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Listening is a magnetic and strange thing, a creative force. The friends who listen to us are the ones we move toward. When we are listened to, it creates us, makes us unfold and expand. -Karl A. Menninger

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Trusting a software to run your short-term rental business can be scary. Futurestay users are asked to authorize access to their listings on other platforms and provide bank information for payouts.&nbsp;With support from Futurestay's customer success team, we collected testimonials from the platform's most successful and most satisfied users. Every interview with a Futurestay host provided valuable and authentic content that could be repurposed across all channels.&nbsp;

Build trust to boost conversions.

The smart technology market is growing just as fast as the short-term rental industry, and Futurestay helps its users save even more time by integrating many of the top services directly into the platform.Futurestay's partners include AirDNA, the most-trusted smart pricing tool, and a noise monitoring system from NoiseAware, in addition to major platforms like Airbnb, Google Vacation Rentals, Booking.com and Vrbo.A partnership marketing strategy including joint webinars, guest blog posts, reciprocal landing pages among other initiatives yielded a high conversion rate for new users.

Leverage partnerships to cross-promote to overlapping audiences.

There are dozens of short-term rental management tools available, but Futurestay's founders dreamed of being different.&nbsp;

Form a connection using a brand story.&nbsp;

Futurestay aims to be a source of knowledge and a friendly guide to independent short-term rental managers. By creating content and actively advocating within the industry, Futurestay positioned itself as respected thought leader.Futurestay sponsored a first-of-its-kind survey of more than 4,500 short-term rental operators, allowing us to use the results as high-value marketing content.&nbsp;We also published a 15,000+ word guide that covers everything a short-term rental owner needs to know before listing their property. The content, paired with regular blogs, drove a significant increase in organic traffic.

Establish authority and add value.

Fortunately, the short-term rental community is large and active. We joined Facebook groups with thousands of short-term rental managers and followed forums on reddit and other sites to learn more about Futurestay's target audience.

Learn from your users and speak their language.

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Airbnb has created more entrepreneurs than any other online marketplace, putting financial freedom within reach of anyone with a spare bedroom.But in a competitive space, scaling a short-term rental side-gig into a six-figure income has become difficult without professional tools and guidance. That's why Futurestay has set out to connect ‘rentalpreneurs’ with technology that makes it easy to go from first property to financial freedom. The all-in-one short-term rental management platform automates the manual processes and helps managers boost occupancy and earn more money.&nbsp; When Listen Up Creative started working with Futurestay in early 2021, the company was preparing for a period of rapid growth. Before embarking on its Series A funding effort, Futurestay needed to clarify its message and create content that would resonate with the rentalpreneurs of the world.

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We identified real estate brokers as a source of referrals and created an affiliate offer for agents who recommended Futurestay to their short-term rental buyers.

A longform Ultimate Roadmap positions Futurestay as an expert and introduces new hosts to the platform.

Futurestay sponsored a survey of short-term rental operators.

Build trust with testimonials

From first property to financial independence

From market research to marketing automations, deliver your message with strategy.

Marketing Strategy

Listen Up Creative takes a story-driven and metric-informed approach to creating, executing and measuring content campaigns.Lead Content Consultant and Founder Michelle Sokol is a trained journalist and award-winning storyteller with more than 10 years of experiencing in crafting compelling narrative to connect with readers.We specialize in helping brands find their “why” and tell their stories in a way that helps them reconnect with their audiences through any stage in the customer journey. We pair our creative expertise with technical training in SEO and analytics to optimize campaigns and drive results.

Engage and build meaningful relationships with your audience through strategic content creation.

Content

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Make it yourspace

Whether you need to build a brand from scratch or are looking for a few pieces of printed collateral, we can help you communicate visually.At Listen Up Creative, we believe that good design is like a well-told joke. It's subtle, but it packs a punch.We specialize in crafting designs that capture attention but allow the audience to focus on the message.&nbsp;&nbsp;

Strengthen your brand and your message with visual communications.

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Custom web solutions ranging from simple brochure websites to large e-commerce catalogs.

ADEC operates a fleet of 55 vehicles that travel more than 17,000 miles each month, transporting clients to day programming, medical appointments or jobs in the community. When severe weather was in the forecast, I coordinated with ADEC's VP of Operations to communicate any delays and closings via media and internal alerts. I also led three crisis response efforts, bringing ADEC leadership and counsel together to draft statements and discuss how to communicate &nbsp;about the situations effectively and tastefully. In one case, another well-respected organization offering services to individuals with disabilities in the community was closing immediately. The ADEC team <a href="https://adecinc.com/adec-increases-supported-living-service-capacity-in-goshen-with-property-purchase/">answered the call in the middle of the night</a> to ensure no individual was left without shelter, food or services. Sadly, people with disabilities face abuse and neglect at higher rates than other populations. When cases needed to be reported, I ensured the news was communicated in a way that maintained dignity for the individual.

