Playbook

Challenge

Playbook offers a new approach to project management that takes the best of Lean, Agile and Theory of Constraints to create a hybrid method that works for hardware product development teams. We were tasked to gain deeper understanding of the Playbook purchase journey to provide the foundation for developing a more relevant and resonant brand, and more accurate and effective marketing communications.

Approach

We conducted one-on-one web conference interviews with prospects and customers in different stages in the journey: early funnel, pipeline and existing customers. We identified  audience personas and moderated a purchase journey workshop with the client, followed by a brand and messaging workshop. Finally we briefed creative teams on the development of a brand video and new website. 

Outcome

When the new website went live, conversion doubled overnight.  

Brand positioning: Playbook creates flow for fast product development teams.

Brand video: