How Big Buzz® Helped Vannin Chief of Staff’s Founder and CEO Systemize Marketing to Focus on National Business Development
About Vannin Chief of Staff
Founded in 2020, Vannin Chief of Staff is a premier talent partner specific to roles supporting the Office of the CEO. The firm helps executives find the right talent, either full-time or fractionally and up-level talent via their proprietary advisory program. Vannin Chief of Staff has served over 150 clients globally, including Shopify, Orange Theory, Cordis, Lilac Solutions, GRIN, Propelus, WALR, Wish for Wheels and more.
The Challenge
Despite having implemented a marketing plan, the existing plan lacked a clear strategic foundation, leaving the client team without a unifying Big Important Goal or prioritized set of objectives and strategies. The CEO’s efforts and her team’s support were often sidetracked by inefficient marketing workflows, approval bottlenecks with various marketing vendors and a lack of sophistication in both process and execution – all taking her away from her main focus of high-level business development on a national scale. The organization had not yet leveraged essential tools such as email flows, automation or database segmentation. Their brand presence also needed refinement, with visuals requiring polish and a need for a centralized messaging vault to ensure consistency across communications.
The Solution
Brand and Marketing Planning Strategy
To establish a focused and effective marketing foundation, Big Buzz ran in-depth voice-of-the-customer surveys, collecting insights from current and past clients as well as the client’s leadership team. These insights shaped the refinement of the Vannin Chief of Staff brand, informing brand messaging, mood boards and overall creative direction. The same data was used to refine the marketing plan, ensuring it was aligned with both internal goals and external perceptions for the best long-term outcomes.
Content Marketing Strategy with Automation
A 90-minute strategy session kicked off the content marketing strategy, setting the tone for a year-long campaign rooted in automation and thought leadership. Monthly blogs were developed with full editorial support and broadcasted by an automated blog campaign that included twenty-four email sends per year via HubSpot. To deepen engagement, Big Buzz conducted programmatic surveys and analyzed a partner interview transcription to inform the writing and design of two special reports, each with its own automation campaign, landing pages and integration with the client’s website. Two webinars were created based on the special report content, each promoted through automated email and landing page workflows in HubSpot. A quarterly newsletter rounded out the content marketing approach, delivered to the full database for added awareness and nurture marketing.
Social Media Marketing Strategy with Automation
A second strategy session aligned the team on how best to use social media to amplify Vannin Chief of Staff messaging and capitalize on the networks of all leadership team members. Big Buzz created a complete calendar and visual system for 100 posts annually, executed through HubSpot in quarterly pulses. Each round of posts was tested to ensure a smooth rollout and consistent brand presence across platforms.
Marketing Automation Strategy and Management
A dedicated strategy session launched a robust automation framework. Big Buzz gathered and organized Vannin Chief of Staff’s entire contact database and set up the company’s HubSpot platform to streamline all marketing workflows. This system now automatically distributes blogs, special reports, webinars, newsletters and social media posts, creating a cohesive, data-driven marketing engine with minimal manual effort from the internal team.
Additional Support
To address the firm’s reliance on organic referrals, Big Buzz facilitated a Referral Marketing Workshop with the leadership team, offering a structured approach to building and managing a referral system. Quarterly Success Reviews provided an added layer of accountability and insight, ensuring that all initiatives remained aligned with overarching goals and that any emerging gaps in the system were addressed in real time.
The Results
After systemizing marketing, Vannin Chief of Staff founder and CEO Keziah Wonstolen was freed up to conduct high-level business development across the nation. In just ten months, the marketing system was strong enough for her to hire an internal Marketing Manager to manage and continue to build.
Since 2007, Big Buzz® has helped organizations seeking to move from survival to success systemize marketing to achieve growth goals. Big Buzz is a marketing services company whose strategists deliver big-picture marketing made clear. Out of the wide blue ocean of marketing, we create a focused energy people notice. Learn more at www.bigbuzzinc.com.