About the project
Village is a breakthrough technology that reinvents and simplifies the way gig workers and freelancers are paid by platform companies. By utilizing blockchain infrastructure workers can be compensated and incentivized programmatically. The platform requires companies to configure a simple set of logic rules to govern distribution of payments. It can also manage rewards programs, loyalty points, and even fractional health benefits or company revenue share for different groups of workers, customers, or affiliated businesses contributing to the success of the platform business. It's really powerful and pretty cool.
The work.
The problem is that most people, even those that fit Village's ideal customer profile, don't understand how blockchain infrastructure and affiliated web3 tech works, much less how it will revolutionize business on the internet (why web3 is called web3). I was brought on as the marketing lead, marketer #1, to figure out a way to communicate the power of Village to potential customer businesses and regular folks in an approachable and easily understandable manner.
The breakdown.
Foundational brand development is a process that includes the entire founding team and involves creative work and iteration in several focus areas. For Village, it included:
- Identification of specific terminology that was both clear and easy to understand.
- Determining visual elements that communicated the value and application of the product.
- Long form written content production codfiying our language use and voice to customers.
- Development of a website attractive and understandable by a casual visitor and offered the flexibility for more technical folks to drill down into the specifics.
The results.
In under six months, working with the founding team, we were able to produce:
- A new website with cohesive and understandable copy and a visual lexicon that centered the humanity of the worker and the power of the product.
- An inbound strategy focused on written blog content and a lead generation pipeline linked to a CRM platform.
- A go-to-market package of brand information for public relations which included a brand story, values, detailed product information, mission and vision.
- A set of use case pages on the website that broke down the functionality of the product into easily digestible step by step actions.
If you want more detail about the strategy and approach at Village, shoot me a message. Happy to dive into the nitty gritty!
Project gallery
The most fundamental marketing project is designing the foundational brand elements including an origin story, values, voice, visuals and written language.
Jessica is a talented marketer. Not only does she have a broad range of technical skills across the marketing stack, most impressive is Jessica's ability to take complicated, technical language and communicate it to target audiences in an understandable and clear way. She's an extremely hard worker; direct and pragmatic in her approach. This makes her suited to early stage but she also has the polish and broader skill set to be able to scale.
Alex Calder, Co-Founder and CEO, Village Labs
Jessica consulted with Space Frontier Foundation during lead-up to our annual conference. She jumped in and schooled us all on what professional marketing looked like in this modern age. We all were extremely impressed. She suggested an entirely new social strategy (which we quickly adopted), suggested appropriate tasks for each of our staff positions based on their availability, provided a "plug and play" instruction manual that was easy to follow. We achieved the sales we wanted, and got the impact that we were hoping for (and more). I highly endorse Jessica's work and suggest hiring her without a second thought. You won't be sorry!
James Pura, President and Director, Space Frontier Foundation
Jessica is a keen visionary with an impeccable ability to strategize and execute a vision from beginning to final stages. She is extremely organized and able to stay on task and keep her teams on task to ensure deliverables are finalized on time and on budget. As a project manager, she ensured our goals were met on time despite having multiple contractors to manage and a tight deadline for opening. Her ongoing assistance in the marketing and events components of our business helped establish a solid foundation that has allowed us to grow and succeed as a top business in our region.
Bryce Berryessa, Co-Founder and President, Treehouse
Jessica is inspiring to work with and her perspectives are insightful and informed. Jessica sets extremely high standards for her own work and is always making steady progress toward organizational goals. She is excellent at offering consistent support, mentorship, and encouragement. Jessica has the ability to create a master plan and lay out a strategy with detailed action items customized for everyone to accomplish efficiently and prevent the team from becoming overwhelmed.
Wendy Christensen, General Manager, Ten15 Inc.
I've been thoroughly impressed with Jessica and have enjoyed working with her immensely. She has wide knowledge of the digital space, and can advise, plan and execute on strategies quickly and effectively. She's shown huge initiative and enthusiasm working with CitizenShipper and is continually adding value to our product. She has excellent management skills, and is highly creative. I highly recommend her without reservation.