Putting a Start Up on the Radar of the Capital Region

Timeframe: 08/2025 - 11/2025

situation

Tim Beadnell, CEO of Recalibrate HCM, engaged me to orchestrate a high-visibility market launch in the Capital Region. The objective was to introduce the Rochester-based startup with credibility, generate immediate awareness, and clearly signal that, after two years of consulting, Tim had returned to an executive leadership role in the payroll industry.

To achieve this, both Tim and the company required a cohesive digital presence, consistent platform alignment, strategic public relations support, and coordinated early momentum across LinkedIn, Google, and relevant industry media.

challenge

During his two years as an independent consultant, Tim had been largely digitally dormant, resulting in zero recent visibility, audience engagement, or channel momentum at the time of launch. Reintroducing him to the market required rebuilding presence and credibility quickly, without the benefit of an active content history or sustained online positioning.

At the same time, while the company had a basic website and logo in place, there was little strategic infrastructure to support coordinated campaigns. Core elements such as platform consistency, listing alignment, CRM integration, and scalable content systems were not yet established, making a synchronized, high-impact launch more complex.

Approach

Strategy & Brand Alignment

• Used Tim’s football coaching experience to develop a distinctive professional voice, connecting his leadership perspective with his payroll expertise.

• Refined the logo, banners, naming, and messaging to present Tim and Recalibrate HCM consistently across public-facing platforms.

Public Relations & Online Presence

• Established company listings across Google Business, Yelp, Crunchbase, and relevant industry directories, with consistent business and contact information.

• Created a LinkedIn business page and revised Tim’s personal profile to reflect his executive experience and return to payroll leadership.

• Prepared media materials and arranged an Albany Business Review People-on-the-Move placement to introduce Tim’s new role and company.

Marketing & Growth

• Developed and executed a LinkedIn content strategy, sequencing launch and follow-up posts to reintroduce Tim and sustain attention beyond the initial announcement.

• Created a professional bio, flyer, and tailored outreach emails to support sales conversations and partnership development.

Results

• Tim entered the market with immediate visibility. The LinkedIn launch announcement introduced the company and Tim’s return to payroll leadership, reaching 13,000+ organic views and generating 271 likes and 212 comments.

• The response reached beyond the Capital Region. Former colleagues, clients, and industry contacts reconnected with Tim, with people reaching out from across the country following the announcement.

• Follow-up content reached 8,000+ organic views, with subsequent posts averaging 1,100+ organic views. The launch established an active professional presence after two largely quiet years online.

• Public Relations generated business. A $350 Albany Business Review People-on-the-Move placement, appearing online and in print, directly led to a $6,000 client engagement, connecting the company’s introduction with an early commercial result.

• Tim gained the freedom to focus on sales, partnerships, and growing the business. With marketing and public relations handled independently, he could concentrate on his priorities with very little oversight required from him.