Scale — Case Study

The Problem

Positioning is easy to write. Showing up is the hard part.

Messaging and strategy are easy to leave in a slide deck. The harder problem is getting that same thinking into the specific moments where an account manager, a rep, or a booth conversation actually needs it, built for that moment instead of repurposed from something else.

What I Did

Four ways strategy reached the floor.

Different accounts, different formats, same test: did this actually make it into the room it was built for.

01

Account-Specific Enablement

Worked directly with the account manager, property managers, and internal marketing and branding teams for Quore's largest account to build content using their branding and their own operational templates. Led a writer and a designer through scripts and assets for that account's internal marketplace ads, conference ads, and product demos.

02

Protocol-Specific Training

Produced refresh training walking hotel managers through that same account's own cleaning and inspection protocols, built to match how the product was actually used at their properties rather than a generic walkthrough.

03

Trade Show Presence

Designed a 10 by 20 foot booth for HITEC 2023 in Toronto, built around a stat panel of customer proof points and messaging tied to the product's core categories, and handled on-site staging myself.

04

Audience-Specific Activation

Took the persona campaign built for Systems and cut audience-specific versions for individual trade shows and partner associations, so the same underlying message could run correctly tailored in front of different audiences without being rebuilt each time.

Selected Work

Where the strategy actually showed up.

One piece, told in full, backed by the booth it was designed alongside and a look at it in use.

Built for a UK audience at an IHG conference, working directly with IHG's own marketing and branding teams to adapt their branding into a piece with more production polish than most of the account's other ads, the strongest single asset to come out of this account.

// IHG UK Ad

3D render of the 10 by 20 foot HITEC 2023 booth design, Concept 002, featuring the Toronto skyline motif and a stat panel of customer proof points

// HITEC 2023 booth design (concept render, one of three), and the finished booth in use, captured and posted to Instagram

Also part of this account's work: refresh training built around IHG's own "Way of Clean" and "Way of Inspections" protocols, an audience-specific trade show loop cut for the AAHOA hotel owners' association, and the Cleanings Plus launch ad tying creative directly to a paid feature release. The persona campaign built for Systems was also pulled into IHG-facing trade show use under a different cut, and became the best-performing video on the channel.

Reflection

Good enablement content doesn't sit in a folder. It shows up in the rep's hand at the moment they need it, tailored to the account they're standing in front of.