CRISIS COMMUNICATIONS

Using my background as a newspaper reporter to build relationships with local media outlets, ADEC achieved more than 50 earned media mentions during my tenure as Communications Director.&nbsp; Because ADEC is subject to HIPAA regulations as a health provider, coordinating media coverage proved to be a challenge. Although we aimed to celebrate the people we served through stories – and only if the individual was comfortable with sharing their story – we were still required to navigate PHI and media consents. To allow for greater media access while also preventing HIPAA violations, I coordinated with ADEC's technology and program teams to implement a streamlined photo release and media consent process. A media release was added to the intake process for every client, and the consent was stored with an expiration date in ADEC's primary client reporting and documentation tool. When a representative from the media visited any ADEC site, a member of my team could now quickly pull a report and tell the media with confidence which individuals could not be photographed.

MEDIA RELATIONS

“I'm not allowed to vote.”&nbsp;When an individual that ADEC serves told me that while I was visiting a Day Service location, my heart broke and I knew the organization could do a better job at emphasizing self-advocacy.In addition to championing self-advocacy within the organization, I planned and executed advocacy efforts that would ensure local leaders as well as state and national lawmakers thought of ADEC when drafting policy surrounding Medicaid or disabilities. I worked closely with two state organizations on advocacy projects: INARF and The Arc of Indiana. Each Valentine's Day, I would recruit a small group of individuals served by ADEC and coordinate the delivery of handmade cards to mayors, council members and state representatives. The Valentine's cards served as a “thank you” from ADEC for supporting our mission, and often provided positive media coverage.In recognition of ADEC's 65th anniversary, I also worked with Rep. Doug Miller to draft a resolution recognizing ADEC's legacy and the impact the organization continues to have on the lives of the people it serves. A delegation of ADEC executives and clients traveled to the Indiana Statehouse in 2018 as Rep. Miller brought the resolution to the House floor.&nbsp;

ADVOCACY

The 65 Stories for 65 Years storytelling campaign reached more than 1.3 million users on Facebook, including Justin Timberlake.&nbsp;

PUBLIC AWARENESS

With more than 200 employees, many of which have never accessed their email, employee engagement can be difficult. My team successfully requested grant money to help with a #teamADEC campaign to recognize the difference ADEC employees have on the lives of the people they serve.

EMPLOYEE ENGAGEMENT

I oversaw the generation of the annual report and helped ADEC through two major accreditation surveys. I also served on the Strategic Planning committee and helped create accessible messaging to include all stakeholders in the process.

ACCOUNTABILITY

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As Communications Director, I aimed to celebrate disability – specifically, the 1,200+ people with intellectual and developmental disabilities served by ADEC. I had the opportunity to manage a team of 4 FTE cross-functional employees to advance the mission of ADEC, which is to provide choice and possibility to individuals with disabilities. The four letters of ADEC's name outline the organization's four core values:A Life of Their Own Dignity Employment Community

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https://adecinc.com/adec-celebrates-65-years-choice-possibility-trip-indianapolis-community-events/

A Birthday Resolution

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65 Stories for 65 Years

https://adecinc.com/adec-delivers-handmade-valentines-mayors-pete-buttegieg-tim-neese-jeremy-stutsman/

Dear Valentine

https://www.wndu.com/content/news/Making-her-dreams-come-true-ADEC-holds-first-ball-for-clients-480436773.html

ADEC Ball

https://adecinc.com/adec-offering-free-workshop-series-south-bend-hiring-people-disabilities-can-help-business/

Employment Workshop

A story of choice and possibility

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Just as Borrow, an electric vehicle subscription service, was preparing to scale, the start-ups CPAs started soaring.Before the start-up's founders could bring their product to investors, they needed to bring ad costs back into check so they had numbers to back up their vision.We used an agile sprint campaign to test messaging while also improving other areas of the funnel, particularly landing pages and lead follow-ups.

Slashing CPC with creative variant testing

Increasing cash flow and leads

The Partnership for Evidence and Equity in Responsive Social Systems (PEERSS) brought together 15 organizations across 13 countries to strengthen the use of evidence in policymaking. But with such a wide scope of work—and so many partners—communicating a unified vision was a challenge.&nbsp;As brand facilitator and web developer, I led the mission alignment and identity development process for this global initiative. My role was to help PEERSS find its voice — and give it the tools to be heard.

Bridging borders for better policy

When we first met Andy Bausch, the creator of Morty, he was meticulously focused on developing his product – an app that allows escape room enthusiasts to find new games, rate the ones they’ve played and connect with other players.The Morty team was proud of what they had built, but were ready to get some feedback from real users, test marketing messaging, and develop an initial growth strategy.Within just a few months, Andy and the team had a proven system to acquire users effectively and knew the “magic words” that converted users from cold traffic.

Marketing Strategy

Specialties

Check out a selection of our work

From first property to financial independence

Make it yourspace

A story of choice and possibility