CLIENT
Intermedia

MEDIUM
Website Articles

SITUATION
The client was looking for new avenues to gain customers, and to begin cross-selling its various services like Hosted PBX Voice service and white label Office 365 solutions.

PROCESS
After extensively reviewing their existing content catalog and comparing it with their top 10 competitors' content, I found several opportunities for improvement. The primary of these was content that spoke to entrepreneurs and startups. Considering that small business ownership is on the rise and frequently talked about, catering to this market was essential.

I drew on the insight that startups crave legitimacy when starting out and talking to potential customers, and several of the Intermedia's features could offer that, such as prerecorded auto-greeters, phone menus, and conference call capabilities. I also talked up their mobility features, perfect for a generation of startups used to working out of coffee shops and going sans office.