Industry Report Development

Client:
Itron

Industry:
Utilities

Challenge: 
Quickly develop a compelling report for the first-ever virtual Itron Utility Week (IUW) conference. 

What We Did:

• Developed survey questions for the IUW Advisory Board

• Analyzed responses 

• Drafted executive summary and response summaries

• Selected and edited quotes

• Edited Advisory Board bios for consistency

How We Did It:
We’ve developed white papers, case studies and op-eds for Itron in the past, so we were able to get a quick start on this project. In fact, we were in the middle of developing a white paper on distributed intelligence capabilities when the need arose for a piece of content that could give greater visibility to the Advisory Board for the annual Itron Utility Week conference. Typically, board members, who work at large and small utilities across the U.S., play an active role in the three-day event, which brings together thousands of industry professionals. However, due to the Covid-19 pandemic, the event was taking place virtually for the first time, and Itron wanted to ensure that the Advisory Board’s perspectives were well-represented.

A little over a month before the event, we developed three survey questions with a chronological thread that inherently linked responses to a compelling narrative about the conference’s theme—innovation. By exploring how utilities responded to the pandemic, we also were able to reinforce the timeliness of Itron’s most recent Resourcefulness Report on disaster preparedness. As survey responses trickled in from Advisory Board members, we quickly analyzed them for themes and outstanding quotes. With an eye on our hard deadline, we began drafting, editing and assembling the different parts of the report as soon as we had enough material to do so, adding new pieces as they became available up to the last minute.

Outcomes:
Despite the tight deadline and limited responses from the Advisory Board, we met the deadline, giving Itron’s marketing team enough time to review the content and pass it along to internal graphic designers. Ultimately, the 15-page report was downloaded more than 2,000 times in the weeks surrounding the event and drew praise from Advisory Board members and attendees.

“We were extremely fortunate to have Bart handling our conference Advisory Board report,” said Itron’s Senior Content Marketing Manager, Marc Heimbigner. “Our entire team was busy handling other challenges associated with moving the conference online, so we had very little time to give to this important piece. Bart simply picked it up and took care of it. He knew immediately what we were after and how to pull it together. In fact, the copy he submitted as a first draft was essentially the finished product. Bart’s an absolute pro at what he does and a pleasure to work with. That’s why he’s become our go-to guy over the last few years.”

Book Development & Editing

Client:
InVisionApp

Industry:
Software Design

Challenge:
Support a large and growing online community of designers with high-quality online content.

What We Did:

Provided development and copyediting for a 25,000-word dynamic e-book on enterprise design sprints.

How We Did It:
Building on our experience with other design consultancy clients, we worked closely with author and designer, Richard Banfield. Together we captured lessons and best practices from his experience leading design sprints for clients, as well as numerous interviews he conducted with large enterprises that successfully use the design sprint process.

The first step in our involvement was to develop a concepts outline from the 6,000-word skeleton draft Richard had already drafted. With the ideas plotted, we began identifying holes to be filled and information that needed clarification, anecdotal support or graphic design. We also suggested rearranging chapter subsections to improve the overall flow of the book and even out chapter lengths. Next we supported the author in adding the needed level of detail to elevate the concepts outline to a writing outline.

Once Richard began drafting new copy, we provided both development editing and copyediting in tight succession in an effort to meet a relatively short deadline. The first editorial pass typically offered a mixture of clarifying questions and formatting suggestions, as well as copy edits. Then we reviewed each of Richard’s further revisions for clarity, and offered line edits as needed.

Outcomes:
Enterprise Design Sprints went live as a dynamic e-book on InVision’s DesignBetter.co on September 18, 2018. In the first three months alone, it was viewed more than 20,000 times online and downloaded as an epub 10,000 times.

“Bart is a top-notch editor. He took my very loose start to the Enterprise Design Sprints book and gave it a much-needed overhaul,” said Richard Banfield, author, and CEO of design consultancy, Fresh Tilled Soil. “I’ve told Bart this a few times already, but I’ll say it again, working with him made me a better writer. I’ve already recommended him to one of my clients, which is perhaps the best indication of how I feel about his work.”

