TSSG
Social media management, strategy, and content creation for the best Generac business consultants in the nation.
Role: Creative Media Manager
Dates: December 2023-March 2025
Founded by Chris Stilwell in 2023, The Stilwell Specialist Group (TSSG) has since grown to work with over 100 Generac dealers in 36 states across the nation. I came to TSSG during it’s initial year, where it faced the issue every startup faces - the need to grow their brand and get people to know who they are.
There’s a lot of sales coaching guru’s on platforms; many seen by the average scroller as being scammy or manipulative. Chris and team, however, don’t lead clients into the false hopes of becoming a millionaire overnight. Instead, TSSG focuses on providing actionable insights that creating custom software that generates measurable impacts and ROI for dealerships. Building a social media presence from the bottom up presented a lot of opportunity and challenges - with some fun (and happy corgi fuzziness) along the way.
TSSG was a new and ambitious business coaching and sales enablement startup that was loooking to make a splash in the generator sales industry.
Audience
TSSG’s target audience is a very specific niche within the sales industry. The main audience consists of sales managers and owners at Generac dealerships. Notably, TSSG only works with generator dealerships who sell Generac - not any other brand - which makes our target user even more specific. Managers and owners are in the position to purchase TSSG’s coaching products and digital solution services for their dealerships.
Secondary audiences include dealership staff, which includes sales specialists. These are individuals who may come across content and be inclined to incorporate TSSG techniques into their own process, or share with other team members at their workplace.
Research
During the beginning of my role, I also evaluated the company’s current social media pages. At that time, the accounts were lacking in visual consistency, as well as valuable content. From then on, we constantly worked on developing a consistent visual look across all platforms. As the company grew, this look-and-feel was adjusted overtime to align with TSSG’s goals.
Research was conducted on the content of existing sales trainers. The niche has evolved over the years to include very large names in the business with similar design style choices. A majority of this content incorporated large, sans serif type. Short-form video content was used with the addition of subtitles.
TEMPLATE
In readjusting the strategy, I decided to focus on creating more graphic content as a compliment to the short-form videos. A graphics template was created to align with the company’s current branding. Shortly after, the company underwent a small brand refresh to better align with new goals. This refresh introduced new design elements into the identity. The templates were then updated with these new changes.
Graphics
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When Instagram changed the size of the gris in early 2025, these changes were also reflected in the template and in all future graphic posts.
Short-Form Video
We determined that given TSSG’s status as a new company, the focus would be on creating content that generates the potential for greater reach. With short-form video being the predominant content type for sales trainers, coinciding with the fact that it was the most popular content format overall, the decision was made to focus on producing short-form videos containing sales tips geared towards Generac specialists.