Redefining more than a brand

The Challenge

In a world turned upside down by the pandemic, a pioneer in workforce solutions planned to emerge with a novel approach to the market and a redefined value proposition to address the ongoing transformation of the workforce. Having focused on its new perspective to navigate the new world of work through true workforce dexterity, Alexander Mann Solutions (now AMS) was looking for an innovative marketing partner to execute and guide the US launch to ensure maximum impact.

The Approach

Announcing a brand refresh is fairly straightforward. Upending the way employers view the workforce requires far more thought. Sparking conversations among the industry’s leading minds and employers required a multi-level approach. The first priority was to position the AMS value proposition to key influencers; the second was to provide AMS teams with the resources to understand the new value proposition and how to share it with clients and prospects. To do that, ClearEdge worked with the AMS team to develop a comprehensive launch plan and created key materials and programs to introduce the ‘new AMS’ and its transformative value proposition to the US marketplace.

Anchoring the plan was the creation of a showcase video, designed to illustrate the potential of “workforce dexterity.” By helping employers envision the possibilities for a more fluid, resilient, diverse and differentiated workforce, AMS creates unprecedented value for clients to prosper both today and tomorrow.

Other resources developed by ClearEdge:

  • Press release and media outreach
  • eBook
  • Complete celebratory package and preview event for industry analysts
  • Communications for clients, prospects, employees, analysts, business partners
  • Commemorative gifts
  • Lead-generation initiatives
  • Feature articles
  • Social media promotional posts

“With the support of ClearEdge, AMS successfully launched both a new brand and redefined value proposition to the US market. They were instrumental in developing a comprehensive brand launch and lead generation plan that generated excitement within the marketplace, as well as within our own internal organization. On top of that, given the extreme timeline we were up against, they remained positive, responsive, and attentive to every detail throughout the process. ”

-Marisa Kacary, Former Managing Director of Brand, Marketing & Communications at AMS

The Results

With a multi-faceted plan executed in multiple markets around the world, ClearEdge put AMS squarely in the spotlight, exactly when and where it wanted to be seen. ClearEdge set the foundation for AMS to unveil its new brand and vision to 20 industry influencers, leading employers and partners across the globe, as well as key industry publications, such as Recruiting Daily, HCM Technology Report, ERE, CPO Rising and more. To complement these efforts and further fill the funnel, ClearEdge seeded the landscape for immediate and ongoing reinforcement of AMS’s value proposition through content syndication that resulted in 464 on-target leads in the US, 143 leads in EMEA and 143 leads in APAC.

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