Case Study

The Cramer Institute

A unified new vision for a trusted brand

Client:

The Cramer Institute

The Problem:

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.

Our Role:

Bigwidesky was engaged to help create a united approach for expressing their innovative brand and offerings.

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.

Bigwidesky redesigned and developed The Cramer Institute’s website

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.

Dr. Kathy Cramer on Asset-Based Thinking®

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.

Bigwidesky created an ebook and landing page that engages leaders using Joseph Cambell’s heroic journey framework.

The Cramer Institute’s marketing “journey” with Bigwidesky has proven successful with increased traffic to their website, intuitive paths to clear depictions of their products and services, an expressive voice strategically spoken through social media, and a unified brand presence that benefits this legendary organization’s passion for creating evolved and engaged leaders.

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