From Strategy to Impact: How Totem Solutions Strengthened Its Market Position
Content Strategy + Implementation | Copywriting | Marketing Strategy + Implementation
THE CLIENT
Totem Solutions, headquartered in Alpharetta, Georgia, has over 40 years of experience in employee benefits consulting and administration. They specialize in delivering high-performance, self-funded health plans that optimize costs, enhance care quality, and offer richer benefits. Totem serves a diverse range of industries, including manufacturing, education, hospitality, and professional services.
Their approach emphasizes evidence-based solutions and personalized services, addressing challenges such as talent recruitment, retention, and effective benefits utilization. Totem is committed to transparency and partnership, providing clients with clear insights into healthcare costs and fostering a people-first culture that prioritizes employee well-being.
THE CHALLENGE
Totem Solutions, a leader in employee benefits consulting, needed a strategic marketing overhaul to better communicate their expertise, attract high-value clients, and enhance their digital presence. While their services were top-tier, their online content, thought leadership, and marketing materials lacked cohesion and impact.
OUR APPROACH
Since November 2021, we worked alongside Totem Solutions to refine and execute a data-driven marketing strategy across multiple channels. Our engagement focused on:
Content Marketing Strategy: Conducting a comprehensive audit followed by the implementation of an optimized content plan.
Web Copy: Developing compelling, conversion-focused website messaging (without web design or development) to clarify Totem’s value proposition.
LinkedIn Thought Leadership: Personal branding and content strategy for key executives to enhance their influence within the HR and benefits space.
Case Study Library: Curating and creating case studies that showcased Totem’s client successes and industry expertise.
Email Marketing Segmentation Strategy & Implementation: Ensuring the right messages reached the right audience to improve engagement and conversion.
Press Release Writing: Crafting announcements that gained traction and visibility within industry publications.
Association & Partner Marketing Strategy: Leveraging partnerships to extend Totem’s reach and credibility.
RFP, Proposal & Presentation Creation: Enhancing their sales process with polished, persuasive materials.
THE RESULTS
Our strategic efforts delivered measurable impact:
Website Engagement Growth: Over 29,000 page views and 7,100 active users during the engagement period, with the top pages reflecting strong interest in Totem’s differentiators and solutions.
LinkedIn Growth: Key sales executives saw increases in search appearances (+40%), impressions (+900%), and engagements (+8,600%) after launching a structured thought leadership approach.
Traffic Improvements: Organic search became the dominant source of new users (4.9K), reinforcing the strength of Totem’s content strategy.
Higher Email Performance:
Average Open Rate: 23.4%
Average Click Rate: 0.99%
Average Emails Delivered: 484
Email segmentation and optimized messaging led to better engagement and conversions.
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At Carter House Copy, we specialize in marketing to brokers, employers, and benefits decision-makers. We know how to create messaging that sells and build go-to-market strategies that drive adoption.
If your website isn’t pulling its weight, we can help you identify the gaps, develop a roadmap, and position your brand for scalable growth.
