CASE STUDY:

Transforming A Gifting Agency from Commoditized Service to A Category of One

The Expressory’s Situation:

The Expressory is a Strategic Engagement Agency based in Wisconsin with a small but dynamic team of 5–10 people. As the business world becomes increasingly digitized, The Expressory recognized the deterioration of authentic relationships. Their mission was to help organizations cultivate meaningful and lasting connections that enhance company culture, business success, and societal wellness.

While their purpose was strong, they faced challenges that hindered their ability to scale and differentiate. They needed a strategic transformation that would elevate their business beyond commodity perceptions and position them in a new category — a true blue ocean.

PROBLEMS & CHALLENGES:

  • Unclear brand messaging hindered sales and differentiation.

  • No cohesive positioning to articulate their strategic value.

  • Difficulty confidently communicating their purpose and differentiators.

  • Lack of traction with Corporate Kitting Clients.

  • Underleveraged referral opportunities.

  • Past DIY branding efforts left the team frustrated and uncertain.

  • The founder’s vision was strong internally but not clearly expressed externally.

  • Weak positioning made sales and strategic partnerships harder to secure.

DESIRED TRANSFORMATION:

BIG BOLD BRAND guided The Expressory through The Surefire Method™ with these core objectives:

  • Develop their Surefire Strategy & Toolkit™ to align the team around a clear narrative.

  • Create copy-and-paste messaging tools for use across marketing, sales, and operations.

  • Empower the team to confidently communicate their brand’s value.

  • Extract core beliefs and truths to build strategic alignment.

  • Deepen understanding of target audiences to improve conversions.

  • Position the company away from gifting and into the blue ocean of Strategic Engagement Generation.

“It’s finally all starting to feel like it’s clicking. It’s resonating. People are engaged, but more importantly, I feel like they’re learning something from me.”

Jamie Shibley, Founder & CEO, The Expressory

Approach & Solution:

Using Big Bold Brand’s Surefire Method™, we guided The Expressory through a structured, collaborative process to address their challenges and unlock their potential. We:

  • Facilitated four discovery sessions to reposition their narrative and value.
  • Iteratively refined each brand element to clarify and strengthen their message.
  • Delivered a comprehensive Surefire Strategy Guide™ and messaging toolkit.
  • Coached the team on how to embed their new positioning in daily operations.

Impact & ROI:

  • Immediate Gains:

    • Clearer Messaging = Better Sales Conversations: Sales calls now spend only 5 minutes explaining services (down from 20), freeing 20+ minutes for ROI discussions.
    • Marketing Efficiency: Content creation time dropped by 80%, saving 24 hours/month and opening $4,200 in potential billable time.
    • Website Performance: Weekly visitors increased 50% (from 40 to 60), with more traffic reaching key service pages.
    • Blog Productivity: CEO now writes 4 blog posts in a sitting—up from one over several days.

  • Strategic Growth:

    • Service Upsell: Strategy clients increased from 1 to 3; monthly revenue grew from $300 to $1,000 per client.
    • Gift Value Increase: Client spend per gift rose from $30–40 to $100, boosting profits via 40% margins.
    • Referral Surge: Monthly referrals more than doubled—from 2 to 5, a 2.5x increase.
    • Agile Pivots: Marketing turnaround time dropped from one month to one week.
    • Operational Efficiency: Internal content updates now save $600 per website page.

  • Team Performance:

    • Team members now write and edit brand-aligned content using AI trained on the new messaging, saving the CEO 30 hours/month and enabling more focus on strategy and business development.

  • Long-Term Impact:

    • 9% year-over-year revenue growth
    • Expanded from 1 to 4+ strategic referral partners
    • Developed a research study and book rooted in their new POV and positioning

Expected Future Outcomes:

  • Continued Revenue Growth – due to the strategic certainty established and the ability to take focused action.

  • Market Expansion – through identified partnership opportunities with non-profits and retailers.

  • Business Service Line Expansion – through grassroots community partnerships and tailored initiatives.

  • Reduced Risk & Cost Savings – through an increased ability to confidently and strategically evaluate opportunities.

  • Product Offerings Expansion –  through a better ideal client understanding.

  • Maximizing Resources &  Impact – through improved resource allocation on prioritized opportunities.

End Result:

Through The Surefire Strategy™ & Toolkit™, The Expressory has stepped confidently into a new category, away from a crowded gifting market. They’re now seen as a strategic partner in engagement, not a vendor. Their team is aligned, their messaging performs, and their impact is measurable. This is the power of clear positioning and a blue ocean strategy.

“This process has given me the confidence to articulate The Expressory’s purpose and value in a way that resonates with our clients. It’s transforming how we engage, attract, and retain customers.”

Jamie Shibley, Founder & CEO, The Expressory