discovery + research / brand strategy / positioning / messaging development / audience persona development / refreshed visual identity / website design + development / social + digital advertising / tv advertising / content strategy / social media strategy + management / tradeshow displays / integrated marketing campaigns

A revered local, family-owned small business dedicated to its community, its employees, and its clients. With intense competition from national brands, low brand recognition throughout Maine, and inconsistent, confusing visual and verbal identities, Payroll Management needed strategy and thoughtful execution. 

Find the thing the national brands can’t offer. We talked with the team and with clients, dug into values, purpose, and differentiators, and crafted messaging that reflects who this company is and how it does business. A visual identity that had not changed in decades got a refresh, and a new website gave it somewhere to live. Everything reinforced the people behind payroll: the personalized service, the local, family-owned feel. Along the way we defined and honed the target market, so PMI could reach the small businesses that want exactly that.

Payroll Management and Warp + Weft have worked together on marketing strategy and support ever since. The most recent campaign pushed their tagline, “Real people. Really great service.,” all the way to its logical end: no chatbots, no AI, no phone trees. Call Payroll Management and a person picks up. In a market racing to automate the human out of customer service, that’s a differentiator worth making noise about, and it’s the same truth we found at the beginning of this relationship, just told for a new moment.