Let It Shine

In 2022, Let It Shine Inc., a renowned professional cleaning service with a strong regional presence, turned to OTM for strategic assistance. Their mission was clear: to craft an employment brand that resonates with goal-oriented individuals on the path to financial independence. Seeking driven individuals who desire flexibility with a level of consistency, autonomy, and a reliable supplemental income, Let It Shine aimed to craft a distinctive narrative that not only highlighted the unique benefits of working with them but also supported a robust recruitment strategy to attract a steady stream of potential employees.

Services

Strategic Consulting
Brand Story & Messaging
Employment Branding
Recruitment Strategy
HubSpot Enablement

collage of images of people cleaning an office

Our Approach

We began our partnership by taking Let It Shine through The OTM Path to Growth®, where we determined that the Gig Economy would pose a significant challenge to our recruitment efforts. The Gig Economy was seeing a lot of growth at the time, and while it was less reliable than a part-time position at Let It Shine, it offered a similar level of flexibility and was being heavily marketed by larger corporations.

We needed to not only align with the Gig Economy but also communicate why Let It Shine offers a superior employment solution for our ideal candidate – differentiating it from janitorial work and aligning it to more aspirational activities.

Join Team SHINE & Start Earning Toward Your Goals

At Let It Shine, we’re all about helping our employees reach their goals.

We know that when our employees are on track to reach their goals, whether it be buying a house or paying off debt, they’re more likely to care about the work that they are doing.

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Flexible Yet Consistent Schedules

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Reliable Income

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Get Paid to Be Active

Taking Applicants from Go-Getter to Goal-Getter

Once we identified the value propositions for Let It Shine’s employment brand, we built an entire recruitment strategy around going from Go-Getter to Goal-Getter, complete with an online Savings Goal Calculator that would serve as a transitional call to action for those interested in learning about employment opportunities, but not yet ready to apply.

Additionally, we worked with the team at Let It Shine to enable HubSpot as a CRM tool for managing the hiring process and talent pipeline.

Now, any time an employment application is submitted, there is a step-by-step process for the Let It Shine team to follow, leveraging technology and automation to power the recruitment process from beginning to end.

Employee Applicants in 2023

of Which Were Ideal Candidates

Results

When we began working with Let It Shine, the company had no employment pipeline and needed roughly 3 additional employees just to continue operating as-is.

Since launching the Goal-Getter employment brand, we’ve had 243 employee applications come through HubSpot and 22% of those applicants matched our target applicant profile.

Let It Shine now has a powerful employment brand with a strong pipeline of ideal candidates.

Brittany Mathisen

2023-09-27

OTM has been a wonderful marketing partner for the last four years. We have shifted marketing plans over time and they are very open and explained all the details as we moved forward with new plans. They have done everything from help design and update offices, managed social media, planning marketing events, and many more things. The Hear for Holidays Event that we do each year is one of my favorite events that we work on together. Rachel and the whole OTM team have brought my marketing vision to life and I love everything they have done for my business. I look forward to what the future holds as we continue to work together.

Yvonne Myers

2023-07-30

I worked with Old Town Media (OTM) on a quick grant project that had a 6-week timeline. They were very thoughtful about whether they could meet the grant expectations and needs before accepting the work. The team at OTM then completed extensive research and facilitated focus groups to ensure the product they created met the needs of the end-users. They met all of the grant deadlines and far exceeded our expectations of the portal they created for us! I would not hesitate to use their services again and highly recommend them to others looking for a professional, high quality, and FUN team to work with.

Julie Dokoupil

2023-07-18

OTM is a locally owned firm that I have worked with for over 13 years. They are an amazing team of people who know and understand current marketing technology and strategies. My husband and I are starting a new business and they have helped us out even with small details to get our business going.

TunDesign

2023-06-20

I have seen a significant increase in community engagement which has helped bolster our brand presence, exceeding the expectations of the entire team. Carrie and her team provides consistent communication through slack and emails which has led to an effective and trusted partnership. Truly appreciate how hard-working, agile, and driven everyone on the team is. Thanks again for eveything your team has done for our company.

David Haase

2023-06-07

OTM has done a fantastic job bringing the Fort Collins Peach Festival back to the public! OTM is dealing with several volunteers on a committee and keeping everyone informed, best in business advice and a platform that will serve us for years. We didn't know what we needed and were presented with choices and educated about each before implementation. Kerrie and Brianna have done great work for us! Dave Haase Committee Chair Fort Collins Peach Festival

Dana Sednek

2023-03-15

Using their Path to Growth Model, OTM not only gave me a path forward, but they helped me clarify my strategy, direction, and actions for how to set and launch my business. I was able to launch quickly and I see the flywheel ahead that is necessary to accelerate customer intake and revenue building. Thrilled with the outcome!!!

Liza Adams

2023-01-13

As the Head of Marketing at Encompass Technologies, I considered Old Town Media an extension of our marketing team. OTM worked closely with us on rebranding and repositioning, multiple industry-first product launches, key industry events, and integrated demand generation campaigns while we grew our marketing team and acquired new companies. With the help of OTM, we grew our pipeline and bested industry benchmarks for Software as a Service (SaaS) sales and marketing efficiency metrics. We came to rely on OTM for tactical execution to augment our team but where they added the most value was in our rebranding strategy and market positioning efforts. OTM played an integral role in conducting research and deeply understanding our market dynamics, ideal customer profile, customer challenges, competitive landscape, products and innovation, key differentiators, vision, and mission. This was no easy feat with a highly complex ecosystem, multiple segments, wide variety of audiences, and a broad array of products. Armed with market insights, OTM helped us develop a compelling brand, an inspirational story reflecting our vision and strategy, a unique and defensible market position, and messaging that was relevant to our target audiences. I appreciated that the team was respectful and empathetic, intently curious, insightful with their observations and recommendations, and candid with their feedback. OTM set realistic expectations about deliverables/scope, level of effort, roles, timeline, and cost. The team was responsive, highly collaborative, and open to suggestions. OTM plugged our expertise and resource gaps which allowed us to break the compromise between doing good work and doing it quickly. On top of that, they were fun to work with. OTM was truly a partner of the business.

Eric Dengler

2023-01-11

Great team! Small company service. Big firm power and expertise.

zach fulton

2023-01-06

Simply put, OTM is a well oiled machine! Thanks for all you do