ORGANIZATION
International WELL Building Institute (IWBI)
SOLUTIONS
Copywriting, product launch, messaging development, content strategy, sales enablement, market research
Defining, simplifying and promoting a complex building intelligence tool
The WELL Performance Rating was designed to fill a gap in the building technology market by offering a third-party verified solution for checking real-time performance data against health and well-being standards. I developed a messaging and content strategy to simplify this complex offering and set IWBI apart from its more established competitors.
Though originally pitched to end-users, research showed that consultants were more likely to engage with the product and fold it into their own service offerings. I reworked the messaging to reflect this shift, distilling the many technical aspects of the product into concise value propositions for enterprise clients.
Content strategy
Along with internal sales enablement and messaging documents, I wrote long-form copy for paid, earned and owned media opportunities, including in-depth case study interviews. I also produced co-marketing resources to allow clients to tell their own story while staying true to the IWBI product and brand identity.
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