Year: 2021-2022
Role: Brand Consultant
Contribution: VP Marketing, Director of Brand, Workrise Design team, H&L Media, Los York, Quadrant Strategies, UX Research Team, Beehive Research
Opportunity
Workrise (formally RigUp) was founded in 2014 with the goal of making life easier for skilled laborers by creating a platform to connect workers with clients and vice versa. The company’s purpose is to empower the people who get hard work done. That commitment to workers fueled their success and investors noticed. The company raised a $300 million Series D round led by Andreesen Horowitz (a16z) in 2019 and $300 million Series E in May 2021.
The company rebranded to Workrise in February 2021 with an ambitious vision of putting 1 million skilled laborers to work by 2030. Sage partnered with the Director of Brand and VP of Marketing to develop long-term brand strategies and launch a localized brand awareness pilot with the intent to scale learnings in 2022+.
Approach
Launched a Brand Campaign Pilot in 4 prioritized markets to test media vehicle performance and establish baselines for larger-scaled campaign in 2022. Below is a simulation of how the target audience interacted with the campaign across mediums.
Alongside the Brand Campaign pilot, Sage Partners led Creative and Media agency RFP process from start to finish. We successfully onboarded H&L Partners and Los York as agencies of record to build the infrastructure to scale larger brand investments.
Established long-term brand measurement strategy:
- Launched annual brand survey in partnership with Quadrant Strategies
- Onboarded Meltwater to support long-term media monitoring capabilities
- Led a cross-functional working team to generate quarterly brand health reporting
Impact
Brand Campaign Pilot successfully drove top of mind awareness, organic traffic lifts and acted as a lead multiplier in markets where the brand campaign ran alongside performance marketing campaigns.
In partnership with Quadrant Strategies, we established the internal demand and support for brand tracking. The annual brand tracker and quarterly brand health reports served as instrumental tools to inform business strategies and prioritize tactics across the organization.
