REPOSITIONING FOR GROWTH
Sometimes the biggest brand opportunity is hiding inside an outdated category.
Shred-it was long associated primarily with paper destruction. I helped reposition the story around broader information security, connecting product, pricing, sales, compliance and messaging around a more relevant value proposition.
MY ROLE:
Positioning · Messaging · Creative Strategy · Activation with Results
Positioning · Messaging · Creative Strategy · Activation with Results
• Developed positioning and messaging to expand Shred-it beyond traditional paper destruction
• Connected product, pricing, sales and compliance messaging around the broader information security story
• Translated the positioning into redesigned website, campaign activations and creative direction across channels
• Developed product and service messaging and supporting sales materials
• Created and directed campaign work, including the Tony Hawk
• Used customer insights and performance data to identify opportunities to improve engagement and conversion
IMPACT:
• Drove innovation, experimentation and testing that contributed to 18% higher website traffic, 38% greater consumer engagement and a 12% lift in deal closures, meeting or exceeding KPIs
IMPACT:
• Drove innovation, experimentation and testing that contributed to 18% higher website traffic, 38% greater consumer engagement and a 12% lift in deal closures, meeting or exceeding KPIs
