Market Expansion
Industry
Software
Client
Literature & Latte
Start Date
May 2022
Literature & Latte problem
Literature & Latte, the creators of Scrivener and Scapple, had a beloved product, an enthusiastic user base in the UK, and a strong reputation among serious writers—but their marketing wasn’t keeping pace with their growth ambitions. In fact they saw their US marketshare dwindling. They needed a way to modernize their messaging, clarify their positioning, and create a marketing engine that could consistently attract, nurture, and convert a niche audience of authors, academics, and creative professionals. Partnering with Brigid Marketing Services provided the strategic marketing leadership to connect their product story to the right buyers, develop high-performing campaigns, and build a foundation for sustainable, long-term growth.
Strategic Clarity
Reframed product positioning and value propositions so that complex features translated into simple, compelling benefits for different segments of writers and researchers.
Messaging Alignment
Aligned website copy, campaign messaging, and key customer touchpoints to create a consistent brand voice across channels and stages of the buyer journey.
Campaign Structure
Introduced a structured marketing approach, including clearer goals, prioritized initiatives, and repeatable processes to support launches and ongoing promotions.
Growth Foundation
Established a roadmap for future marketing efforts so the internal team could execute confidently, measure what matters, and scale efforts without losing focus
Literature & Latte Approach
The engagement began with a deep dive into the customer base, current marketing activities, and the competitive landscape for professional writing tools. From there, we translated those insights into clear positioning, updated messaging frameworks, and a practical plan that connected business goals to specific marketing actions. Working as a fractional CMO, the focus was on building repeatable processes—clarifying priorities, defining success metrics, and aligning internal stakeholders—so that every campaign and piece of content supported a unified growth strategy.
Literature & Latte result
With clearer messaging and a focused marketing strategy, Literature & Latte used its high-performing U.S. social media and pay-per-click campaigns as blueprints for international growth. The team adapted these proven campaign structures, creative concepts, and audience targeting models to local markets, enabling a consistent brand story, scalable execution across 18 additional countries, and marketing initiatives that drove both global user adoption and long-term revenue growth.
Literature & Latte Endorsement
“Kari was an absolute pleasure to work with, and her extensive knowledge helped us find and fill numerous gaps in our marketing strategy, with impressive results. I would recommend Kari for her skills in growth marketing, her incredible attention to detail and analytical abilities, and importantly, the quality of her contacts, who have helped us build on her recommendations with further success.”
Julia Pierce, Co-founder, Literature & Latte
