WORKRISE
OPPORTUNITY
Workrise (formally RigUp) was founded to help make life easier for oil and gas workers to connect with clients and vice versa. The company picked up steam and investors noticed. They were able to raise significant Series D and E funds in short succession and were esteemed as Austin's latest tech unicorn. Their tremendous success helped to expand their business across multiple verticals and prompted a rebrand to Workrise in February 2021. With a newly minted brand, we partnered to build brand awareness and establish the marketing infrastructure to scale long-term
APPROACH
- Secured executive alignment for a long-term brand awareness strategy to support the company's goal to put 1M skilled laborers to work by 2030. This set the trajectory for near-term plans, including building the capabilities and infrastructure to scale.
- Launched a Brand Campaign Pilot in 4 prioritized markets to test media vehicle performance and establish baselines for future campaigns (diagram illustrates the pilot's media vehicles in action).
- Led creative and media agency RFP processes resulting in successfully onboarding H&L Partners and Los York as agencies of record.
- Established the company's brand measurement strategy - implementing an annual brand survey, onboarding media monitoring capabilities and launching a cross-functional quarterly brand health report.
RESULTS
The Brand Campaign Pilot successfully drove top of mind awareness, organic traffic lifts and acted as a 3X lead multiplier in markets where the campaign ran alongside performance marketing tactics.
In partnership with Quadrant Strategies, we established the internal demand and support for ongoing brand tracking. The annual brand tracker and quarterly brand health reports served as instrumental tools to inform business strategies and prioritize tactics across the organization, not just marketing.