“It’s obvious Bart knows the writing process inside and out,” said Aarron Walter, VP of Design Education at InVision. “He guided the development and writing of our Enterprise Design Sprints ebook with the kind of assurance that allowed me and my team to focus on production and promotion without any worries about the text.”

Strategic Communications Planning

Client:
Business & Environment Initiative, Harvard Business School

Industry:
Academia, Sustainability

Challenge:
Move important sustainability research out of academia and into industry practitioner communities where it can be utilized.

What We Did:
Develop customized communications plans for BEI faculty members

How We Did It:
Numerous faculty associated with Harvard Business School’s Business & Environment Initiative aim to communicate their research knowledge not just to students, but also to current industry professionals who can put it to immediate use. In order to recommend customized outreach strategies for these faculty, we began by reviewing their major areas of research and benchmarking their non-academic publishing and social media efforts. With coordination and guidance from BEI staff, we interviewed the faculty regarding their goals, willingness to engage in different outreach tactics, and availability to do so. Next we researched and contacted existing channels, influencers and publications that might be useful in achieving the identified communications goals. From there we outlined an assortment of strategic and tactical options that could be completed with the help of on-campus or contract resources. Following feedback from faculty members and BEI staff, we finalized and documented communications plans that included high-level strategic intentions, as well as tactical details such as media contacts and best practices for social-media engagement.

Outcomes:
Some of the outcomes of this strategic work include an invitation to a new advisory role with a major, multi-stakeholder effort on food waste; invitations to contribute to industry publications and newsletters; industry publication of a feature article about an on-campus workshop; establishment of new on-campus relationships in support of BEI; a new content-development initiative; and others.

“Bart’s knowledge of the sustainability space and media relations was invaluable to this project,” said BEI director, Jennifer Nash. “It’s clear he knows the issues and the playing fields, and this allowed him to get up to speed quickly on our faculty expertise and their varied needs. I was impressed by the clarity he brought to the strategic process. Bart’s also delightful to work with, and I look forward to future projects together.”

Thought Leadership Editorial Support

Client:
Azul Seven

Industry:
Design, Biomimicry

Challenge:
Execute a regular content marketing strategy for a busy, design consultancy.

What We Did:
Provided ongoing, personalized editorial support to a diverse team of thought leaders.

How We Did It:
New Growth Communications began working on Azul Seven’s content marketing initiative after the design and innovation firm had already developed a lead-generation strategy with a digital marketing agency. We came in to assist in producing weekly thought-leadership articles targeting specific buyer personas at different stages of the sales process.

Per the strategy, designers at Azul Seven were responsible for publishing on predetermined topics roughly every six weeks. Each designer had a different level of writing skill and drew on New Growth’s editorial support to varying degrees. For some, we provided a sounding board for ideas and effective outlines around which they began drafting. For two non-native English speakers, we provided the initial drafting as well. For others, we simply stepped in at the copyediting stage to help clarify thoughts and polish presentation.

In short, we met the writers where they were and helped them cross the finish line as efficiently and effectively as possible. Our role also included careful management of shared documents, coordinating with Azul Seven’s marketing project manager and urging writers forward, as needed, with friendly reminders.

Outcomes:
Together we completed dozens of articles and case studies highlighting Azul Seven’s expertise in design thinking, biomimicry, digital healthcare design and numerous other SEO-ready topics. Personalized editorial processes and relationships allowed us to respond flexibly to strategic and scheduling demands. Azul Seven’s visibility and reputation grew as a result of publishing regular, high-quality content and helped to create a significant growth opportunity.

"Working with Bart of New Growth Communications has been a breakthrough for us,” says Azul Seven co-founder and CEO, Lisa Helminiak. “We’ve worked with other writers and editors in the past, but none matched his level of professionalism and talent. From pulling ideas onto the blank page to carefully addressing concerns of voice and language, he’s clearly invested in facilitating our thought leadership and copywriting. Our entire team enjoys working with him and his speed and responsiveness have been critical to the launch of our new website and content marketing efforts. Frankly, I’m not sure how we would produce this much content without him.”