Clients & Case Studies

WayPoint Marketing Communications services small- to medium-sized businesses in a variety of industries, including Technology, Manufacturing, Transportation, Retail, Startups and Entrepreneurs, Clean Energy, and Nonprofits.

 

Clients Served

Michigan Science Center_Client Michigan State University_Client ZF_Client     Harbour Results_Client    Ancor_Client    CDH Logo_Client

 

Case Studies

Redefining Recruiting

Client
DENSO

Key Services
Strategy Development, Content Planning

The Challenge
DENSO, one of the largest global automotive suppliers, looked to WayPoint to help revamp their recruiting efforts with a streamlined strategy and refreshed marketing materials. DENSO’s top challenge was differentiating themselves from the hundreds of other automotive organizations, all looking to hire similar candidates.

Our Approach
WayPoint worked with a cross-functional team made up of communications, human resources and engineering experts, along with new hires, to create several marketing pieces to assist with recruiting efforts.

To understand the process that candidates take when looking for a job, we sat down with new hires and picked their brains to learn why they chose DENSO. It was critical that we became educated about DENSO’s selling points and what current materials were resonating best with potential candidates.

Our team went on to develop a set of strategy documents that included key talking points for recruiters and a communications timeline for recruiting events.

From there, we established customizable templates for each business unit location. These allowed each business unit to have location-specific content in the recruiting materials, while still meeting corporate design guidelines and working to create a uniform campaign.

Recruiting is an on-going process. We prepared DENSO’s team with a set of recommendations that involved a high-touch approach to working with local universities and colleges. These future recommendations have equipped DENSO with a plan to continue their strong recruiting efforts.

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Using Thought Leadership to Acquire New Business

Client
Ricardo

Key Services
Content Planning

The Challenge
Ricardo, a global engineering consultant, needed to help their sales team sell the value of Ricardo solutions and services to potential clients. With quickly approaching Tech Day events, their top challenge was finding ways to differentiate Ricardo and highlight their diverse portfolio of offerings. Ricardo’s team looked to WayPoint to help develop technical posters and case studies for several service areas.

Our Approach
WayPoint worked closely with Ricardo’s marketing and sales teams, as well as subject matter experts, to create several marketing pieces that illustrate Ricardo’s capabilities and key offerings.

Through the use of technical posters and case studies, WayPoint positioned Ricardo as a thought leader in the industry and demonstrated their superior expertise in a number of service areas.

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Creating a Sound Media Relations Strategy

Client
Detroit/Wayne County Port Authority

Key Services
Strategy Development, Content Planning, Media Relations, Social Media

The Challenge
The Detroit/Wayne County Port Authority, a government agency that works to advance southeast Michigan’s maritime industry, needed help raising awareness of its activities and educating metro Detroit on the resources it has available.

Our Approach
WayPoint partnered with the Port Authority to leverage strategic marketing communications activities focused on establishing a strong media relations foundation and defining the Port Authority’s messaging. Our team knew that education was a critical component of this plan and educating the media on what the Port Authority does would be the biggest hurdle.

The first deliverable involved developing consistent and clear messages, which are the building blocks of every good communications campaign. Through an interactive messaging exercise, we identified key messages that resonated with our defined target audiences and integrated them with existing messages.

With consistent messaging in place, our team worked to achieve positive media coverage for the Port Authority through a multi-pronged approach. Focused on media relations fundamentals, WayPoint developed a media list, engaging and informative fact sheets, and social sharing opportunities.

All of these activities were building blocks for our main media relations focus: a media trip down the Detroit River. Our team identified key media and invited them to visit and learn more about the importance of shipping and the ports. During the trip, influential media contacts learned about the river and ports firsthand while the Port Authority was able to effectively communicate its core messaging.

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Connecting People

Client
DENSO

Key Services
Strategy Development, Content Planning, Execution

The Challenge
DENSO, one of the largest global automotive suppliers, was implementing a new system called “Work Innovation” (WI) that streamlined their new product introduction process. Although this implementation occurred in phases, DENSO was faced with a major hurdle: getting an entire organization to adopt a new system and ways of working. DENSO’s team looked to WayPoint to help develop an effective internal communications strategy.

Our Approach
Working directly with DENSO’s communications and engineering teams, we developed a phased approach to implement WI. We knew changing the mindset of the team and educating them on what WI is and its benefits was necessary. Our team started by introducing the basics and developing a “toolbox” – an all-encompassing set of materials that included key messages, best practices and FAQs. This toolbox served as the foundation for the strategy.

WayPoint developed a high-touch editorial calendar that used multiple channels – email, internal newsletters, digital media, SharePoint and more. Having constant contact with the leadership team and all associates was critical in the adoption process.

The visual identity of WI was also crucial for a successful implementation. Having recognizable and consistent branding on all materials was necessary, and that started with developing a logo. WayPoint also repurposed content-dense material into visually appealing infographics and newsletters.

The Results
The goal of WI was to streamline processes and better connect DENSO associates to each other and their projects. By developing a strategic communication approach, WayPoint was able to educate and connect DENSO to WI and assist in a successful adoption. In addition, WayPoint provided DENSO with an action plan for future communications efforts to ensure WI was top of mind for all associates.

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Ready to attract new business, grow current customers and appeal to potential employees or investors? Let WayPoint help you navigate the way to successful, effective marketing communications.