Syndio - KMG Case Study
January 2020 - ongoing
About Syndio
Syndio is the leading pay equity platform in the marketplace. They were founded on the belief that the best organizations are the ones that treat people fairly. Their vision is to reimagine the way the world works for the benefit of employees and the betterment of all. Using technology to empower, data to inform, and expertise to inspire, they are leading the way in workplace fairness.
The Need
Syndio was looking for a marketing and PR partner to create and execute a fully integrated brand marketing strategy.
Goals were to
1) build awareness and consideration for their pay equity analytics solutions suite
2) establish the company as a thought leader in the workplace equity space
The Approach
We dove into deep discovery research identifying insights to inform the drafting of a brand framework that defined Syndio’s mission, purpose, brand promise and personality. This foundational work guided a website refresh and brand content deliverables to ensure a consistent tone and message.
As their PR and public affairs agency of record, we used data-based storytelling to establish Syndio as a leading voice on inequities with citations around Covid’s impact on working women in the New York Times, Bloomberg, Fortune and Forbes.
We developed and launched the Fair Pay Workplace Certification program as an independent brand entity that could verify fair workplaces with high trust and transparency. Our work included brand strategy, recruiting a highly influential leadership alliance, and creating a website and communications package to announce the launch across channels.
We led the integrated marketing calendar planning and execution across earned, owned, and paid channels. This included creating content optimized for each channel and paid advertising campaigns designed to attract and engage top-of-funnel prospects with a monthly best practices webinar series.
Since October, Nancy Poznoff, KMG co-founder, has been Syndio’s interim CMO, working to develop and operationalize the 2021 marketing plan. This has enabled them to quickly build a world-class marketing team while allowing their leadership team to focus on product and platform growth.
Key Disciplines
Media Relationships & Speaking Engagements
CMO For Hire
Brand Strategy, Content Creation & Performance Marketing
Communications & Public Affairs
The Results
The strong brand foundation and narrative, structured approach to content marketing, coverage from Fortune, Forbes, WSJ and The New York Times, and expanded top of funnel campaign tactics helped increase awareness and engagement with Syndio’s brand and pay equity thought leadership.
Our Edge
We fully integrated within the Syndio organization becoming their marketing and communications muscle without any of the typical siloed planning often seen between PR and Marketing “owners” and the rest of the organization. This ensured each campaign message worked as hard as possible across channels and audiences to help drive a heavier punch with Syndio’s storytelling.
Testimonials
“Since bringing in KMG, our marketing and communications have gotten more strategic and effective. We work with multiple members of the team, and they are truly part of the Syndio success story. They started in a public affairs capacity, helping us create an alliance dedicated to fair pay, and now work on every aspect of our marketing and communications. They are true partners and I’m so happy they are part of our team.”