When RecordPoint, a SaaS company with 50+ employees in Bellevue, Washington and in Melbourne and Sydney, Australia, chose Yesler as its agency of record in 2019, the company was at a crossroads. Technology had evolved since its founding in the late aughts, when RecordPoint provided on-premises Windows-based records management. Despite its shift to cloud-based services, RecordPoint lacked a go-to-market strategy and brand focused on SMB technology buyers in highly regulated industries like energy and utilities, and government entities.
At the outset, we conducted four distinct onsite workshop sessions so RecordPoint and Yesler teams could get to know each other and dig deeper into RecordPoint’s positioning, brand, target audience, and sales and marketing processes. We then built a complete brand and messaging core plus a go-to-market strategy for RecordPoint. Our work resulted in over 40 assets including a new differentiated positioning statement, brand guidelines plus logo, five buyer personas, messaging framework, buyer journey maps, social media playbook, campaign workflows, content assets, and more. Just as we were about to launch the new brand and first set of integrated campaigns, a global pandemic hit. Yesler quickly pivoted and built a new integrated campaign with content assets that addressed customers’ most pressing needs in the new COVID-19 era.