Corporate Sector | PTC CPG Portfolio
Helping a Technology Portfolio Build a Modern Marketing Operating Model
THE CHALLENGE
A global software organization needed senior-level marketing leadership to stabilize execution across its Commercial Products Group (CPG) portfolio. Campaigns were inconsistent, marketing infrastructure required modernization, and product, sales, web, and marketing teams needed stronger alignment to support future product launches and customer engagement.
THE APPROACH
Black Dog stepped in as a fractional marketing leader, establishing the strategic foundation needed to support long-term growth. Within the first 90 days, we implemented a structured marketing operating model, built cross-functional collaboration processes, modernized customer-facing content, and developed a roadmap for FY27 initiatives.
RESULTS
During the first 90 days, Black Dog:
- Established a dedicated marketing operating model
- Created weekly marketing and campaign planning cadence
- Developed a new customer engagement program
- Launched planning for quarterly customer working groups
- Built a dedicated digital presence for a new growth product in the portfolio
- Produced nine product datasheets, promotional emails, nurture campaigns, blog content, and website enhancements
- Strengthened alignment between Product, Sales, Marketing, Web, and Customer Success teams
- Developed the FY27 operating plan supporting product launches, webinars, customer advocacy, events, and virtual engagement initiatives
Rather than simply executing marketing tasks, Black Dog established the leadership, processes, and communications framework needed to support sustainable growth across multiple product lines.
Client Snapshot
SECTOR
Corporate Enterprise Technology
SERVICES
Fractional Leadership
Strategic Marketing
Product Marketing
Customer Engagement
DURATION
Ongoing
WHAT MADE THIS DIFFERENT
Rather than serving as an external agency, Black Dog became an extension of the client's leadership team, providing executive-level marketing strategy alongside day-to-day execution.
Institutional Sector | Boston Public Schools
Building an Integrated Communications Strategy for District-Wide Change
THE CHALLENGE
Boston Public Schools needed a comprehensive communications strategy to support the launch of its "Your Way on a Tray" nutrition initiative while simultaneously addressing public concerns surrounding implementation delays, costs, and media scrutiny. The district required a proactive communications framework capable of engaging multiple stakeholder groups while rebuilding public confidence.
OUR APPROACH
We developed a comprehensive integrated communications plan designed to coordinate messaging across district leadership, media, staff, parents, elected officials, community organizations, and funding partners. The strategy combined crisis communications with long-term reputation management, establishing clear communications roles, stakeholder engagement plans, media relations strategies, content calendars, and measurable outreach tactics across digital and traditional channels.
RESULTS
The communications framework established:
- A unified communications strategy across internal and external audiences
- Proactive media and crisis communications protocols
- Multi-channel messaging across websites, social media, newsletters, email, BPS-TV, and community outreach
- Stakeholder engagement strategies for parents, staff, public officials, and funding partners
- District ambassador and community engagement initiatives
- Long-term communications planning supporting ongoing public trust and program visibility
By integrating strategic planning with execution-ready communications tactics, the district gained a scalable framework capable of supporting both immediate issues and long-term organizational change.
Client Snapshot
SECTOR
Public Education
District Communications
Community Engagement
STAKEHOLDERS
Parents
District Staff
Media
Public Officials
Community Partners
Funding Organizations
COMMUNICATIONS CHANNELS
Website
Social Media
BPS-TV
Community Meetings
Media Relations
Events & Engagement | PTC/USER Global Summit
Scaling Communications for an International Technology Conference
THE CHALLENGE
As the PTC/USER Global Summit expanded in size and complexity, event communications evolved far beyond traditional marketing. The organization required an integrated communications partner capable of coordinating attendee engagement, sponsor visibility, digital marketing, signage systems, production workflows, and real-time event communications across an increasingly complex conference environment.
OUR APPROACH
Over three consecutive Global Summit cycles, Black Dog served as Strategic Communications Lead, providing centralized leadership for campaign development, branding governance, audience engagement, sponsor communications, creative production, onsite communications, and integrated event marketing. As attendance and operational complexity increased, we evolved communications into a fully integrated ecosystem supporting attendees, sponsors, speakers, vendors, and production teams.
RESULTS
Over the three-year partnership:
- Registration increased from approximately 522 to 1,060
- Attendee check-ins grew from 708 to 1,018
- Built an integrated communications ecosystem spanning social media, newsletters, event signage, photography, video, mobile app communications, sponsor engagement, and onsite messaging
- Expanded sponsor visibility and attendee engagement across every stage of the event lifecycle
- Delivered coordinated communications supporting branding, production, keynote experiences, and real-time operational execution
- Established communications infrastructure designed to support the continued growth of one of the manufacturing industry's premier user conferences
As Global Summit continued to grow, Black Dog transitioned from supporting event marketing to leading integrated communications strategy and execution across the entire attendee experience.
Client Snapshot
INDUSTRY
Engineering Technology
EVENT
Annual International Conference
1000+ attendees
AT A GLANCE
522 to 1060 registrations
1018 attendees
3-year partnership
400+ creative assets
Multi-platform communications ecosystem
SERVICES
Strategic Communications
Event Marketing
Brand Governance
Creative Direction
Photography & Video
Onsite Communications/Execution
Sponsor Engagement