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Third Man Agency Addie Girouard

Recent Work

Technology

Transforming a Fortune 500 Corporate Website

The Challenge

A global tech company valued at nearly 10B faced significant challenges in modernizing its online presence through a comprehensive website overhaul. Cross-functional teams needed to deliver multi-faceted solutions to address them. Challenges included that the corporation's website no longer represented its current brand identity, products, and services, undermining its credibility. It’s user experience was subpar and it had critical security vulnerabilities that exposed sensitive data to potential threats and risks, which needed urgent attention. Lastly, the corporation aimed to transition to a more agile and scalable content management platform, but needed guidance on the change process.

The Solution

To address these challenges, a 9-month project was initiated. Facilitated workshops were conducted with multiple leaders within the organization to align on a complete website redesign. Workshops and training materials were created on the new CMS platform and security procedures.

The redesign would feature a user-centered approach framed by a focus on intuitive an navigation that conveyed compelling, but concise messages. A comprehensive communication plan was implemented to facilitate collaboration among the client's 15-person leadership team and throughout the teams impacted by the changes. This ensured alignment to project deliverables and timelines throughout the global launch.

The Results

This project showcased the power of strategic communications, facilitation, and change management in transforming the tech company’s online presence, resulting in enhanced user experiences, fortified security, and a more unified and engaging brand identity. The website showcased a 40% increase in page views and a 30% decrease in bounce rate.

Non -Profit

Supercharging Non-Profit Marketing with Automation and Compelling Narratives

The Challenge

A non-profit organization faced various marketing and communication challenges. Resource constraints and the lack of a comprehensive marketing strategy hindered the organization's outreach efforts. Manual marketing processes made it difficult to maintain consistent and personalized communication across different channels. Inconsistent audience engagement hampered the growth of a loyal supporter base to boost fundraising and revenue to support its mission effectively.

Revitalizing a Non-Profit for Sustainable Funding

The Challenge

A non-profit organization faced critical challenges related to funding instability due to a lack of brand awareness. The non-profit's brand was virtually unknown, hindering its capacity to attract support from donors, sponsors, and partners. Building and sustaining robust partnerships with potential funders and collaborators presented significant difficulties. The organization's financial support was uncertain, jeopardizing its ability to consistently deliver essential programs and services.

The Solution

To tackle these issues, the organization implemented Hubspot, a marketing automation platform, and executed an integrated marketing communications (MarCom) strategy. It streamlined marketing, including email campaigns, social media management, and data analytics, providing an efficient tool for campaign management.

Due to the manual burden being lifted, more time was spent on the communication strategy and narrative creation. New channels were selected for broader reaching campaigns including Meta, YouTube, and in-person events..

The Solution

To overcome these challenges, a comprehensive rebranding strategy was crafted, emphasizing strategic communications and executive coaching. The non-profit underwent a rebranding process, encompassing a visual identity update, mission statement refinement, and messaging enhancement to establish a more compelling brand.

A strategic content development plan was executed, with a focus on creating and sharing stories, success narratives, and impactful content that effectively communicated the organization's mission, vision, and achievements. A concerted effort was dedicated to fortifying relationships with potential partners. Aligning missions and fostering mutually beneficial collaborations were central to this approach.

The Results

The adoption of Hubspot and the execution of the integrated MarCom strategy yielded substantial improvements, including a remarkable 365% increase in its customer/audience base. The integrated MarCom strategy effectively attracted new supporters and engaged the existing audience. With the expanded reach, increased engagement, and effective fundraising campaigns, the non-profit experienced a 7% boost in revenue. The improved marketing efforts led to increased donations and support for the organization's cause.

The Results

The holistic rebranding initiative, coupled with strategic content development and partnership strengthening, effectively addressed the non-profit's challenges of inconsistent funding and a lack of brand awareness. This approach generated a six-figure increase in funding, improved brand recognition, and strengthened partnerships, enabling the organization to fulfill its mission and provide reliable support to those in need.

Merger & Acquisition, Oil & Gas

Transforming the Oil and Gas Merger through Strategic Marketing and PR

The Challenge

A 15M oil and gas merger that served multiple industries. Ensuring seamless communication and understanding of the merger's benefits among stakeholders, including employees, customers, and partners. Create and launch new corporate messaging and assets that capture and grow market share across the product profiles. Build strategic alliances and partnerships with key industry thought leaders to enhance corporate image through co-marketing efforts.

The Solution

To overcome these challenges, a well-structured communication plan was developed, emphasizing the merger's benefits and outlining the strategies for internal and external stakeholders. This included clear messaging, FAQs, and regular updates to keep everyone informed.

Strategic alliances and partnerships were formed with corporations like Cummins, Chart Industries, and Oilfield Helping Hands, creating opportunities for co-marketing efforts, which included joint campaigns, co-sponsored events, and cross-promotion. A dedicated team was assigned to manage all aspects of the conferences and events, from strategic planning and promotion to on-site coordination. This allowed for a seamless execution of four separate events in multiple states within the tight 60-day timeframe.

The Results

The implementation of this multifaceted strategy yielded several impressive results. Stakeholders were well-informed and supportive of the merger, leading to a smooth transition and alignment of objectives among employees, customers, and partners. The strategic alliances and partnerships with key corporations significantly enhanced brand recognition and reputation, broadening its reach and influence in the industry. All four events, including trade shows and the ribbon-cutting ceremony, were executed flawlessly, enhancing the brand's visibility and attracting potential customers and partners. Two competitors CEO’s, personally called the President of the new firm to ask ‘where did you come from and how come I’m hearing about you in this space.’

Pharmaceuticals

Navigating a Digital Transformation Journey

The Challenge

A pharmaceutical company undertook the challenge of a comprehensive digital transformation initiative. The digital transformation initiatives spanned multiple teams, representing a total of 22 individuals across the organization, each with different responsibilities, perspectives, and objectives.Tens of thousands of siloed teams across the global company were needed to understand and participate to capture the value of the initiative. Ensuring that key stakeholders were aligned with the value proposition of the digital transformation, language and timezone barriers added to the challenge. Building engagement and advocacy for the digital transformation initiative across internal and external stakeholders was critical for its success. Addressing knowledge gaps between cross-functional teams and ensuring thousands of stakeholders had the necessary information and training for the digital transformation initiative.

The Solution

To address these challenges, a strategic communication plan was developed to ensure consistent messaging and unify communication efforts across the organization. This plan was pivotal in building engagement and advocacy for the digital transformation initiative. Change management principles were employed to facilitate alignment among cross-functional teams. Key leaders were provided with coaching in support of their role guiding large business units to adopt the changes. It ensured they were well-prepared to lead the digital transformation effort effectively.

The Results

The implementation of these strategies and tactics led to the significant results of capturing the revenue goal of $350 million. The global communication strategy resulted in a 20% increase in overall engagement across internal and external stakeholders, fostering advocacy for the digital transformation. Stronger partnerships were built between cross-functioning teams, bridging knowledge gaps and reaching over 5,000 stakeholders through training, shared learnings, and collaborative sessions, fostering confidence in the initiative.

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