“Why deal with unnecessary hassle at your service desk — if you don’t have to?”

That was the core of a campaign that helped TOPdesk truly connect with the elderly care sector.

With a sharply defined target audience, based on internal conversations, I developed a complete marketing approach.

I secured budget for a research report, coordinated the concept and safeguarded both visual direction and tone of voice. Alongside online materials, I created trade show communications and a presentation script.

Result: recognition, relevance and qualified leads in exactly the market where we aimed to grow.

From broad messaging to focused impact.