CT Corporation, a division of Wolters Kluwer, is a global leader in corporate compliance and incorporation services with over 122 years of proud heritage. Unfortunately, the world of Formation & Registered Agents can come across to small business owners as a commoditized space filled with faceless brands. Acquiring these services are so crucial for staying viable in the marketplace – they’re too important to get wrong. We needed to find a way to build awareness and perceived value of the CT brand and its services, creating differentiation in a very difficult category.
We positioned CT as the personification of craft – a guide, a trusted partner who’s willing to roll up his sleeves and get down to the business of your business. Our fully integrated campaign spanned digital, radio and television, and spoke directly to an entirely new and rapidly growing small business demographic, "The Maker."