CMH
  • Digital Sales Guide

    Content Development
    Creative Director
    Project Management
    Brand Strategy

    When CMH tapped us to build an entire brand content framework around their summer programs for a B2B Summer 21 Sales Guide, it seemed just like our type of Herculean task. In phase one we immersed ourselves in their brand strategy then conducted more than 30 in-depth interviews from CMH team members harvesting content that would allow us to build out an entire brand storytelling framework focused on the travel trade. We crafted in-depth lodge overviews, compelling content about their experiences and helped shape a new strategic direction that emphasized distinction between offerings and competitors. In total, we crafted more than 20,000 words of content during a six-month-deep immersion for the brand.

    For phase two of the Digital Sales Guide project, our shop took the CD and PM reins, orchestrating an all-hands, intensive four-week project by facilitating internal strategy sessions, fast-tracking a content development epic and driving a full website build project to completion. One highlight was penning new positioning statements for each of their areas that captured their essence and differentiation.

    Orchestrated remotely via Zoom and Basecamp—due to the global pandemic—we drove the project forward with their talented internal team, working closely with Marketing Director Julia LoVecchio, Sales Manager Sam Hogg, Editor Alison Jones and Art Director Liam Kerr to create an exceptional tool that helped redefine their brand to the travel industry trade just as the global adventure market became exceptionally more competitive.

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