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Michelle McGovern StewartStrategy / Story / Systems

03 / Brand Voice & Demand Generation

Less labor, more wins.

I was retained to define the brand voice, make proposal development more efficient, and build a digital lead funnel.

Client
NBS Government Finance Group
My role
Marketing Manager
Draws on
  • Strategy
  • Story
  • Systems
Capabilities
Brand voiceWebsite strategySEO & lead captureProposal automationSmartDocs

The challenge

The tension

NBS handles the entire administrative process for special financing districts, expertise most agencies simply don’t have. But its story was hard to find, and every proposal was built by hand.

The strategy & execution

The move

SmartDocs, the proposal automation I established: client names, contacts and proposal details fill in from reusable variables.Shown with sample data.

  • One brand voice

    “Simplifying administration.”

    I defined one brand voice across every channel.

  • A website built to be found

    I directed a website redesign built for search and lead capture.

  • SmartDocs

    I designed, built and implemented SmartDocs, a proposal automation system of reusable content and variables, so the team stopped rebuilding the same answers.

The results

The result

Within six months of launch the site had produced $846K in warm leads, the proposal win rate rose 32%, and a $2,800 investment cut annual labor costs from about $86,000 to $28,000.

Outcomes

What it delivered.

Warm leads in six months
$846K
Proposal win rate
+32%
Annual labor cost, down from $86K
$28K

From my collaborator

“Michelle assessed the company’s marketing efforts within her first 90 days. That executive-level assessment anchored all marketing improvements, defined priorities and informed four different divisional marketing plans moving forward. She then proceeded to work with each division leader to select the marketing tactics that would best support their different growth objectives. That effort alone established a strategic approach to marketing that we never had before. … The project management focus she demonstrated to successfully manage this ever-moving, multiphase monster while implementing new systems is truly impressive.”

Greta M. DavisAssociate Director, NBS Government Finance Group

The work

Explore more work.

Back to the work

Brand, story & strategy

  1. 01Brand Strategy & ExperienceFirefighters Community Credit UnionNot just for firefighters.
  2. 02Strategic Marketing & DifferentiationRuhnau Clarke ArchitectsA different kind of proposal.
  3. 03Brand Voice & Demand GenerationNBS Government Finance GroupYou’re reading this one
  4. 04Content Strategy & StorytellingRuhnau Clarke ArchitectsSeeing it from their side.

Systems building

  1. 05Information Organization & RetrievalRuhnau Clarke ArchitectsMaking project information searchable.
  2. 06Research & Opportunity IntelligenceRuhnau Clarke ArchitectsResearching the opportunity before writing the proposal.
  3. 07Marketing Workflow & AutomationNBS Government Finance Group, Ruhnau Clarke Architects, Firefighters Community Credit UnionBuilding better marketing workflows.

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