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lineup.
services:
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consistent refinement and elevation of the lineup brand voice, tone, and style across all customer touchpoints
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strategic support for launch of a new product
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strategic content development and ongoing support
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bi-monthly strategy sessions and continuous email communication for project alignment
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allocated monthly hours for high-priority projects, including prepping for industry conferences
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overhaul of website copy for enhanced brand messaging and user engagement
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lead project management and oversight of website redesign initiatives
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craft and refine original content for a cohesive brand narrative
"toth shop has been instrumental in shaping lineup’s voice and presence in the market. their ability to craft clear and engaging messaging is matched only by their gift for actively listening – which allows them to truly understand our needs. they are not just top-tier communicators; they’re trusted partners who bring insight, creativity, and care to everything they do!"
– derek haese, assistant vice president of business development, lineup
the client:
lineup is a tech company. but their priority has never been systems or processes – it’s always been people. their platforms make managing your people’s data simple, streamlined, and impactful. they launched their volunteer management system in 2019 and have helped countless nonprofits, associations, and other organizations build stronger teams with smarter data.
the action:
with a unique product and a specialized audience, lineup needed a partner who could turn complex ideas into clear, compelling messaging. toth shop stepped in to offer tactical support in 2023. the relationship quickly evolved into a full-scale partnership. today, toth shop serves as lineup’s designated creative officer (dco), managing and executing all of their marketing needs from ongoing content strategy & creation to conference material prep & website revamps.
in 2025, lineup launched a new product: lineup credentialing. this required all-hands-on deck, and toth shop played a central role in the product’s go-to-market presence. they helped develop a marketing strategy that reflected the value and innovation behind the new offering, including copy & design for a new website page, product-specific messaging, and content across customer touchpoints.
the result was a confident, cohesive launch that set the tone for what’s next for lineup.
the impact:
today, lineup shows up with a stronger, more intentional presence across every channel. during a pivotal leadership transition, toth shop partnered closely with derek haese, assistant vice president of business development to shape & amplify his vision for the company.
together, they re-crafted the lineup story in a way that felt more aligned with who they were: a people-first tech solution. their messaging became less about the technical ins & outs and more about the results of knowing your people better. the results? their case studies saw 74% increase in traffic with visitors spending 57% more time on the pages than the previous year.
the launch of lineup credentialing made the team re-evaluate how they present themselves in look and language. toth shop led a strategic brand refresh which involved updating core elements (e.g. logo and tagline) to better reflect lineup’s voice & position the company for its next chapter.
with that foundation in place, toth shop facilitated an ongoing, data-driven website revamp focused on sharpening lineup’s messaging & user experience. this work complements the consistent content strategy spanning blog, social, and email with the goal of connecting lineup regularly with its audience in a purposeful way.
