Notch
Content Development & Media Strategy for a B2B Software Launch During COVID
“Collaborating with Wolf Craft on the launch of my new business, Notch, was transformative.
Nora and Kirsten helped me effectively prepare for media outreach campaigns through extensive market research focused on identifying like-minded executives, similar businesses, and target press outlets.
With assistance from Wolf Craft, I was able to refine our brand messaging to clearly and concisely highlight my company's unique value proposition. Moreover, they have provided a resource for ongoing support as I've continued to independently manage media outreach, content creation and brand positioning.”
— Charlie Miner, Founder + CEO of Notch
Services
Product Launch Strategy
Thought Leadership & Content Strategy
Website Buildout Roadmap
Media Opportunities Evaluation & Press Outreach
Industry
B2B SaaS
Interior Design
Procurement & Operations
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Notch is a modern FF&E procurement platform for multi-location brands and businesses. They help teams build spaces and maintain inventory with easy-to-use planning, specification and purchasing tools.
The Challenge
Develop a content strategy that conveys all Notch does without overwhelming the reader.
Notch’s story is a complex one to tell. It’s a project management, interior design, and business expansion tool all rolled into one. And it was launched during the height of the COVID pandemic.
The Goal
Build brand awareness with media features, CEO thought leadership, and clear concise storytelling.
We were tasked with contextualizing Notch’s launch within the landscape of COVID, specifically, accelerated digital transformation and how the platform helps clients plan for future agility.
Our Solution
Execute a PR plan for the launch. Then, create a strategy for website buildout, blog development, and thought leadership.
Our approach addressed four key areas:
1. Address how Notch meets this moment, the ‘new normal’
Built and tested in 2018/2019, Notch’s CEO never imagined he would be launching during such an uncertain time. Given this ‘new normal’, we did an in-depth review of topical news, specifically the relationship between technology and COVID.
2. Position Notch speak to their target audiences effectively
Notch supports many industries—real estate, hospitality, retail, office, and small business. To build an effective content and PR strategy, we did a deep dive into trade publications and SaaS platforms with a similar client base.
Using this research, we developed industry-specific story angles to pitch dozens of trade publications. We also created a roadmap for future industry-specific website pages.
3. Describe how Notch fits into the B2B Software Landscape
Notch sits at the intersection of traditional specification writing tools used by interior design firms, BIM software for construction, and cloud-based operational tech for supply chain and project management.
We reviewed how industry leaders and SaaS companies across these areas effectively tell the story of their products. This research was fundamental to develop clear, specific language about what Notch does and how their product fits into a larger landscape of SaaS platforms.
4. Highlight Notch’s key differentiators
We examined competitor products to clearly articulate how Notch serves clients in a better, more efficient way.
Although Notch's client base is wide the platform addresses a common need. It was built specifically for multi-location projects—from a growing mom-and-pop franchise to a national real estate company to a medium-sized insurance agency consolidating spaces. Notch helps users to easily “turnkey” open standard location types by creating templates with pre-populated product data, project timelines, and notes on best practices.
The second key differentiator is Notch’s ‘day two’ capability. Software built for design firms all end at occupation. Notch goes on to additionally support long-term asset management. On 'day two', when a location opens, a detailed database of products (created during the procurement process) is handed over to owners or property management teams.
“I would recommend Wolf Craft for any entrepreneur, executive or business looking to develop critical tools for an effective communications strategy.
They are an essential partner who will deliver meaningful, lasting results.”
— Charlie Miner, Founder + CEO of Notch
Results
1. Clear, specific copy that describes exactly what Notch does
Before
After
2. Press placements in top industry publications
Read more
3. Comprehensive and high-impact content strategy, including:
Language Database
A detailed language database of best practices, key themes, and clear descriptive copy as a resource for all future content.
Website Best-in-Show Archive
Visual, searchable resource of webpage examples, including—feature descriptions, industry reports, in-depth how tos, integrations, product videos, webinars, industry-specific pages, etc.
Case Study Roadmap
Detailed outline of case study strategies, including language, assets, layout, and content with specific examples of best practices and learnings.
Blog Strategy
Individual outlines for fifteen posts with short descriptions and examples. Topics included: Growth of Project Management Tech in Construction & FF&E industries; How to Choose the Best Procurement Software; and Why Email and Excel Don’t Work for Multi-site Procurement.
CEO Thought Leadership
Strategy to position Notch’s CEO, Charlie Miner, as a thought leader in the design and technology space.
Let’s work together
We’ve helped businesses that work in design and the built world tell stories for growth. Tell us a bit about your company and what you’re looking for.
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