Case Study: Labor Management Software Company

A leading provider of labor management software was expanding its product portfolio into human resources and payroll capabilities. Strategic communications that were clear and well-organized were imperative for the success of this initiative. Libretto was hired to assist the client’s senior marketing team, including the executive VP of marketing, in generating a series of positioning documents for internal and external audiences.

Several input sessions were held that focused on the discussion and distillation of key messages related to the impact of the expanded portfolio on the company’s mission, value proposition, product line, and marketing. Libretto quickly drafted text that described how the new product line would enable the client to deliver a highly manageable, user-friendly, and cost-effective solution set to new and existing customers. A separate positioning document targeted to internal audiences made the case for the company’s new strategy, helping to ensure that employees would be “on message” and well-informed about product line enhancements, key emerging business opportunities, and the overall go-to-market strategy.

In a matter of days, Libretto produced multiple versions of the positioning documents, including a new corporate elevator pitch. That high-level experience was subsequently leveraged across marketing-related writing projects that ranged from direct marketing materials to product literature.

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