Nelson Connects

For more than fifty years, Nelson Connects (formerly Nelson) has delivered tailored staffing solutions in diverse industries across California and beyond. Offering deep industry knowledge and strong candidate networks, Nelson patterns with businesses of all sizes to deliver customized results for executive-level, direct-hire, temporary and consulting opportunities.

Featuring tenured staffing and recruiting teams, Nelson offers a diverse range of services including recruiting and hiring expertise in Business Professionals, Enterprise Managed Solutions, Executive Search, Finance & Accounting, Manufacturing & Logistics, Technology and Wine & Spirits. Placing a high value on innovation, Nelson Connects is committed to transparency and superior service. The organization is collaborative by design, partnering with clients and candidates to achieve short and long term success.

SECTORS

Staffing, HR, Executive Recruiting

Contingent Workforce

B2B Services

PRIMARY LEADERS

Courtney Dickson, Vice President, Marketing
Eric Edelstein, Chief Technology Officer

ENGAGEMENT

Fractional CMO, 1.5 Years

AREAS OF FOCUS

Brand Clarity, Alignment and Umbrella Branding
Naming Exercises and Startup / Launch Strategy
Content Architecture and Message Strategy
Product Positioning
PR & Credibility Building
Digital Presence

ACCOMPLISHMENTS

BRAND

Brand strategy and clarification for an umbrella brand representing multiple organizations within the HR, staffing and contingent workforce space in a highly competitive market.

POSITIONING

Competitive benchmarking within the saturated Bay area HR, staffing and contingent workforce space. Ideation to guide positioning, define unique value proposition and brand differentiation.

WEB CONSOLIDATION

Strategic input and content strategy to guide the creative direction, refresh and consolidation of multiple web properties effectively beneath a well articulated corporate umbrella brand.

SCOPE & WORK

Research & Analysis

Designed and conducted a comprehensive survey for senior leadership to assess business opportunities, gather competitive insights and identify current pain points across multiple sectors and audiences. Gathered additional detail to clarify results. Synthesized input to inform overarching project priorities, look, positioning and technological requirements.

Brand Refresh

Conducted a brand audit across all business units in conjunction with market-specific competitive benchmarking to gauge brand awareness, longevity and impact. Guided creative direction to unify and reimagine the brand supporting the family of Nelson Companies, delivering treatments that supported consistent brand representation across digital and traditional channels.

Web Presence

Strategic and creative guidance supporting a corporate web presence representing multiple public-facing digital properties. Scope of project included gathering technical requirements, creative direction, content architecture, copywriting and overall project guidance of multiple existing sites to a single corporate site with syndicated resources serving clients and applicants.

Content Architecture & Requirements

Thoughtful evaluation of organizational priorities and structure in context with opportunities and competitive landscape. Partnering with Chief Technology Officer to articulate detailed technical requirements that integrate seamlessly with reimagined web presence.