Tier One People

Tier One People were looking to reposition their brand and increase relevance to their target audience. We did some intensive audience and competitor analysis and came up with a new tagline to position the brand.

End goal: Generate more marketing qualified leads by focusing messaging on relevance and pain points specific to our audience.

Tagline - Before: Problem was that half of clients were not start-ups, and the company provided individual recruiting services only.

Tagline - After: "Delivering Tier One Talent to companies busy creating the future."

Developing the tagline meant defining the service ("Delivering Tier One Talent") and defining the audience ("Companies busy creating the future" — addressing the VUCA pain point).

The resulting web copy addressed the target audience's primary pain point in specific lingo used by that audience.