How We Helped Josie Rebrand, Go-to-Market, and Reach More Parents
GTM Strategy | Brand Identity + Brand Messaging | Web Design + Development | Content Strategy
THE CLIENT
Josie helps working parents navigate the messy, beautiful intersection of career and parenthood. They’ve spent years supporting companies through their B2B coaching and content, but they were ready to take their impact even further—direct to consumers.
That’s where we came in.
THE CHALLENGE
Going from a B2B powerhouse to a D2C player isn’t just about flipping a switch. Josie needed:
A brand that visually and verbally resonated with millennial and Gen Z parents—because the same messaging that speaks to HR leaders isn’t necessarily what grabs exhausted, career-driven parents scrolling at midnight.
A strategic website built to convert—because first impressions (and frictionless user experiences) matter.
A go-to-market strategy that didn’t just introduce D2C coaching, but made it the solution modern parents didn’t know they needed.
A content and paid search strategy that would actually drive traffic and conversions.
THE PROCESS
This wasn’t a “slap a new logo on it and call it a day” situation. We took Josie through a deep strategic overhaul—starting with a rock-solid game plan.
Step 1: The Big Dig
Before we touched a single pixel or wrote a single line of copy, we put Josie through The Big Dig—our deep-dive discovery process that unearths exactly what a brand needs to grow and win. We tore through:
Audience research: What do millennial and Gen Z parents actually want from a coaching brand?
Competitive analysis: What’s working (or not) in the space?
Brand positioning: Where does Josie fit—and how do we make them the obvious choice?
Messaging framework: How do we speak to parents and HR buyers in a way that converts?
Step 2: A 30-60-90 Day GTM Strategy That Actually Works
With the insights from The Big Dig, we built Josie a 30-60-90 day go-to-market (GTM) strategy that outlined exactly how to take their D2C coaching offer from concept to traction. This included:
Positioning & Messaging: How to communicate their offer in a way that lands.
SEO + Content Strategy: A plan to organically pull in their ideal audience (and rank for the right keywords).
Paid Search Strategy: How to drive conversions from day one.
Marketing & Sales Funnel: The exact path users should take from first touchpoint to booked coaching session.
Step 3: A Brand That Speaks to Parents ( + Is Heard By Them Too)
With Gen Z and millennial parents as the target, we overhauled the brand with:
A fresh, approachable visual identity—modern, vibrant, and unmistakably for parents.
A messaging refresh that ditched the corporate-speak and leaned into empathy, clarity, and real-life parenting moments.
Rebranded client-facing materials for both HR buyers (B2B) and consumers (D2C), ensuring that every touchpoint—whether in a sales pitch or a social ad—felt cohesive, compelling, and conversion-ready.
Step 4: A Website That Works Harder
A pretty site is great. A strategic site that guides parents seamlessly from intrigued to invested? Even better. We built a custom framework designed for conversion, with:
Intuitive navigation (because parents don’t have time to hunt for answers).
Clear, compelling content that speaks to their struggles and solutions.
A user experience that makes taking the next step (whether that’s learning more, booking a call, or signing up) feel effortless.
Step 5: A Traffic-Driving Game Plan
A new brand and website doesn’t mean much without a strategy to get the right people there. To make sure Josie’s D2C launch actually landed, we:
Launched their SEO content calendar, ensuring they rank for high-intent search terms (more on that in the results).
Built and ran their paid search campaigns to drive conversions from day one.
THE SOLUTION
After weeks of work, we handed over a fully rebranded, strategically optimized Josie—ready to show up, stand out, and start making waves in the D2C space.
The Big Dig: A deep-dive discovery that clarified exactly how to position and market their D2C coaching offer.
30-60-90 Day GTM Strategy: A roadmap for how to take their new offer to market—and make it stick.
New Branding: A fresh, modern identity that feels human, not too corporate.
Refined Messaging: Copy that speaks directly to parents—clear, compelling, and community-driven.
Rebranded Client Materials: Polished, purpose-driven assets that resonate with both HR buyers and consumers.
A High-Impact Website: Custom-built with a strategic framework, ensuring the right people land on the right pages and take the right actions.
Traffic + Conversion Strategy: A dialed-in SEO and paid search approach to attract and convert the right audience.
THE RESULTS
Since launching the new site on September 13, 2024, Josie has seen:
📈 1.09K total clicks and 68.5K total impressions in search results, with an upward trend in visibility.
📊 4.7K active users (+122.7% increase) and 27K event actions (+83.5%) since launch.
🔍 Organic search traffic up 56.1%—showing that the new messaging and SEO strategy are working.
🚀 Direct traffic increased by 53.7%, signaling stronger brand awareness.
📣 Paid search campaigns drove 1.2K sessions, highlighting demand for Josie’s offerings.
💡 Coaching & Content pages leading the way, with 2.7K page views, proving parents are actively seeking support.
