XYZ Graphics - A case study into how I relaunched a brand, from strategy through execution, by rewriting their story.
How repositioning XYZ as a trusted creative partner to premiere brands resulted in a 31% increase in revenue and the biggest YTD ever!
The Challenge:
XYZ was having trouble breaking free of it's reputation as a print production house. My goal was to reposition ourselves as a creative partner to premiere brands.
The Goal:
To acquire new clients and increase demand
The Strategy:
Increase brand recognition and awareness of the full range of offerings for existing and potential clients
WHO
Target Customer: Large well known brands, such as Fortune 500 companies. In the tech, fashion and beauty, and consumer electronics hardware spaces. Ideally with cyclical product launches, or ongoing updates and variations to existing products.
Pain Points: Frustrated with the quality and the process with current partners
Competitors: Other studios in the advertising space catering to premiere brands (identified top 3)
WHAT
The Product: Creative marketing services
What Problem XYZ Solves: XYZ sells services to brands who need help developing and executing marketing content, either as their marketing arm, or in collaboration with their internal marketing team.
HOW
Solution: XYZ offers consistent quality AND seamless integration with brand teams
Pain Point
Quality of deliverables from other agencies is not consistent and at the level that customers demand
Value Proposition
Consistent, high quality deliverables customers can trust
Benefit
Leveling up the quality of marketing content for customers, maintaining the premiere perception of their brand
Pain Point
Customers need a partner, not just a production studio. Current partners offer solutions based upon specific capabilities (i.e., photography or 3D)
Value Proposition
XYZ can be a true partner in the creative process. The HOW is based on what the customer needs, instead of the other way around.
Benefit
Full range of offerings from concept/ideation through execution (Creative Development, Design, 3D, Animation, Motion Graphics, Copy, Web Banners, Photography, Retouching, Lifestyle, Video, AR/VR)
Pain Point
Misalignment in how customers work with partners, leading to wasted time, delay in approvals, and miscommunication
Benefit
Efficient and effective collaboration using shared platforms and timely communication
Value Proposition
XYZ will align their method of communication with the customer’s preferences, and work within the customer’s processes
How will XYZ measure the results?
Primary Metrics
Qualified leads that lead to an Introduction Meeting or a Capabilities Presentation
When XYZ is able to secure a meeting with a potential, they have a 50% conversion rate
Increased revenue
From new client acquisition as well as increased spend on new offerings from existing clients
Secondary Metrics
Types of work - Increased demand for specific offerings such as 3D and AR/VR
Awareness / Engagement - search rankings, organic traffic…
Who exactly is the target?
Digital Marketing Manager
Brand Manager
Creative Director
Producer
Interactive Producer
Production Manager
Content Manager
Program Manager
Studio Manager
Traffic Manager
How will the target learn about XYZ?
Direct outreach from Sales
I enabled the team with training and content to make the launch a success
Copy for outreach emails
Case studies to include in outreach
Capabilities specific decks (ex: AR/VR, 3D vs Photography) to educate customers about the business benefits of a particular approach
LinkedIn Ads
Rebranded Website
Social Media
Media mentions
What will convince them?
Meet and Greet Introductions to share Our Approach
Pain point -frustration with process
Capabilities Presentations - detailed descriptions of the ask, XYZ’s approach, and the results
Pain point -frustration with quality
Results
Increased Demand
3x the goal number of new clients (a third of them fortune 500 companies)
5 major existing clients expanded scope of work into new offerings (3D, AR, design, creative ideation, web banners…)
3 new marketing partnerships with key industry platforms
Increased Revenue
Increased revenue 31.8% with 2022 as biggest YTD ever!
Increased Awareness
Google search rankings moved from page 3 to page 1
Increased organic web traffic by 30% in the first 3 months
Updated Mission Statement
Testimonials from Google team for work on Pixel 7a 3D Phone
“The Real-time/AR pipeline we established for Google's hardware, with the help of a few amazing folks, now has some of the highest engagement rates. The metrics are staggering, taking consumers from just viewing to adding items to their cart.”
“ We increased product sales over 40% by converting viewers to buyers.”
“We are very happy how this went. This is definitely the direction we would like to go. Thank you again! “
See examples of the marketing content I created for XYZ’s clients HERE
How I add value to your team
With over 15 years of experience, I combine my in-depth knowledge of branding and visual communication with practical marketing experience to get results
Examples of my skills and past experience
Marketing
Led internal marketing and rebranding efforts from strategy through execution, defining new messaging and positioning, developing GTM strategy, and managing launch.
Resulted in growth and largest YTD in 2022
Collaborated with clients to create premier on-brand marketing content
Leadership
Supervised team of 15+ with a focus on creating an environment that encourages innovation and collaboration
Spearheaded initiative to successfully expand into new technologies by aligning team around a shared vision
Customer Empathy and Satisfaction
Used quantitative and qualitative data to identify pain points and opportunities
Converted and retained customers successfully with a customer first approach
Written and Verbal Communication
Delivered high stakes presentations to clients and executive leadership
Explained complicated concepts simply and clearly to cross-functional teams
Relationships
Built and maintained ongoing relationships with key internal and external stakeholders
Established mutually beneficial strategic relationships with industry partners