DevBase
Staff Augmentation
Full Marketing Outsource
The Brief
DevBase, a staff augmentation company headquartered first in Chicago and later in California, approached us with a clear challenge: they needed to build a marketing department from the ground up.
As their business expanded, they recognized the growing importance of effective external communication to boost their brand presence and internally to foster a strong company culture.
Despite their success in connecting American companies with top Latin American talent, DevBase's brand image was underdeveloped. Their website was basic, lacking the distinctive features that could set them apart in a competitive market, and their social media presence was minimal.
More importantly, as they grew rapidly, they understood the need to position themselves as an employer of choice, capable of attracting and retaining high-quality talent in the tech industry.
They came to us intending to enhance their brand visibility, create a compelling online presence, and improve their communication strategies.
Our task was to develop a comprehensive marketing strategy that would not only build their brand but also effectively communicate their values and culture to both potential clients and employees.
Our Work
Market Analysis and Marketing Plan
To address DevBase’s needs, we began by conducting an in-depth market analysis and developing a comprehensive marketing plan.
Our research focused on understanding the American market, examining both existing competitors and identifying new ones that emerged during our analysis.
This phase allowed us to define several critical elements:
S.W.A.T. Analysis: We thoroughly evaluated DevBase's strengths, weaknesses, opportunities, and threats, providing a clear strategic direction.
Strengths and Opportunities: We identified the key strengths of DevBase’s competitors and uncovered opportunities that DevBase could leverage to differentiate themselves.
Online Reputation: We assessed DevBase’s current online presence and identified areas for improvement to enhance their reputation in the market.
Buyer Persona & Journey: We defined the ideal client profiles and mapped out their customer journey, ensuring that our strategies would resonate with the right audience.
KPI and Goals
With a solid understanding of the market landscape, we collaborated closely with DevBase to establish clear goals and key performance indicators (KPIs) for our marketing initiatives.
Together, we set specific, measurable objectives to track progress and ensure that every marketing action contributed to achieving these targets.
Guided by the principle that “what can’t be measured doesn’t count,” we committed to a rigorous monthly review of all essential metrics, allowing us to refine our strategies and maximize impact.
Guided by the principle that “what can’t be measured doesn’t count,” we committed to a rigorous monthly review of all essential metrics, allowing us to refine our strategies and maximize impact.
Rebranding and Website Redesign
Following the strategic groundwork, our design team embarked on a full rebranding of DevBase.
This process began with a refreshed logo and extended to custom-designed icons that encapsulated the brand’s identity.
We also undertook a complete redesign of their website, transforming it into a modern, visually appealing, and user-friendly platform. The new design not only reflected DevBase’s brand evolution but also provided a strong foundation for its enhanced online presence, aligning perfectly with its growth strategy.
Tactics Implemented:
Blog Design and Content Strategy
Our team spearheaded the design of the DevBase blog, collaborating closely with developers to bring the Figma design to life.
We maintained a consistent content calendar, publishing two posts per month that covered a range of topics, including the technologies DevBase was utilizing, interviews with team members, and key company announcements.
This strategy ensured ongoing engagement with their audience and bolstered their online presence.
Internal Newsletter
Understanding the challenges of maintaining communication within a remote-working environment, especially as DevBase expanded across LATAM, Europe, and Vietnam, we launched an internal newsletter.
This newsletter played a crucial role in keeping the rapidly growing team informed and connected, featuring stories about team members, company updates, and insights into the evolving company culture, thereby fostering a strong sense of belonging.
Team Campaign
To enhance internal awareness and express the company’s culture, we developed and executed specific campaigns tailored to the DevBase team.
A standout campaign was "NomadStories," which celebrated the unique experiences of remote work.
We shared inspiring stories from team members, such as an engineer working from Guatemala while witnessing a volcano eruption and a designer living just two blocks from a beach in South America.
These narratives underscored the team's diverse, adventurous spirit and highlighted DevBase’s commitment to flexibility.
Social Media Strategy
We leveraged Instagram and LinkedIn to elevate DevBase’s employer branding. Working closely with HR as their strategic partner, we aligned our social media efforts with the company’s growth strategy.
We maintained a content calendar that featured posts about team members, the tech stack, and the company’s core values. These platforms were instrumental in attracting top talent and reinforcing the company’s brand as an employer of choice.
Results
Our partnership with DevBase resulted in a comprehensive transformation of their brand and the successful establishment of a robust marketing department, laying the groundwork for sustainable growth.
Through our targeted efforts, we significantly elevated DevBase's brand awareness, positioning them as a recognized and respected name within the competitive tech industry.
The rebranding, combined with a modernized website, gave DevBase a strong, cohesive identity that resonated with both clients and potential employees.
By implementing well-defined strategies and processes, we ensured that DevBase's marketing efforts were both effective and measurable. The internal newsletter we launched played a crucial role in enhancing communication and fostering a sense of unity within their rapidly growing, globally distributed team.
Our contributions aligned with a period of extraordinary growth for DevBase.
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The company scaled from a small team of fewer than 20 employees to a thriving organization with over 120 members.
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This growth was accompanied by significant achievements, including the successful public launch of apps by two of their clients—milestones that underscored the impact of our strategic approach.
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Moreover, the substantial improvements in brand visibility and internal alignment were key factors in DevBase's acquisition by FinTech Automation. This acquisition highlighted the far-reaching effects of our work, demonstrating the long-term value we helped create for DevBase.
Portfolio
Here are a few pieces we created for DevBase: Social Media, Blog Articles, and Branding.
Social Media
Blog Articles
Brand Book
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