertisement and video content. Fun fact: an agency was hired to build the ads displayed here, but after submitting my own copy which I believed better fit our messaging strategy, the executive sponsor of the project had them re-do the ads with my words.
Following the success of the PW800 engine launch, the Aftermarket Business Unit at Pratt & Whitney enlisted my help to reposition and build the messaging around their Tailored Engine Solutions program. I built their key messages, and wrote copy for all their new marketing and web collateral. This project helped the BU increase their revenue by 30% the following year, and get the director of the program promoted to VP.
Newtrax Solution Overview
As a start-up that had to adapt to a rapidly changing market, positioning and messaging at Newtrax was particularly challenging. With a laser focus on a very specific niche, it took learning a lot about buyer personas, spending time in underground mines in different countries, and attending sales calls and engineering Scrum meetings to nail the way we pitched our offerings. This resulted in the creation of ‘Solution Overview’ documents, website copy, over 60+ blog posts, tailored slide decks, and ROI-based case studies which ultimately caught the eye of Sandvik, the leading provider of mining equipment and technology in the world. They acquired Newtrax in a multi-million dollar deal in 2019, stating that our brand and position in the market was so strong that they wanted to keep us as an independent business unit.
