Case Study
Valuecraft — Creating Digital Products to Capitalize on Intellectual Property
The Challenge:
Valuecraft, a startup in the highly competitive marketing agency space, wanted to start selling digital products on their website. With no clear direction on how to capitalize on their intellectual property Uptick was enlisted to productize their services, create a branded website and produce an explainer video detailing what they do and how they do it.
The Great Digital Product Overhaul
It seems that everywhere you look a new Marketing agency appears. In this hyper competitive space not a lot of agencies succeed and even fewer make the leap from providing a service to selling a productized service.
Valuecraft had a whole slew of reports they were produce for their clients. The problem was that there was no clear value proposition for any of them and a lot of reports that did not sell.
Through customer interviews and market analysis it became clear to Uptick that there was an opportunity to combine many of these reports into one. Additionally, there was a huge gap in the market for easily understandable, actionable marketing insight that you could actually bring along to presentations — pre-designed data and insights.
The challenge became: 1: To convince the leadership of Valuecraft that this was the path to go, 2: To templetize an asset that could be sold many times with minimal customization, but to still have it represent the brand and identity of the business being audited.
Consolidating Reports and Building Templates
A template was built as an MVP to pressure test the limits of the solution and to get buy-in from leadership. After a few iterations and presentations we landed on a format that both Uptick and Valuecraft could be proud of.
Templates that let Valuecraft communicate their expertise and insights in the most engaging way — instantly differentiating them from boring technical SEO agencies and marketing companies.
Building the Website
From the explorations that had been done for the reports a clear image of a new Valuecraft started to emerge. Built with a focus on clarity and a distancing from lengthy boring excel sheets we constructed a new brand system and website with accompanying Explainer video.
Sales pages for each of the new products were written, designed and produced. Ready for continuous AB testing to ensure we keep testing towards the highest conversion rates possible.
Producing the Video
From conversations with leadership and an extensive amount of customer interviews a storyboard and voiceover script was built. With the help of a very talented voice over artist the stage was set for Uptick to create and animate all the scenes that make up the Valuecraft manifesto: “How to have a better business”
