Product messaging for a scale-up 📈
Duncan | Strategist & Copywriter
Content Strategist
Brand Strategist
Copywriter
Google Apps
Notion
Zoom
Fountain
Helping a scale-up reach new heights
In 2023-2024, San Francisco-based Fountain retained us to assist with a number of high-value product launches.
The company, which had previously raised a $100 million Series C round, was already a leader in hiring solutions for high-volume frontline workforces (retail, manufacturing, hospitality, healthcare, delivery, etc).
Now they wanted to expand into the worker experience space with a new division created through an acquisition.
From brand architecture to Web copy
Our scope of work included:
Stakeholder consultations with key team members
Brand architecture and key terminology recommendations
How best to structure the new division's product names alongside a growing portfolio of offerings company-wide
Beta customer interviews and product documentation analysis
Product messaging toolkits
Value propositions
Key messaging
Marketing copy for landing page, social and email scripts
Sales enablement deck and pitch scripts
A customer-led approach to messaging
Our work was guided by a resolute focus on the pains and gains customer personas were preoccupied with.
Each customer pain or desired gain was mapped to a specific product benefit, upon which we built key messages and, ultimately, marketing copy.
The key insight that reframed their narrative
You make software for front-line workers, but they aren't your customers...
We need to link benefits for front-line workers to the benefits for buyer personas and the company footing the bill.
Fountain Worker Experience is transforming not only "the way large enterprises value their frontline workers," but also "the way large enterprises derive value from their frontline workers" and the "way buyer persona X is valued and compensated in their individual role."
Launching a new growth center
Below is Web copy for the landing page of their first worker experience product, an onboarding app that addressed many customers' unmet needs post-hire.
Project outcomes
The launch of Fountain Onboard was enthusiastically received and two more products were launched within 6 months, creating significant new product innovation and diversifying revenue flows.
Fountain landed its biggest contract to date as a direct result of these new products.
The Fountain Worker Experience team received increased funding and human resources.
The head of the Fountain Worker Experience unit was made Chief Product Officer of the company at large.
Leadership was so happy with the output that we were asked to help reframe messaging for the entire company.
