Bringing Humor to Healthcare
WireBuzz
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Creative Direction: Copywriting, Graphic Design, Video
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WireBuzz // Creative Direction: Copywriting, Graphic Design, Video //
TLDR: Kasen spearheaded creative inbound content initiatives that enabled a video marketing agency to differentiate itself with clients and talent.
About WireBuzz:
WireBuzz is a video, sales and marketing agency in Scottsdale, AZ. Founded in 2010, their video production and remote sales trainings have accelerated revenue for an impressive roster of enterprise clients including: Boston Scientific, Thermo Fisher Scientific, Exact Sciences, Invitae, Myriad Genetics, LivePerson, Tony Robbins.
The Situation:
Kasen was hired by WireBuzz in August 2020, after a founding member of the executive team decided (after 8 years) to step away. This exit left a critical pair of shoes to fill, especially during a time of heightened economic uncertainty. WireBuzz needed a marketing “swiss army knife” who could readily stabilize their client projects and team.
The Solution:
Being a talented generalist, Kasen was able hit the ground running as a triple threat: senior copywriter, web designer, and head strategist. As he developed relationships with his clients and coworkers, he also found opportunities to go “above and beyond” producing content that showcased the team’s creativity and culture.
“Pivot to Prosper”: Social media music video
Instead of succumbing to pandemic-induced business shutdowns and travel restrictions, WireBuzz shipped camera equipment to clients and key opinion leaders; using StreamYard to capture video remotely. They also provided sales trainings to their clients on how to leverage persona-specific website content and personalized video tools like VidYard in lieu of in-person access to prospects. By pivoting to “remote-first” — and helping their clients pivot as well — WireBuzz was prospering like never before.
Kasen wrote “Pivot to Prosper” (aka WireBuzz’s theme song) in September 2020, (lyrically) inspired by WireBuzz’s methodologies and recognition as one of Inc5000’s Fastest Growing Private Companies. Shared on LinkedIn, this music video earned a 2021 Muse Creative award for “Best COVID-19 Related Content”.
“Best Friend in growth”: identity & Messaging Refresh
After completing an “agency vision quest” in Q3 2021, WireBuzz decided to refresh its brand identity and voice. Instead of being perceived by clients as a cliché “Trusted Advisor” or “Trusted Partner”, 2022 was the year to become their clients’ “Best Friend in Growth”. It was also the year to differentiate their services from other video production/marketing agencies by recategorizing as a “video smarketing agency”. In Q4, Kasen owned updating WireBuzz’s messaging; plus the scriptwriting, copywriting, design, development, and launch of a new landing page targeting Life Science brands.
In Q1 2022, Kasen collaborated with his righthand Copywriting Manager to develop and execute a “best friend” inspired content calendar. His vision for the WireBuzz blog was to create a healthy mix of entertaining and educational content spanning three pillar categories: 1) Agency Culture, 2) Marketing Education, and 3) Client Appreciation. Kasen further collaborated with his lefthand Head of Operations to relaunch the CEO’s podcast as one that’s inclusive of all agency team members, as to give clients and talent more insight into WireBuzz’s people and processes.
By the end of Q2 2022, Kasen led and managed the publishing of 20+ new podcast episodes and written blogs to the WireBuzz website.
Podcasts:
Blogs:
“Meme Madness”: Account-Based Marketing
Parallel to March Madness 2022, Kasen ideated and executed a “Meme Madness” championship. His motivation was threefold: 1) delight his co-workers, 2) make stressed Life Science professionals smile, and 3) grow specific accounts by offering project to the Final 4.
