All work
Systems for professional services
Less labor, more wins.
Retained to define the brand voice, make proposal development more efficient, and build a digital lead funnel.
The tension
NBS handles the entire administrative process for special financing districts, expertise most agencies simply don't have. But its story was hard to find, and every proposal was built by hand.
The move
- Defined one brand voice across every channel: Simplifying administration.
- Directed a website redesign built for search and lead capture.
- Designed, built and implemented SmartDocs, a proposal automation system of reusable content and variables, so the team stopped rebuilding the same answers.
The result
Within six months of launch the site had produced $846K in warm leads, the proposal win rate rose 32%, and a $2,800 investment cut annual labor costs from about $86,000 to $28,000.
From my collaborator
“Michelle assessed the company’s marketing efforts within her first 90 days. That executive-level assessment anchored all marketing improvements, defined priorities and informed four different divisional marketing plans moving forward. She then proceeded to work with each division leader to select the marketing tactics that would best support their different growth objectives. That effort alone established a strategic approach to marketing that we never had before. … The project management focus she demonstrated to successfully manage this ever-moving, multiphase monster while implementing new systems is truly impressive.”
From the work
SmartDocs, the proposal automation I established: client names, contacts and proposal details fill in from reusable variables. Shown with sample data.
Outcomes
- Warm leads in six months
- $846K
- Warm leads in six months
- Proposal win rate
- +32%
- Proposal win rate
- Annual labor cost, down from $86K
- $28K
- Annual labor cost, down from $86K
Next case study
Seeing it from their side.