ORGANIZATION
International WELL Building Institute (IWBI)
SOLUTIONS
Brand strategy, copywriting, product launch, messaging development, content strategy, sales enablement, market research
Launching a new workplace strategy offering for forward-thinking businesses
Built from the ground up to address diversity, equity and inclusion through policy and design interventions, the WELL Equity Rating had to cut through the noise and distinguish itself from other third-party DEI products on the market. I delivered a comprehensive marketing and content strategy ranging from research and copywriting to landing page development and collateral production.
Speaking confidently about sensitive DEI issues demanded a thorough tone of voice framework with regional variations to account for the global reach of IWBI’s clients. I tailored my communications strategy to business leaders with messaging that leads with the measurable benefits a DEI plan can bring: return on investment, seamless ESG reporting and talent attraction and retention.
Making it tangible
A suite of internal training materials including decks, sell sheets and FAQs were developed in tandem with public-facing landing pages, long-form blog posts and social media copy.
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