It doesn’t matter how cool and timely your tactics are if they aren’t sending the right message.

How should you talk about your brand, product or internal initiative to drive your goals? Who’s your audience? What’s in it for them? What’s the big idea?

Smart strategy makes communication meaningful — to your audience and your bottom line. So we help you answer these kinds of questions and capture the insights in a messaging playbook, serving as a key reference document for your brand, product campaign, organizational change or other initiative. No need to reinvent the wheel for each communication.

And strategic messaging isn’t just for customers. We help you turn your employees into strategic storytellers and brand advocates. Armed with the right messaging, your employees can become walking, talking billboards for your communications initiative.

Messaging projects may involve:

  • Stakeholder research
  • Target audience analysis
  • Competitor research
  • Value proposition
  • Key messages and supporting messages
  • Creative themes

Beyond bullet points

With the right approach, you can get your messaging out of the clouds — and into the right level of detail to make your story meaningful.

A bridge between product management and marcom

We help marketing communication teams translate product strategy into sharp messaging and positioning.

User-friendly framework

Our messaging documents are so practical that some companies make them a standard part of their process for launching products and communicating change.

We help you communicate your messages through award-winning writing and design.

Need content for a campaign?
Need tradeshow materials for a product launch?
Need an employee publication or executive speech?
Need it yesterday?

We can help in areas like:

  • Marketing and advertising
  • Content marketing
  • Executive presentations
  • White papers and thought leadership
  • Publications and reports
  • Ghostwriting
  • Talking points
  • Case studies
  • Video scripts

“Cason Lane provides writing and communications counsel that rival many of the agencies I’ve worked with — without any of the hassle. His approach is user-friendly, streamlined and strategic.”

—Director, global marketing

“Working with Cason Lane was the easiest part of our convention. He worked with me as a partner and helped us craft speeches that were very well received by both the audience and the speakers.”

—Manager, franchisee communications

Want to research your audience? Refine your value proposition? Determine a new direction? Measure the effectiveness of a campaign?

Cason Lane conducts qualitative and quantitative research to help you make strategic decisions in marketing, planning, employee communications and more.

Research projects may involve:

  • Interviews
  • Surveys
  • Desktop research
  • Observational research
  • Competitor communications analysis
  • Reporting and recommendations

Voice of the customer

As an equipment manufacturer contemplated a new offering for firefighters, the company retained Cason Lane to interview officials at fire departments. We explored their interest in the offering, along with their brand awareness, perception, purchase habits and more. Based on our research and recommendations, the client was able to make informed, strategic decisions about its product and service pipeline.

Need a sounding board for that thing you’re working on? Looking for guidance on a project? Want a workshop for your team?

Give us a call.

Cason Lane has advised CEOs, CMOs, nonprofit leaders, marketing directors, communications managers and other professionals on topics from day-to-day business challenges to monumental change. All with easy access, straightforward conversation and fast deliverables.

We are also available for workshops, webinars, planning sessions and speaking engagements.