Content Strategy & Creative Case Study — TriNet
Helping a global HR services company create distinct messaging and content for a range of product offerings.
How it started
TriNet had a great product and lots of wind at their backs, but after an acquisition and an impending replatform, they had an important goal – they wanted a new CX modeled to integrate their multiple brands and maximize engagement.
The CX work held an opportunity to help TriNet understand and forge relationships with the new customers acquired through its acquisition, while maintaining its trusted relationship with existing customers who may be confused by a bevy of new offerings.
Our proposal? Discover what its current and prospective audiences might expect and need in order for TriNet to build trust, ensure continued growth with existing customers, and set the brand up to court prospective customers for its combined offerings.
What we did
Program 11 set out to define Relationship Opportunities for TriNet. We first performed a competitive analysis to uncover the white space to reach decision-makers in HR. We then conducted qualitative and quantitative audience research to design psychographic personas.
Our a-ha moment? The data-driven personas we landed on weren’t simply defined by how large the business was, but by a business “maturity stage.” This approach informed new messaging frameworks we created for each audience segment.
Within an aggressive timeline, we developed a content roadmap and brought it to life in partnership with the UX team. We designed briefs for the main website pages that included navigation, layout, content blocks, character counts, and audience insights. We then crafted the copy itself, and worked closely with the TriNet team to ensure key messages were woven throughout the site.
How it’s going
The newly updated TriNet site saw a 200% increase in visitors within 60 days of launch.
With the success of our content strategy, we were then tapped to produce a suite of persuasive videos for decision-makers who may be asking, “Why TriNet? Is it for me?” The four explainers we scripted and developed went beyond “How to” and truly captured the spirit, energy, and impact of the TriNet solution. These videos – along with content identified in our strategy – are now widely used as inbound marketing tools.
Through thoughtful audience research, strategy, and content, TriNet has successfully cemented its place in the “high trust, high need” quadrant with both current and potential customers.
“Our traffic is more than the sum of the two sites prior. It’s performing better than any expectations. You were all so instrumental in it.” — Head of Product Marketing, TriNet
Your Relationship Opportunity
Every brand has a place in the Relationship Opportunity quadrant.. Where are you, and why?
