Red Thread

This company partners with architects, business owners, and commercial realtors in translating the latest workplace research into tailored solutions, providing seamlessly integrated furniture, architectural systems and technology.

The need to update the company’s 10 year old website ultimately became a catalyst for a shift to create a modern digital marketing engine. Updating the website to a content rich CMS platform set the foundation for both the traditional and digital marketing efforts that followed. In tandem, several initiatives were launched internally that supported the company’s growth and transition including a social intranet. Marketing assets shifted from product-based brochures to information rich resources and thought leadership that allowed sales to become valued partners. Focusing on workplace issues moved the dialog from product and price, to concepts centered around engagement, retention, productivity, and wellness—positioning the sales team as a valuable asset able to help facilitate organizational change.