\\ BUILDING A MARKETING ENGINE FROM THE GROUND UP
The Ask:
Kennedy Events was a company that ran largely on referrals. When I started working with KE, they were a team of two, growing to a team of nine (and counting!).
The company needed a way to pull in more qualified leads, shorten the sales cycle, and more deeply educate their clients on the sometimes daunting task of throwing a large-scale event.
The Answer:
As a first project, together we created a brand strategy to deepen the brand beyond the founders. From there we created strong foundations with a new brand and website. Then we turned on monthly SEO + content creation to really get the marketing engine purring. Now the company has a steady stream of qualified leads from inbound marketing efforts.
The Deliverables: brand strategy, brand positioning, company brand identity re-launch, copywriting, art direction, brand photoshoot, website overhaul, SEO + content strategy, ongoing monthly marketing support, and team management of all projects.
Some Eye Candy:
Brand Strategy:
Target Customers
Market Opportunity
Elevator pitch
Brand Pillars
Content Strategy
Brand Words & Phrases
Founder Voice Strategies
Art Direction:
Bright
Light
Creative
Capable
Nimble
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Design Concept:
Creative
Confident
Bold
Brand Identity:
Logo
Secondary Logo
Collateral Suite
Brand Guidelines
New Digital Home:
Website that converts searchers into qualified leads
SEO Strategic Copywriting
Architecture and customer path extend the warmth of the KE Brand while directing readers to materials to deeper educate themselves
Email, SEO and Content Campaigns:
Monthly support on email marketing, blogging, content upgrades and SEO growth
Project Credits:
Project Oversight & Team Management: Jenni Hefernan Brown
Brand Strategy & Positioning: Jenni Heffernan Brown
Art Direction: Jenni Heffernan Brown
Photography: Mitch Tobias
Brand Identity Suite: Juliet Meeks at Juliet Meeks Design
Content Strategy: Jenni Heffernan Brown
Copywriting: Rachael Ann Allison at Olive Tree Creative
Website Development & Design: Sophia Mavrides at Hi5 Studio