2016-2022
Technology
Branding, Website, Content, Public Relations
We delivered an insight-driven brand transformation for an IT consultancy, located in Manhattan and Europe, following its acquisition by a global AEC company. We began the engagement by developing a press release and providing other PR support to announce the joining of Optistar with its new parent firm, Vertex. We also designed and developed the new brand identity and website. Subsequently, we created the comprehensive content and PR strategy, which defined the goals, objectives, target audience, and content structure. We also established an operational cadence for management, workflow, distribution, and performance measurement. A unique aspect of this project was that Optistar leadership were members of a business coaching resource group, allowing us to learn and incorporate tactics from the Robin Robins’s blueprint and coaching system directly into Optistar’s content and PR plan. The results led to strong brand alignment with the parent firm, a significantly shortened sales cycle length for cross-sold work, and substantial pipeline growth for cross-sold services, evidenced by both the number of quarter-over-quarter opportunities and the average deal size. Optistar was acquired by Vertex in 2016 and sold to Synoptek in 2022.
Optistar was an MSP for small to mid-sized businesses globally when we were acquired. Lisa and her team were great to work with. She aligned our brand to our new parent company, worked with my leadership team to build our website and content, then helped us with press and media relations as well as with inbound and outbound marketing.