MY CONTRIBUTION:
In auditing the brands existing user flow and content, I found there was a lack in communicating the brand difference, product offerings, and specialty as well as inconsistency in brand voice, tone, and story. So I first developed a content style guide to define the core brand message, tone, and story as well as brand phrases and taglines. I then made content strategy recommendations to create a more cohesive and clear customer experience and journey. Next, I applied the updated content strategy across all customer touchpoints, including website, email, social media, product packaging, and also renamed products and wrote product narratives.
Next, my client identified that they had strong customer retention and repeat purchasing, but struggled to grow their sales funnel. To solve this problem, we created content assets to use on their blog, Pinterest, and social channels that were free downloadable guides. We made high-value content in our area of specialty to build trust with our target customers while also collect email addresses that could then be used for email marketing and digital ad retargeting purposes.
In addition, Kaliks Collective wanted to create a scalable content product that served customers outside of their core physical skincare product line. I determined that offering guided wellness programming was both in the area of genius for the brand founder and could deepen thought leadership in the niche skincare arena where the brand wanted to expand its market share. We created a guided nutrition program that included a main program guidebook, promotional elements (email marketing and digital ads), customer support elements (daily emails, private zoom meetings, Instagram lives), and a feedback loop to collect data. The result was a success and has been duplicated by the client over 4 times since the first program was unrolled.
