Inside Cinema connects its message to the core needs of its customer base.

Copywriting for B2B services company Inside Cinema captures the spirit of its creative organizational consulting business, while communicating its business value proposition in an efficient, easy-to-understand and compelling way.

Overview

Client : Inside Cinema
Service : B2B Copywriting
Media : Collateral

We were asked by Inside Cinema, a unique organizational development company located in New York City, to re-evaluate its core marketing messages, and produce marketing copy for its print and downloadable collateral materials based on a new branding and positioning effort.

Challenge

Inside Cinema works with Fortune 500 companies like American Express and Old Navy to help create and manage transformational change within corporate cultures. But communicating the value of their innovative approach and their abstract value proposition proved a challenge.

Existing marketing materials emphasized the specifics of past work, but didn’t clearly communicate the benefits of their offerings to the businesses that might hire them.

Solution

After evaluating the marketing materials of competitive B2B professional services firms in Inside Cinema’s industry, we worked with Inside Cinema to zero in on their unique brand personality and identify the key benefits that differentiated their offerings from those of competitor’s offerings.

We took certain terms featured predominantly in Inside Cinema’s marketing materials and translated them into terms that could be more easily understood in a business context. “Openness” became “Authentic”; “Intuition” became “Engaged” and “Effective”.

Their existing product line was aligned with a matrix of terms used commonly by corporate organizational development managers — such as “team building”, “change management” and “innovation” — enabling Inside Cinema’s target buyer to easily locate their “problem” and align it with Inside Cinema’s solutions.

Testimonial

Her research into the organizational development industry produced truly world-class materials that allow my small company to stand head to head with the largest organizations in the world.

According to Josh Weinstein, Inside Cinema’s founder:

“Hope demonstrated a profound attention to detail and showed a unique ability and willingness to authentically engage with the work to understand the nuances of my business. Her dedication to understanding the distinctive nature of the business went far beyond what I was expecting.

Her research into the organizational development industry to better understand the language and positioning that was needed produced truly world-class materials that allow my small company to stand head to head with the largest organizations in the world.

Her particular dedication to getting it right -– and guiding me through the right balance of letting go of details — resulted in work that I can proudly share with my prospective clients. Given the opportunity, I would definitely work with Hope Foster-Reyes again, and deeply recommend her to others in need of marketing materials.”