Case Study: Filling the gaps to make a partner’s job easier

Meet the Client

UpHouse Inc. is a Winnipeg-based marketing agency that elevates in-house teams and their brands. They work collaboratively with their clients to make their marketing stronger, their ideas bigger and their job easier. They walk the line between an outside advertising agency and a member of their clients’ in-house marketing department by filling in the skill gaps and offering guidance along the way.

The Client’s Challenge

When we met UpHouse co-owners Alex Varricchio and Kiirsten May in late 2018, they had a small staff and a growing client roster. While they had the internal capacity to accomplish the big picture strategy work their clients needed—marketing strategy, campaign strategy, content strategy—they didn’t always have all of the necessary internal resources to execute the various components of these strategies for their clients. This included creating content. What they needed was external talent they could trust to help them meet their clients’ needs. 

Our Solution

Copywriting is what we do at Luminate. While at times we work with many of our clients to help them define their brand purpose and vision (e.g. for their website), or editorial direction (e.g. for their annual report), words are our job. We craft the clear and engaging copy our clients need to effectively reach their audience, meaning we could provide reliable talent on an ongoing and regular basis to help UpHouse execute the copywriting components of various projects on their clients’ behalf. Unlike hiring a single freelancer who may turn down a job because they have reached capacity, our roster of writers means we always have a trusted writer to take on any new copywriting project UpHouse needs to send our way. 

Our white-label partnership started with a single blog post to fulfil a monthly content strategy. It quickly turned into a regular relationship. Since that first copywriting project, we have written clear and compelling copy for dozens of blog posts, which often require our writers to interview subject matter experts as a proxy of UpHouse, social media posts, website copy, press releases, brochures, case studies, and even award submissions. Through UpHouse, our writing has covered a wide cross-section of industries, including agriculture, technology, real estate development, insurance, and education. 

This partnership has freed up their growing team to solve problems and develop innovative strategies for new and current clients, while we ensure that the content created for ongoing strategies connects with the right audience. 

Testimonial

“One of the greatest advantages of working with Luminate is that they help you get organized. We loop them when we’re developing a content calendar, and then they hold the rest of the team accountable to hitting the milestones outlined. When you have a million things on the go, it’s great to know someone is watching your content schedule and keeping it moving.”

Kiirsten May
Co-owner, UpHouse Inc.