Come up with two theme names for a marketing strategy for a new client. Use the client's goals and the persona information to help you. There's no wrong answer, so get creative!


Growth IQ is an all-in-one HR software that helps HR departments manage employee reviews and feedback, employee satisfaction, and growth and learning.


Growth IQ’s 2017 goals:


  1. Hit $100M this year to grow 25% TOT the next 3 years

  2. Increase renewal rate to 85% (currently at an 80% renewal rate)


It’s your job to come up with two creative themes that would engage the targeted audience based on her pain points and needs. 


As an HR Director, Elizabeth's day–to-day priorities include employment engagement, recruiting, employee culture, business strategy, and performance management.

Pain Points:

  • Balancing a lot of different priorities using a manual process like Excel.
  • She doesn’t have insight into her employees' monthly reviews, and she'd like to focus her energy on building up her company culture.

What she needs:

  • A customizable software that streamlines HR processes to give her time to focuso on employee satisfaction.

Growth IQ Value Props:

  • Customization to fit her company's specific needs
  • Integration with other technology being used, like Salesforce
  • User-friendly interface
  • Competitive pricing and scalability