Original e-Stewards Website

Updated e-Stewards Website

e-Stewards

The Challenge

e-Stewards’ brand was tied up with Basel Action Network’s (BAN)—the parent organization. There was little indication e-Stewards was distinct or business-friendly—the tone, feel, and voice were interchangeable with BAN’s. 

Little to no data existed on clients’ needs, so there were no models, e.g., user stories, personas, to base solutions and communications.

The Process

1. Researched existing marketing data, properties, and practices.
2. Interviewed stakeholders, conducted market and competitor research, and developed surveys to gain marketing insights.
3. Updated our mission, vision, and value statements using key marketing insights.
4. Established three market segments and mapped out their customer journey.
5. Created metrics baseline of existing e-Stewards properties, e.g., blog, website, social media.
6. Developed insights on market segments pain points and how people sought information.
7. Analyzed e-Stewards resources and the best way to spread our messaging.
8. Created a brand style guide for consistency.
9. Reframed the e-waste problem through positive content as an issue everyone can contribute to solving.
10. Developed new brand, website, map app, and collateral.
11. Worked with a graphic designer to create unique branding for each market (enterprises, recyclers, and consumers.)
12. Researched the best site flow for users and diagramed it.
13. Created unique website sections for markets—color-coded so users knew where they were on the site at all times.
14.   Choose color scheme that evoked positive emotions.
15. Developed collateral using segment color coding for brand consistency.
16. Created simple homepage so users could pick which section suited their needs.
17. Choose “Learn more” for CTA’s so users understood they would be taken to informational pages.
18. Created tool kit filled with customizable content for recyclers’ marketing.
19. Conducted usability testing with key stakeholders for website, toolkit, and map app.
20. Created email and social media content strategies.
21. Segmented customers in Salesforce and targeted messaging to move them down the funnel.

The Result

A sharp increase in site traffic, new users, and requests for information on becoming recyclers and enterprises. Also an increase in brand confidence and retention from existing recyclers and enterprises.

Antioch University

The Challenge

Antioch University’s (AU) branding was inconsistent. Our Seattle campus’s (AUS) messaging needed to better highlight student needs, including program outcomes. We were lacking in digital marketing and hadn’t mapped out the student journey and what motivated them to invest in our programs.

The Process

1. Collated all existing campus-specific resources, materials, and metrics.
2. Worked with the Director of Enrollment to pinpoint programs needing boosting.
3. Collaborated with AU marketing managers on resources and systems available for use university-wide.
4. Interviewed faculty one-on-one, dropped in on lectures, and attended faculty and student meetings to understand programs and post-graduate applications of degrees.
5. Interviewed alums and recruited some for marketing, e.g. photoshoots and quotes for ads.
6. Highlighted student stories in niche programs through media, including video and photography.
7. Developed university-wide social media strategy after synthesizing marketing data.
8. Educated AUS faculty through presentations on how they could contribute to effective marketing.
9. Focused messaging on program outcomes, e.g., post-graduate careers, student experience.
10. Created a university-wide content calendar for marketing managers to share with their faculty.
11. Contributed to the student lifecycle, personas, and branding.
12. Contributed to university-wide style guide to make messaging cohesive.
13. Increased AUS’s asset library through photo and video shoots that aligned with our marketing objectives, e.g., focusing on art and drama therapy programs.
14. Created email marketing funnel, including templates for automation.

The Result

Higher enrollment across targeted programs, better brand awareness and ranking on search engines, and a much happier faculty. My campus (Seattle) became number one for enrollment.