Positioning and messaging foundation for a crowded category
Written directly with the CMO in 2021: vision, mission, value proposition, positioning, USPs, elevator pitch and problem story - one agreed answer to what Workvivo is, who it’s for and why it wins.
Key Results
Positioning foundation
One agreed story
Defined Workvivo’s core positioning, value proposition, USPs, elevator pitch and problem story directly with the CMO.
What we delivered
Positioning, messaging framework and style guide
Built directly with the CMO, creating a shared foundation for marketing, sales and future communications.
What it became
Acquired by Zoom
Workvivo has scaled significantly and is today an industry-leading employee experience platform with millions of users globally. It was acquired by Zoom in 2023.
Role
Product Marketing & Copywriting
Workvivo · Direct with the CMO
The Challenge
A small team in a crowded category
Workvivo is an employee communications platform built to help companies reach, engage and connect their employees.
In 2021, it had a small marketing team and was competing in a crowded market spanning employee communications, engagement and experience.
The team needed to lock in its positioning, key messaging and sales enablement, giving everyone one clear answer to what Workvivo is, the problem it solves and why customers should choose it.
The Solution
Positioning first, then the words that carry it
Collaborated directly with the CMO to write Workvivo’s positioning and product marketing foundation, then extended it into brand story, tone of voice, key messaging and sales enablement in a follow-on project.
Pillar 1
Positioning foundation
Crafted the vision, mission, value proposition, positioning statement, USPs, elevator pitch and problem story.
This gave the growing team one agreed answer to what Workvivo is, who it’s for, the problem it solves and why it wins, a foundation that could be carried consistently across marketing and sales.
Pillar 2
Brand story and tone of voice
Refined the brand story and created tone of voice guidelines, giving the team a consistent way to communicate as more people began producing content and marketing materials.
The goal wasn’t simply a writing style. It was to make sure the positioning held its shape wherever the company showed up.
Pillar 3
Key messaging
Wrote the key messages and differentiators that carried into marketing and sales enablement.
The result was a practical messaging framework the team could use to explain a growing product consistently in a crowded category.
Since the engagement
Workvivo has gone on to become an industry-leading employee experience platform, now serving millions of users around the world.
In 2023, it was acquired by Zoom as part of the company’s expansion into employee experience.
Much of the language and core ideas developed collaboratively in 2021 remain recognisable across Workvivo’s messaging today.
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