Prosoft is the leading fintech company in Costa Rica, specializing in electronic payments and digital channel solutions for both private and government entities in Costa Rica and the LATAM region.
In 2022, they came to me as they were experiencing the following struggles:
- The company’s C-suite were anxious to boost Prosoft’s positioning as a leading fintech partner, expanding beyond Costa Rica into the Latin American region—but they were unsure about how to do it effectively and distinctively vs. their rising competitors.
- Prosoft’s Spanish website was outdated from both a design and a copywriting point of view.
- Their product names were so long, corporate, and complex that they were totally indecipherable, least of all memorable, even to the eyes and ears of their target buyer persona.
Working closely with the C-suite + the web development department, with my team at orangepowerDMH we provided an all-in-one Market Intelligence, Spanish Copywriting & Product Naming solution:
- Market research and cultural insights. Carried out thorough market research with SWOT analysis to identify and craft the company’s unique selling proposition vs. their rising regional competitors in LATAM.
- Brand identity makeover. Gave Prosoft a new brand voice and image so that it be 100% aligned with its core values, people-first philosophy, and long-term marketing and communication strategy. Crafted their new Brand Identity and ToV Manual in Spanish, as well as a Quick LinkedIn Content Guide for Founders.
- Website copywriting in Spanish (LATAM). Proposed a new website map, including a Case studies web page, which the company didn’t have. Interviewed company C-suite and Marketing Director to nurture the case study copywriting process. Fully re-wrote the website copies in Spanish.
- Product name audit and naming. Re-created their product names and product descriptions with a focus on rendering them crystal-clear for their target B2B clients and distinctively on-brand.
Prosoft underwent a 360º branding and communication makeover that outperformed rising competitors. Here are a few tangible outcomes:
- 100% new website copies in Spanish: www.prosoft.cr
- New ToV guidelines for long-term communication strategy. For guaranteed consistency in both internal and external corporate communications.
Clear, distinctively on-brand product names. Original product names and descriptions that specifically target their buyer persona while matching Prosoft’s strong market leadership and positioning in Costa Rica and the LATAM region.
