Upstate Interactive
Established in 2016, Upstate Interactive was a Web3 software development company. Along with extensive market and competitive research, I developed and executed a persona-based product and content marketing strategy.
The company was acquired by Foundry after achieving significant growth and success in the Web3 space.
SWOT Analysis
Conducted as a part of a comprehensive marketing plan.
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➔ Strong list of repeat enterprise clients
➔ Promoted successful blockchain projects (Pollen, Foundry, Creaticles, etc.)
➔ Blockchain clients extend their contracts after witnessing technical expertise in action
➔ Advantage over mostly offshore competitors to win US-based business
➔ Actively involved in the tech community (attending events, participating in MGD, etc.)
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➔ Lack press appearances
➔ Not working with Ethereum-alternative blockchains
➔ Unlisted on B2B sites that competitors have profiles on (other than clutch)
➔ No awards, certifications, or statistics
➔ Struggling to keep up with the rising number of project inquiries
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➔ Contract extensions/upselling enterprise clients
➔ New services (AI, IoT, auditing, etc.)
➔ Blockchain projects need front-end design and smart contract development assistance
➔ More industries are using blockchain to overcome supply chain hurdles (inefficiency, high costs)
➔ Pandemic-driven budgets may increase demand for outsourced software development
➔ Partnerships
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➔ Government regulations/the blockchain industry’s unpredictability
➔ More blockchain startups will likely pop up
➔ Traditional software companies are adding blockchain services
➔ The increasing demand for smart contract/dApp development projects may lead to a talent shortage
➔ Rising ETH gas fees
Digital Media
Social Media
Consistent LinkedIn, Twitter, and Instagram posts about employees, customer stories, and other news helped Upstate foster a strong relationship with its audience.
Medium Blog
Writing a variety of technical and non-technical articles for the Medium blog further positioned Upstate as a reputable thought leader in the space.
Press Releases
Press releases about project launches and partnerships enhanced Upstate’s brand identity, search rankings, and overall digital presence.
Case Studies
Created as a key selling piece for the business development team, I interviewed product owners to gather information, turning bullet points into designed, content-rich case study PDFs. The case studies were also a focal point of the new website.
Website Overhaul
The website overhaul included drafting copy, collaborating with leadership and business development for review, and working closely with the web developer to advise on layouts. The goal was to go to market as a blockchain development company, pivoting away from a previous focus on traditional software development.
