Pathfinder
- [ Client ] Pathfinder Group
- [ Categories ] Social Media, Brand Strategy
- [ Year ] 2021
- [ Status ] Completed
The Problem
Pathfinder Group ran nine interconnected service lines and nobody outside the company understood any of them. Their social media was fragmented, their messaging was inconsistent, and their narrative was pulling in nine different directions at once. They were a business with genuine depth and capability that looked, from the outside, like organised confusion. Every marketing rupee they spent was working against itself.
Strategy & Flow
The brief wasn't creative but rather it was diagnostic. Before a single piece of content was produced, we mapped every service line and identified the single thread connecting all nine. The strategy had three clear steps.
01
Simplifying Story
Simplify the story. One overarching narrative that made all nine services feel like parts of a deliberate whole rather than a disconnected menu.
02
Building Framework
Build a communication framework that could flex across platforms without losing coherence of the story in different formats.
03
Deployment
Deploy the new messaging across social media with a content calendar that reinforced the single narrative consistently over 90 days.
The Result
$100,000 in new business generated within 90 days of deploying the new communication strategy. Not from a bigger budget. Not from more content. From a clearer story.
