What we did
In order to create brand awareness, improve keyword research, and advertise the services offered by this company, we created an optimized copy that connects with their audience, delivering the right message, using the right words.
What we did
Industry: Networking Community for Expatriates
Symbolism: On the 16th anniversary of the organization’s founding, IBCircle decided to update their name and branding. Our design process to create IBC's new logo had their audience in mind; formal/business, yet casual and straightforward. Members of the community are world traveled, cosmopolitan, intellectually engaging, and the logo and branding reflects those nuances with gold colors and blue to express trust and communication.
Close The Gap
Client
What we did
Industry: Cycling gear
Services Provided: Social Media Management and logo adaptation
Process: Since the brand was making its entry into the US, the local representative decided to keep the logo for consistency, but adapt its colors to the country.
What we did
Industry: Beauty and Wellness
Services Provided: Branding Board, Logo Creation, Brand Concept
Element: The Cradling Hand + Lotus Flower (caring).
Symbolism: The company’s mission is “creating beauty in the world with my hands, heart and soul, making people feel beautiful from the inside out”. With that in mind, we conceptualized the image of the Lotus flower (beauty and purity) with the cradling hand (helping and caring), using the business owner’s favorite colors.
What we did
Industry: Beauty and Wellness
Services Provided: Logo creation, Brand Concept, Social Media Management (including in-loco photo productions).
Element: Stylized eyebrow using the Brazilian flag colors, adding the business initials
Symbolism: Since the business owner is Brazilian born, we created a very diverse but cohesive brand image. On her social media channels, we posted three times a week and created posts mixing sense of humor, high quality images, usage of the brand's color palette, and very responsive customer services.
Case Studies
Over the course of 20+ years, I have had the pleasure of working with a wide array of businesses all across the globe. From lash studios to restaurants to tea companies, I am a marketing strategist with experience in a lot of different kinds of industries. We are talking about different cultures, languages, values, and demographics, from long before the current digital advertising boom. I’ve seen a lot!
I have also worked with agencies and their clients on strategies, social media content creation, management, and advertising--essentially becoming their right arm in all stages of their business growth. While I am not at liberty to share the specific work created and deployed for those agencies or their clients' names, I can certainly discuss the processes and strategies created for them.
I have curated a selection of case studies for you to better understand some of my work in action. Please check it out.
Segment: Restaurant/Franchise
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Lack of brand awareness
Low ranking in search results
Mixed reviews
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Content: Find and understand the online demographics, improve the quality of current brand perception, get more accurate content in front of more people, improve interaction on current social media channels, and integrate UGC into the content.
Searchability: Integrated SEO and branding efforts to create effective organic traffic in order to increase brand reach. Creation of special/ongoing campaigns, such as Veterans discount, Kids Eat Free day, LSM tactics for franchisees, and seasonal dishes.
Reviews: Employ social listening tactics to pave the way for better customer reviews and enable the client to monitor the early stages of their customer journey (we opted for the Hootsuite Online Reputation Management tool.)
This overall strategy also included using Google Keyword Tool, implementing an ongoing content audit tool, and A/B testing paid ads.
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We were able to increase social engagement across all social media channels by almost 3 times the industry average. We also increased email signups by promoting specials and other tailored news in an informative format (industry findings, research results, and local news)--this email signup tactic allowed us to increase email subscription rates by 45%.
The client doubled organic engagement by committing to responsiveness to social media posts replies, DMs, and reviews and by using UGC as part of their content strategy.
Segment: Adult party, Partygoers
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Because the business falls into the restricted/controlled products list, paid advertising was not an option
Lack of product clarity
Lack of brand awareness
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Facebook Group for insiders’ communications, stories exchanges, and product usage videos
SEO strategy–including on-page, blog, direct communications, newsletters, SMS
Implementation of Instagram Shop for quick ordering
Participation in industry events (concerts, festivals, music events-national and international presence)
Develop a consistent and cohesive social presence.
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The company has seen incredible growth through continued experimentation, improved social presence, and sticking to its core audience. Due to the newly gained popularity, we also started experimenting with SEM strategies, with significant results in region-specific, tailored ad content/demographics campaigns, and daily adjustment for positive and negative keywords.
Segment: Commercial Roofing
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Amplifying the company’s 100 years anniversary celebration on a budget
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Due to concerns around the budget for the 100 years celebration, we combined tactics that involved a new direction on social media content (portfolio, hashtags, etc), the company’s website rebranding and redesign (new anniversary logo, new colors, and new website flow), storytelling blog posts about the 100-year company history, and local sponsorships were some of the steps taken to spread the word without a high investment. We also developed a LinkedIn Sales Navigator strategy for a more partnership-based with the company’s target audience–commercial building owners and tenants, universities and other schools, churches, and government building contractors, to name a few.
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By celebrating the milestone with targeted actions, the business offered a valuable way to connect and engage with employees, partners, and customers, even without the usual combination of a large event and PR relations efforts.
Other Case Studies
Insurance Professional – Brazil
This client’s goal was to start his career transition from an insurance broker to an executive educator/coach. With 36 years of experience as a local business owner and successful insurance broker, our initial approach started by defining the local certifications required for such a career change, followed by:
Demographics and psychographics report
Website creation
Brand identity and guidelines
Google Business Profile creation
Social media channels definition, content creation, and management
Competitor’s analysis
Initial marketing funnel design
Participation in lectures, podcasts, and SEO-friendly article writing for email marketing and LinkedIn
After seven months of ongoing work, this client has participated in multiple insurance conventions in Brazil and Latin America. He has also been hired by the state’s Insurance Brokerage Association as a sales consultant and is now working on writing his first book on insurance practices.
Tea Company - India
A complete target analysis of their potential audience was conducted in the United States and Canada, including demographics, psychographics, media consumption, creation of buyer’s persona, campaign KPI’s, competitor’s analysis, and social media strategy.
With a very detailed exploration of all the information in hand, our proposed campaign changed the usual approach to a more competitive, segmented, and lead-with-benefits sub-campaigns to attend to a very diverse audience. We also added new tactics, such as Automation, Remarketing, PR, and Influencers.