Creating a marketing strategy for a new service
When Home Instead, Inc. launched nurse directed services, the local franchise teams needed guidance on messaging and positioning, as well as sales collateral to make connections and drive growth.
Responsibilities
Workshop facilitation
Marketing strategy
Creative direction
Project management
Deliverables
Marketing best practices
Print materials
Outcomes
Empowered local offices to position and sell new service offering
Integrating marketing and sales strategies
The marketing strategy began with a collaborative, cross-functional workshop. I brought together local franchise owners with members of healthcare transformation, marketing and sales. From this session, I created a strategic marketing best practices guide that included:
Messaging and positioning
Audience segmentation
Marketing and sales tactics
Sales collateral recommendations
Enhancing existing sales materials
Next, I worked with the creative team to identify existing collateral that should be updated. These assets included a local networking presentation as well as print collateral such as fliers, business cards and more.
Creating new sales collateral
Finally, we created new collateral to support some of the unique opportunities this new service line offered franchises. New assets included:
Print collateral
Social media graphics
Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.
“Lauren is able to draw out different ideas from collaborators, help teams prioritize the most important information and then work with adjacent teams to create a polished product. Her leadership, ability to ask questions in a humble and curious way, and project management skills keep projects on track. Lauren is a diverse leader that puts her heart into her work.”
Amanda Williams | Clinical Experience Director (former) | Home Instead, an Honor Technology company
Learn more about me and my work
Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.
