• After 15 years in the staffing industry, Anserteam Workforce Alliance relaunched and rebranded this past year
• Anserteam sets itself apart with a refreshed new look, logo, tagline, website, social media, and color palette 
• Tips on how to rebrand during COVID-19
• With access to over 2,500 locations across the United States and Canada, Anserteam is one of the fastest-growing staffing firms

About Anserteam Workforce Alliance

Anserteam Workforce Alliance represents North America’s best staffing agencies aligned together to deliver world-class workforce management solutions. They provide exceptional levels of expertise at locations throughout North America by offering end-to-end talent services that can be customized for any size business.

Anserteam was established in 2004 by a group of staffing entrepreneurs who discovered a gap in staffing service offerings. Their boutique staffing agencies provided a superior level of service and expertise at a local level, but they had a hard time competing with larger firms when it came to clients with multiple locations. 

They joined together in an alliance, each taking ownership of their respective markets. They also developed cloud-based technology so they could service clients seamlessly and efficiently on an international scale and recruited more members to join in along the way. Today, the Anserteam Workforce Alliance provides clients with access to over 2,500 staffing firm locations in the United States and Canada and backs them with technology, strategic analytics, and operational support. 

After 15 years and explosive growth in the contingent workforce management industry, Anserteam wanted to launch into 2020 with an updated look and feel.

Rebranding Strategy

Before, Anserteam was consistently branded as Anserteam Workforce Solutions. In the 2020 rebrand, they replaced “Solutions” with “Alliance” to better differentiate their brand by nodding to their roots. Anserteam started as an alliance, and they continue to carry that spirit of partnership to this day. Their slogan, “The Team Behind Great Teams”, shows the everlasting support and commitment to their partners. 

All the new branding elements came to life in an updated website with simplified navigation, targeted calls to action, SEO optimizations, and some new interactive features. One new feature is the Virtual Consultation, which allows potential clients to fill in key details of their contingent labor programs, and uses a formula to determine which of Anserteam’s solutions would best fit their needs. It provides a great conversation starter for sales calls and has proven to be a valuable tool early in the marketing conversion funnel. 

Overall, the new logo, tagline, and color palette all work together to reflect the teamwork, collaboration, and diversity that makes Anserteam great partners for staffing suppliers and clients. The website, blog program, and social media initiatives have provided a vastly improved user experience to bring in new client leads, and Anserteam is ready to expand its marketing initiatives in 2020 and beyond. 

Rebranding During COVID-19

Anserteam's rebranding initiative launched in March 2020, just as the COVID-19 pandemic began impacting North America. Anserteam mobilized to keep their clients in the essential manufacturing sector staffed and their employees safe. With increasing uncertainty upending the staffing sector, the flexibility of Anserteam's alliance allowed them to adapt quickly to their clients’ changing needs. Remote teams have remained intact and fully operational throughout the initial wave, and Anserteam is now focused on helping businesses reopen safely where it is possible. Service offerings have expanded to include on-site medical professionals for employee temperature checks, employee symptom tracking, social distancing enforcement, and increased disinfecting and janitorial services. Anserteam Workforce Alliance is committed to getting great teams back to work as safely and efficiently as possible.

Anserteam Workforce Alliance won the Bronze Stevie for Re-Branding / Brand Renovation of the Year in The 2020 American Business Awards®. 

Interested in entering The 2021 American Business Awards?

With every passing year, it seems more and more people spend an increasing amount of time staring at screens. From cell phones to tablets to smart watches, there’s no shortage of screened devices to amuse, to delight, and to distract people.

Given that, it would stand to reason that marketing agencies should ramp up their online campaigns. Find people where they live, right? According to the research, though, not necessarily.

Photo by Richard Clyborne of Music Strive

With instant access to a nearly unlimited amount of information and a glut of available content, one major sacrifice in the consuming population has been attention span. It’s harder than ever not only to grab but to maintain the interest of consumers. This makes it incredibly challenging for marketing agencies to devise ways to stand out. Enter the rise of live brand storytelling.

What Is Live Brand Storytelling?

Live brand storytelling is a marketing technique wherein a company crafts a compelling story related to its brand or product and then delivers that story via a live experiential event.

Because consumers aren’t distanced from the brand through a screen or a printed page, they are able to connect with that brand and to truly immerse in the crafted brand lifestyle. Depending on the event, consumers can learn about the brand or the company ethos through the senses, seeing, hearing, or even tasting the kinds of real-world experiences the brand wants to associate themselves.

Live Brand Storytelling—By the Numbers

For any sceptics who believe live brand storytelling is a fad or a trend, the numbers paint a very different picture. Event Marketer released a 2018 report stating 85 percent of consumers were likely to make a purchase from a brand after attending one of their live events, and an impressive 91 percent asserted they felt more favorably about the brand after engagement in a company-sponsored live experience.

It’s not just consumers who appreciate the tactic either. C-suite executives are fully on board as well. According to a Bizzabo report, 87 percent of C-level executives believe these kinds of live experiential marketing events will become increasingly important to their brands.

Why Is Live Brand Storytelling Effective Today?

The idea of conveying a brand’s message or promoting a product through storytelling is nothing new in the marketing world, but the increasing popularity of live brand storytelling speaks to the changing demographics and buying mentality of today’s consuming population.

“In recent years, we’ve seen the strategic relevance of live events increase dramatically. Marketers are reaping the rewards of engaging with their audiences in face-to-face environments,” says Scott Cullather, CEO of INVNT, a global live brand storytelling agency based in New York, New York, United States. “Marketers have also realized that Millennials and Gen Zs, who favor experiences over material objects, are gaining greater spending power as they enter the workforce and move their way up corporate ladders.”

For marketing agencies to continue to enjoy success, however, it’s important they think of live brand marketing not as the final solution to connecting with an audience but simply as the next step in an always-progressing chain of marketing evolution.

“The marketing industry is constantly changing, and we’ve found that truly integrated marketing campaigns are now key,” says Cullather. “We look to create holistic campaigns that encompass both live events and branded content and ensure a brand remains top of mind long after an event ends.”

INVNT recently won a Silver Stevie Awards at the 2019 Stevie Awards for Women in Business for Female Entrepreneur of the Year in the Business Services category (11 to 2,500 Employees) on behalf of Kristina McCoobery, Co-Founder and COO.

They also won two Gold Stevies at the 2019 American Business Awards: One for Company of the Year in the Advertising, Marketing & Public Relations category and one for Founding Team of the Year - Business Services Industries. Other awards include a Silver Stevie for Marketing or Advertising Agency of the Year in the Advertising, Marketing, and Public Relations category.

Interested in winning a Stevie Award in 2020?