Originally brought in as a graphic designer, my role and responsibilities grew into utilizing my expertise of building a brand.
As a B2B company, Propur's structure of sub-brands and its hierarchy of its catalog were widely miscommunicative to the general public. One task was to consolidate the sub-brands and provide product management to support the brand's transition from business-facing to consumer-facing (B2C).
By entering an existing marketplace that's new to the brand, positioning it within that marketplace was crucial to embrace its newfound audience. With consumer and market research, I was able to develop and establish funnel points that would embody a strategy to communicate the brand's intentions and products.
Following, an optimization of the platforms within Propur's online marketing strategy including Google and Facebook. With the target audience evolved and an exhaustive audit for its digital marketing, crucial metrics and the brand's competitors were revealed allowing a revamped social media strategy.
With the brand and its assets in new order, it was time for a new visual language system that communicated the brand's identity. The voice, vision, and mission of the company compelled the rebranding process. Blue for water, an elegant yet friendly typeface, and a digital presence that's searchable, memorable, and impactful - Both visually and personally.
The branding's concept was challenged by visually maintaining Propur's level of expertise and experience in the water filtration industry while making the information explicable by the general public.
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Develop and re-strategize a brand and its digital marketing tactics in order to help the former B2B company increase their margin of B2C profits and transition into a direct-to-consumer space.
Propur originally had a focus on B2B Ecommerce with a product's contradictory intent for individual consumers. The company relied on its distributors for a large portion of profit by selling a fantastic product, but without any brand consideration. After building the brand's entity, its digital marketing efforts will need to be reconsidered to comply and optimize to the new brand standards.
Through existing consumer research and audience rediscovery, an identity that embodied the company's mission and values was created. Afterwards, a complete social media and search engine revamp was in place in an effort to assist brand discovery and engagement. The solution was to also improve product visibility, relevancy through these efforts as well as increasing data analytics for content optimization and the customer journey.
With an inclusive brand that provides a feeling of doing good and subscribing to a sociable niche, user-generated content is nearly automated to build around the product, making content planning on social media a breeze. As did the brand guidelines that mentions an efficient use of color, typography, and composition. Implementing remarketing tactics throughout the advertising campaigns benefited the company the most. It allowed Propur to reach out to cart abandoners through advertising and email marketing using existing purchase incentives. Social media fans and previous customers were targeted for another, deeper, visit to our website for an increase in customer lifetime value and page session quality.
Aside from an overall increase in visitors, Propur's Google Search Ads accomplished a higher amount of paid-traffic while simultaneously lowering the budget. This was possible by creating stronger ads that out ranked the competition by relevancy to the query as well as to the landing page. Dynamic Search Campaigns helped with filing in the gaps between the targeted keywords and users' search queries. The amount of organic traffic also increased with Propur's searchability heightened through optimizing the existing page's content. Overall, the total revenue from all forms of traffic more than doubled from the starting monthly period.
As the brand's presence grows rapidly throughout social media - organic traffic, influencer marketing, and advertising proves to be sound for investment since the ROI increased as much as 12-fold the original. Back linking efforts done externally from my duties helped us recapture our branded keywords without wrongfully increasing our bids on them.