The home care and renovation market is saturated, but Thumbtack’s soon-to-launch new in-app technology will give the brand a unique opportunity to own the market. But first, the company and its stakeholders needed to align on who they are. With differing views on whether Thumbtack was a marketplace or a platform, the team looked outward to find answers. My take? Thumbtack is a technology company helping millions of people confidently care for and improve their homes by helping homeowners take back control.
For the next few months, I immersed myself deep into the landscape of Thumbtack’s users, homeowners and home professionals, its competitors, and its messaging to find a gap and new messaging opportunity in the sector. Alongside Thumbtack’s Head of Marketing and its CEO/Founder, I created the brand’s new boilerplate language, internal tagline, tone, and messaging descriptors.
Let me reintroduce you to Thumbtack: the app that gets life done.
A Look Behind the Curtain
The strategy behind the messaging statements
Your home is so much more than walls and appliances. It’s your place to build a legacy, to make memories, and mold with personality. It’s really a reflection of your life. Based on an in-depth analysis of Thumbtack’s competitors, here are the four strategic avenues of messaging I directed Thumbtack to lean on to showcase its unique benefits and brand promise as the ultimate home partner.
Benefit: Give Homeowners The Control They Crave
We help people own home ownership
Take control of your home
We empower homeowners to take control of their lives by changing how people manage their homes
Benefit: Thumbtack is Redefining an Industry Through Technology
Through technology, we give everyone the confidence and capability to care for their homes
Home ownership, reimagined
Thumbtack is redefining the home services industry through technology
Through technology, we make home management easier
Thumbtack is committed to making homeownership better through technology Through technology, we give everyone the confidence and capability to care for their homes
Benefit: Get All Homecare Completed, All In One Platform
Everything homeowners need, all in one platform
Thumbtack consolidates the entire home services industry onto one platform
Our platform empowers people and professionals to get jobs done
Benefit: Find Care For Your Entire Living Lifecycle
All of your life you’ve dreamed of your perfect home. From move-in, to move-out, and everything in between, Thumbtack helps you get there.
Homeownership is a lifetime achievement. From small fixes and routine maintenance, to major home improvements, Thumbtack helps homeowners accomplish their goals.