Mobile Software - Bringing new technology to market
To accelerate its technology offering and grow revenue, industrial staffing leader TrueBlue, Inc. acquired a company that had developed a piece of mobile software that would allow job seekers to receive text mesages about jobs they might. At the time, this was a game-changing resource that TrueBlue aimed to market and monetize to attract and retain associates and to reach customers who would value speedy, efficient fulfillment of their job orders. A cross-functional team was established to bring this technology to market.
What Dotti Did
Dotti was named marketing lead on the core team. In this role, she led the naming and branding of the product; development of marketing strategy to drive adoption of the software by job seekers and differentiate the brand; creation of a communications strategy to promote the value of the software to customers and prospects; internal product launch to 600 branch teams; and, liaison with other departments – IT, operations, HR and legal – to bring the product to market.
The software was launched in a limited edition without a brand name and promoted under the tag line, Text Me 4 Work. After this pilot phase and reworking of certain aspects of the product, it was broadly released under the product name WorkAlert and is still offered to job seekers today. An array of in-branch promotional materials and incentives were released to staff and workers, including signage, promotional products, collateral materials, and web/email content.
Since its launch, WorkAlert has been supplemented by a mobile app that offers job seekers and customers significantly enhanced capabilities. WorkAlert has been retained as a primary communication tool between workers and branch staff.