Extending the Conversation at Way Solutions
"Brings 'art' to our messaging and direction"
— Jennifer Way, CEO, Way Solutions
Way Solutions is a career consultancy that serves both the corporate sector with talent acquisition and employee retention, as well as job seeking individuals with resume building and career coaching.
Salem Roberts was brought in to work directly with CEO Jennifer Way to map and refine how the business engages people across the full customer journey.
The work focused on building a system where each interaction leads naturally to the next, creating continuity between first contact, deeper engagement, and long-term conversion.
One of the key insights was the need to extend the conversation beyond the core business.
A secondary brand for Jennifer Way as a speaker and author was developed to introduce new audiences and create a more consistent flow of inbound interest.
This included the direction of digital platforms, supporting materials, live events, filmed speaking engagements, and the development and publication of a book.
Small shifts in how ideas were introduced and carried forward led to measurable results.
Within two years, Way Solutions saw a 168.79% increase in annual client revenue.
A simple "virtual coffee" card, given to attendees at speaking events, created a clear next step for engagement and resulted in a 109% increase in revenue within six months following the engagement.
In parallel, Roberts co-created educational content designed for both clarity and retention.
This included live workshops and e-learning courses for LinkedIn, Nissan, Dollar General, and The General Auto Insurance, along with the design and delivery of supporting materials.
The result was a system where ideas were introduced clearly, reinforced across touchpoints, and continued through ongoing interaction.
