Case study — HR Consulting
Apex HR Partners: the build that paid for itself.
Apex HR Partners came to us as hr consulting operators in Toronto, Canada with a problem that was costing them weekly. The program below is what moved their headline number: +84% inbound RFPs.
Fig. 01 — Thought LeadershipToronto, Canada
The challenge
Voice shifted by channel and by week: brittle on the website, casual in email, corporate in proposals. Customers experienced three brands and trusted none of them completely.
SEO had been declared 'not for us' after a content-farm engagement produced trafficless articles — and left a cupboard full of content nobody wanted to own.
The approach
We codified voice before writing anything: two workshops, a style sheet built from their best sentences, and a kill-list of their worst habits.
Production ran on a repurposing engine — one pillar research piece a month cascading into sales pages, newsletters, founder posts and talk tracks, each re-authored for its format.
The content plan ran bottom-up: sales assets and bottom-funnel pages first, clusters and founder-led distribution after — every piece mapped to a question a real prospect had asked.
- Style guide the whole team can actually write from
- Bottom-funnel pages: comparisons, alternatives, pricing logic
- Founder-led content engine: monthly interviews, six-plus assets
- Sales enablement kit: one-pagers, follow-up sequences, deck copy
The results
They wrote the case studies our sales team had been begging for — in the voice I would have used if I had the time.Sara Whitfield — Founder, Apex HR Partners
The gallery
Start a project
Your metric. Our move.
Fixed quotes in 48 hours. Senior team only. Zero hand-offs between disciplines.