BRANDING, STRATEGY & ECOMMERCE
While on contract with Company X, I facilitated brand identity workshops that clarified its mission, vision, purpose and values and worked with the creative team to develop personas and a digital marketing calendar and strategy. On a tight schedule, I also transitioned the company's ecommerce offering in-house, managing the design, troubleshooting, logistics and marketing for the first month as it adjusted to the new system. I was point of contact with outside contractors and collaborated with them to achieve an end result consistent with the company's redefined vision and voice.
For further information about the process please feel free to get in touch.
DEFINING THE VISION
Over a few hours and as an introductory exercise I called on partipicants to envision their company in 3-5 years time. What would be the indicators that it had achieved success? What would the characteristics of the company and its culture be? These were then organized by the group into areas that felt like natural priorities for vision going forward.
CLARIFYING THE MISSION & PURPOSE
Though the company has been operating for over 10 years this exercise encouraged the team to explore what the company's mission should be. Together we considered what the company does, what makes the value proposition unique, how the business goals are achieved and who the company is serving. Based on this a single, inspiring idea was captured that the team felt was its purpose statement.
FINDING THE VALUES
Defining the company's values was a one on one exercise with the CEO. The three part statement encompassed the company's manufacturing and ethical standards along with its principles as a human team. These were composed with the goal of expressing core values to the community and consumers that it serves.
IDENTIFYING THE PERSONAS
Identifying personas was the next step of the workshopping phase. These were shaped by the creative team based around demographic data from a previous ecommerce site with the goal of encouraging the design and marketing teams to empathize with the end user of the company's product. This was the first step toward journey mapping and part of a comprehensive digital marketing audit of the company's existing digital assets, contentand processes.
BUILDING OUT THE STRATEGY
This high level systems diagram was part of the overall strategy document prepared for the company which outlined the aspects that were identified as priority tools and channels within the digital ecosystem. All of these aspects feed into one another in a continuous loop using data as a means of understanding and continually refining the service offering and the diagram was used to introduce the structure before drilling down intogoals, metrics and means of future iteration and innovation for specific products and campaigns in the future.