Case Study
The Cramer Institute
A unified new vision for a trusted brand
The Cramer Institute is an internationally respected team of leadership development professionals serving a wide spectrum of Fortune 100 companies.
The Institute was founded by Kathryn D. Cramer, Ph.D., perhaps best known as the creator of Asset- Based Thinking®. Dr. Cramer was also a pioneering writer, speaker and leadership consultant, and authored nine books, appeared twice on the “Oprah Winfrey Show,” earned an Emmy® award, and published numerous articles for Forbes and Psychology Today.
While Dr. Cramer’s personal brand was undeniably strong, the Institute’s online presence did not accurately portray the comprehensive range of services provided by their accredited team of professionals. Bigwidesky was engaged to help create a united approach for expressing their innovative brand and offerings.
Collaboration with industry peers had always been a hallmark of The Cramer Institute’s process. However, it was quickly becoming clear their multiple partner websites and numerous overlaying social media channels associated with them were diluting the core brand and making it difficult for visitors to their sites to quickly identify service offerings applicable to their specific need.
To help the Institute unpack the issues surrounding brand architecture, user experience and marketing strategy, Bigwidesky employed our proprietary Evaporation™ process.
Then, through Substancing™, we were able to articulate the organization’s purpose, position, mission and vision. With an aligned strategy and clarified substance, we restructured the Institute’s online goals, provided a refined articulation of core services, and created an integrated content marketing strategy for deploying compelling content that would deepen relationships with existing clients and generate new sales opportunities.
With a CRM and automation strategy in place, we consolidated the messaging and content of their websites. Additionally, we developed service videos which are integral to their new site and its dynamic delivery of content. On a parallel course, we executed a strategic social media plan to lead clients and followers to new branded content.
As marquee content to promote Dr. Cramer’s Lead Positive program, Bigwidesky designed and illustrated an ebook titled, “The Leader’s Heroic Journey,” which we used as gated content and promoted through digital ads on social media which resulted in hundreds of new sales leads.
