The Challenge:
- Replace an impossible-to-pronounce company name
- This was a discussion for several years before I joined the company. I finally took on the task.
- Generate buzz
- Create consistent messaging content
The Answer:
After lots of research and discussion, my team and I selected 42Chat. There is a backstory to the number, and it’s a story that can be told in multiple formats. (Read linked article for that story.) I worked with a graphic designer and HubSpot developer to execute a strategy for a relaunch that included thousands of words of content.
LinkedIn Article – to give the CEO a story to tell and authority, ghost-written in his voice
Press Release – for SEO backlinks
Blog post – for sharing with our subscribers
Email announcement – to act as a large touch of our database
Lots and lots of social media
New logo
Updating every piece of collateral we use
Ultimately, the name change went very smoothly, generated millions of views, and garnered several press interviews requested after reading the content. A name change is a massive undertaking, and the smoothness of the roll-out was a major company victory.
Sarah McMullin 