The Challenge

Homebase had high ambitions to become the voice for small businesses across the US, but a lack of coherent brand storytelling, ineffective use of data, and a formulaic, reactive program led to a disenchanted leadership team and brand recognition that lagged behind its commercial success, with only a handful of media coverage pieces by late 2022.

The Solution

In early conversations, we learned they had a wealth of near real-time data that highlighted the health, challenges, and prosperity of the small business sector, along with a very active community of customers who provided us with valuable quantitative and qualitative insights. We mined that data to engage in trending news, positioning our passionate CEO as a champion for small businesses, and during the summer, we analyzed payroll and timesheet data from regions impacted by extreme weather to correlate the negative impact of high temperatures on businesses, hourly workers, and the communities they served.

The Result

Homebase saw over 50 pieces of coverage, including a citation by The World Economic Forum featuring their data and key messaging, a 112% increase in quality coverage (from 26% in Q4 2022 to 55% in Q2 2023), with more than a quarter of these pieces including backlinks to drive site traffic, an average domain authority of 72, and a significant brand uplift with a 10% increase in customers believing Homebase helps them stay ahead of the curve.

Supplementary Material

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