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Taking Rebranding a Step Further
The American Massage Therapy Association
The challenge:
The American Massage Therapy Association (AMTA) was in the process of an exciting rebranding. An outside marketing firm had taken their extensive list of member
benefits, and grouped them into three marketing pillars. In the process of incorporating these pillars into existing marketing pieces, the text had become disjointed.
When the new pieces went out for review, the response was less than they had hoped for. Some of the reviewers even tried rewriting the text themselves. The
challenge was to create a new voice for the association that: highlighted the new pillars, brought a much-needed friendliness and warmth, but yet communicated the
professionalism of the organization.
The solution:
AMTA called on Robin Weidner Copywriting and Consulting to help them create a voice that made a connection and earned the trust of their members. Through going to
newsgroups, Robin started by finding the voice of members excited about their membership. She then went to the websites of competitors to understand the unique
marketing challenges the association was facing, and in the process help identify what differentiated them from their competitors. Through listening, research, and a
collaborative process, Robin honed in on a new voice for the association that she applied across a number of printed and e-communications.
The results:
When the new rewritten materials were sent out for review, the response was overwhelmingly favorable. What’s more, this new voice has now been translated into all
kinds of mediums including e-mails, membership drives, member kits, phone scripts, direct mail, and more, that really make a connection.
“Robin touched on a style of communication that really connects with our members. I was so impressed that she took time to research our organization and members,
as well as the competition, before starting any work. Her ideas and suggestions are right on. Robin is very professional and thorough in all of her work, and it shows!”
Michelle Wolf, Marketing Manager, AMTA
Learn more about the American Massage Therapy Association at www.amtamassage.org.
Career Rebranding
From Ministry to Medical Sales
The problem:
Margaret Isenberg had already made one career jump. After 20 years of serving alongside her husband in the full-time ministry, she started selling Real Estate with
remarkable success. But Real Estate wasn’t her passion. With her father and brother both doctors, experience working in medical offices, and having juggled her
part time work in Real Estate with work as a sleep technician, she believed her real calling was medical sales. Not only did she need a resume that better showed
her aptitude for the medical field and for sales, she needed to know how to sell herself.
The solution:
Robin reviewed Margaret’s resume and gave her an assignment to help her compile her skills, abilities and interests. While Margaret was working on that, Robin researched
what makes a pharmaceutical sales resume compelling from the hirer’s perspective. After a virtual interview exploring Margaret’s skill sets, Robin crafted a resume that
brought Margaret’s aptitude for medical sales into focus. Margaret learned which skills to highlight to interviewers, how to hone on the problems and concerns that her
interviewer brought to the table, and to propose solutions to meet those concerns.
The results:
Margaret landed a lucrative position selling equipment and supplies to sleep labs on the first try. Her interviewer commented on how strong Margaret’s resume was.
By learning how to sell herself, Margaret was able to convey to her new company how she could sell for them.
“Robin was so helpful in pulling together a great resume for me. From our first interview she was able to combine my previous job experiences and talents into an
impressive resume which highlighted my strengths and showed what I was capable of doing both now and in the future for a potential employer. The format was so
impressive that in one of my interviews the employer commented on what a great resume I had! After applying for several jobs with my old resume and not even a
call back, I was able to land a sales job in the healthcare field after the first interview with my new resume! I highly recommend Robin for your resume needs. Not
only is she very good at communicating who you are professionally, she is also very reliable and quick in her turnaround to help you.”
Margaret Isenberg, Marketing Representative, Total Sleep Diagnostics
Robin Weidner, Marketing Copywriter
Robin Weidner Copywriting & Consulting
rwcopywriting@comcast.net
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