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Zazzle
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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.

"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