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Amia |
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Bizet Human Asset Management |
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Throughout most of its 30-year history, The Bizet Group—as it was known when I began consulting with the company—was a successful, family-run outplacement business with dominance in the Pittsburgh market and an excellent reputation in many other regions of North America. Its brand strategy, however, needed fine tuning. I worked with a San Francisco branding and design agency, Kirshenbaum Communications, to refine the verbal branding strategy for Bizet and its premier product, Activity Vector Analysis (AVA). In addition to fine-tuning the corporate name, I created new taglines for Bizet and AVA, renamed several of the company’s service offerings, rewrote all content for the company’s Web site, and wrote 18 inserts for a corporate brochure. To accompany the site launch, I wrote copy for an email blast and three print advertisements. |
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"We thought we had hired a copywriter for our marketing
system. We got so much more. Nancy helped us speak about ourselves in
a manner that projected our firm’s true personality and guiding philosophy
and allowed us to regain pride in our company. She gave us the words to
express what makes us unique and valuable in the market. "To create a name that accurately describes what
we do, Nancy first helped us identify the real heart of our business—helping
companies maximize their investment in people. She presented us with several
viable name options, from tried and true to cutting edge, with a researched
rationale for each. We unanimously chose ‘Bizet Human Asset Management,’
which clearly places us in the human resource/organizational development
business space and also communicates the investment a company makes in
its workforce. She also developed creative, effective taglines for the
company (People. Process. Performance.) and our AVA product (Individual
Behavior. Organizational Success). "Next, we needed to create new content for our
marketing collateral and a completely revised Web site. We sent Nancy
everything we had in our files—a huge amount of language written
at different times by different people with mixed messages and metaphors.
Nancy blew us away! The very first draft she sent was nearly perfect.
We had struggled for years to cohesively and clearly describe our business,
and it appeared as if Nancy did it almost effortlessly, creating new language
that was customer benefit-oriented as well as descriptive of the professional
manner in which we do business. "Our staff morale has skyrocketed—it’s
as if our staff has been given a new wardrobe that shows off their best
attributes. Nancy helped us think of ourselves in a context we were comfortable
with, gave us the words to express it, and lifted our spirits in the process.
We are truly grateful to have had Nancy on the team." Dorothy Kawesch, Marketing director |
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Nancy
Friedman, Chief Wordworker |
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| Read what Jon Carroll has written about me in the San Francisco Chronicle! | |||||||||||||||
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2007
Wordworking Website design by Monroe Street Studios |
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