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Hi there. I’m Janet Raasch, erstwhile journalist and editor turned content and brand strategist. I live for a good brand challenge — B2B or B2C, I'm all in. Here’s a look at some of my agency work.
Brand Positioning + Websites
B2C Brand Refresh + Website Content
Historic Third Ward
A new website for Milwaukee’s Historic Third Ward to attract more regional visitors to the arts and cultural district started with an imaginative retelling of the Third Ward’s tragic and triumphant past. The Third Ward itself becomes the narrator of the story, with
a voice that is upbeat, modern and all-knowing.
B2B Brand Positioning + Key Messaging
Engel Tool + Forge
Formal branding and identity work for a third-generation manufacturing company focuses on its drive for excellence in all that it does, from engineering to products to customer service. The phrase, performance-minded, shaped key messaging and inspired designers and copy writers in developing the company’s first-ever website.
B2B Website Strategy + Content
Wudeward Urban Forest Products
Website updates designed to create an urgency among architects and designers to specify urban wood products relied heavily on visuals to showcase the beauty of the products in modern spaces. The tone of the copy is educational and collaborative, an invitation to the target audience to be part of something bigger than themselves.
B2C Brand Messaging + Website Content
Milwaukee Youth Arts Center
Milwaukee Youth Arts Center is a special place, but really, it’s just a building. So creating messaging for a new MYAC website meant demonstrating how this place is a catalyst for empowerment, for personal growth and social change. Previous primary research provided the emotional stories from youth and their parents about the impact of MYAC that anchored each section of the website.
B2B Brand Positioning + Messaging + Website Content
Francis Inc.
In bringing together two separate lines of business for the financial services firm, a new tagline, Work Life Money Balance, unifies the company’s services with a message that’s easily to relate to among all types and levels of workers. Through website creative and messaging Francis stands out in a crowded industry.
B2C Positioning + Messaging
Dominican High School
Increasing student enrollment is Goal #1 for this small coed Catholic high school. Uncovering insights on how the student experience is different and better than its all-boys and all-girls schools competitors led to the tagline, Called to Lead. Stats and student testimonials reinforce key messages of academic excellence and a diverse and personalized student experience.
B2B + B2C Website Content
Branigan Inc.
Measuring results in marketing and communications work is often difficult to do. Three recurring themes — energizing brands, uniting audiences and protecting reputations — demonstrate the impact of Branigan’s work throughout its website and social media content.
Brand Positioning & Websites
Brand Campaigns
Brand Campaigns
Community Engagement
GoldeNMoments | Northwestern Mutual
The ask: Develop a memorable and scalable theme to raise awareness of the Northwestern Mutual Foundation and the company’s commitment to supporting families undergoing childhood cancer treatment during Childhood Cancer Awareness Month. Gold is the symbol for childhood cancer and also part of the Northwestern Mutual brand. GoldeNMoments are those pivotal experiences along the childhood cancer journey and also the milestones and progress brought about by Northwestern Mutual’s commitment to this important cause.
Community Engagement
Cheers to Our Hometowns | Molson Coors
To demonstrate its commitment to MC hometowns of Milwaukee and Golden, Colorado, locally commissioned artists painted custom murals in highly visible locations in each city. Subsequent Cheers to Our Hometowns activations continue to build goodwill for the beverage giant.
Brand Platform
Building Better Futures | Xylem Inc.
While developing a brand campaign for Xylem’s commercial buildings segment, there was the aha moment that “Building Better” was not just a campaign but a platform that could serve the brand throughout its marketing and communications efforts. It informed trade show booths, strategic content, digital campaigns and more, evolving to Building Better Futures as a multiyear platform that continues to differentiate the brand from its competitors and align sales and marketing.
Digital Content Campaign
Bell & Gossett Cities | Xylem Inc.
Showcasing the work of Xylem’s Bell & Gossett brand in new and iconic commercial buildings across the country came to life via an interactive digital map. The Cities campaign informed strategic content, media outreach and a trade show that featured presentations from reps in New York, California, Florida and Michigan.
Campaign Concepts
Multiple Verticals I Xylem Inc.
Primary and secondary research lead to the insights that form campaign themes for various vertical markets within global water technology company Xylem Inc. Addressing customer pain points and advancing Xylem’s value prop are common threads throughout.
Strategic Content
Strategic Content
Solving Water in Rural America
Xylem Inc.
Co-authored
L.A.’s Wilshire Grand Center Stands Tall with Bell & Gossett and A-C Fire
Bell & Gossett
Thought for Food
CHR Hansen
Third Ward Lore
Historic Third Ward Association
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