OSHEPRO
OSHEPRO, a Phoenix-based risk management software company, transforms how safety leaders approach OSHA compliance through smart dashboards and mobile-first tools. As an independent contractor, I developed comprehensive go-to-market strategies that bridged the gap between corporate safety directors and frontline workers that use and need software like OSHEPRO.
Reaching Two Different Audiences
The core challenge centered on reaching two distinct audiences: tech-centered office managers who consume digital content and field workers with limited smartphone access, many of whom primarily speak Spanish. I executed a dual-track approach, creating targeted social campaigns and website optimization for corporate users while developing weatherproof bilingual materials, safety stickers, and verbal communication protocols for field teams.
Working directly with the founder, I launched initiatives spanning brand development, field marketing, and event communications. The comprehensive strategy included website redesign, bilingual printed materials, and coordinated digital campaigns that aligned with OSHEPRO's "Smart. Simple. Scalable." positioning.
Through industry events and direct customer feedback, I refined messaging to emphasize trust and reliability—critical factors in regulated industries where safety oversights have life-or-death consequences. The result was inclusive, data-driven marketing that resonated with diverse stakeholder groups and supported the company's mission to help safety leaders "stop managing and start leading."
Why Marketing Matters for Safety Tech Startups
Trust Before Technology: In safety-critical industries, marketing serves as the primary trust-building mechanism. Unlike consumer tech where users can afford to experiment, safety professionals need absolute confidence before adopting new tools. Marketing becomes the bridge between innovative technology and conservative industry adoption patterns.
Breaking Through Industry Inertia: The safety industry traditionally relies on established relationships and word-of-mouth referrals. For OSHEPRO, marketing created systematic pathways to reach decision-makers who might never encounter the product through traditional channels. This was particularly crucial for competing against entrenched legacy systems.
Democratizing Safety Innovation: By developing bilingual, field-accessible materials, marketing ensured that technological advances reached the workers who needed them most. This inclusive approach differentiated OSHEPRO in a market where many solutions only serve management layers, creating genuine competitive advantage.
Scaling Founder Vision: In early-stage companies, marketing translates founder passion into scalable messaging systems. The "stop managing, start leading" mission needed consistent articulation across all touchpoints to build brand recognition and establish market positioning before larger competitors could respond.
Resource Optimization: For resource-constrained startups, strategic marketing maximizes limited budgets by identifying the highest-impact channels and messages, ensuring every dollar spent advances both immediate sales goals and long-term brand building.
