VOCALOCITY

Need

Vocalocity was a VoIP phone service provider whose target customer was a small business looking for an off-premise phone system that would release them from a bulky, on-premise physical solution. As the Manager of Content, I worked with our VP of Marketing, marketing, sales and product teams closely to communicate our products' benefits and advantages over VoIP competitors and older technologies. 

A challenge that was unique to the time that I was with the company was that we acquired a smaller company and absorbed their product, began to whitelabel our product, and went through a rebranding exercise where we re-evaluated the way we presented our service plans. We needed to come up with new marketing materials, fresh methods of talking about our competitive advantages, and strategies to present ourself in the marketplace as a viable business that could prospectively be aquired by an ever larger company. 

Process

With Vocalocity (now aquired by Vonage) I coordinated the hire of regional videographers to record interviews with spotlight customers as part of our customer spotlight series. I interviewed our participants after the sessions by phone and wrote ~10 features that helped showcase the use of our service across industries.

I wrote two advertorials aimed at insurance agencies which were published in trade magazines about our VoIP service and its benefits for small business.

  • Increasing Productivity in Your Agency (Exclusive Focus)

  • Leveraging VoIP Features to Make Cloud Communications Work for Your Agency (NAIFA Advisor Today)

I also mapped an extensive content matrix of the marketing site's existing meta data in preparation for a site migration between platforms.  I conduced an audit of the information through site analytics and stakeholder interviews to identify the types of content that we felt were most useful and salient to the marketing site. I created a new content matrix once our audit was complete that included images, data, and content modules, and this became our source of record with our vendor agency to ensure that the site went live with exactly the information we needed.