Stage 1: Before Joining Emily Grene
Before I joined Emily Grene as their marketing director, the company had no digital marketing plan in place. Their content was dated – the website had not been updated since 2017 and lacked Google Analytics. More importantly, customers were not at the center of Emily Grene’s digital presence, and the company was missing major opportunities to build customer relationships. Like their website, their social media accounts were not being updated, and the website was not designed with the end-user or SEO in mind. The result? Visitors had minimal opportunities to engage with the site, and those same visitors were not converting into customers.
Stage 1: Before Joining Emily Grene
Before I joined Emily Grene as their marketing director, the company had no digital marketing plan in place. Their content was dated – the website had not been updated since 2017 and lacked Google Analytics. More importantly, customers were not at the center of Emily Grene’s digital presence, and the company was missing major opportunities to build customer relationships. Like their website, their social media accounts were not being updated, and the website was not designed with the end-user or SEO in mind. The result? Visitors had minimal opportunities to engage with the site, and those same visitors were not converting into customers.
Stage 2: Initial Rebrand
My first mission upon joining Emily Grene was to engineer a complete overhaul of their digital presence – and this meant taking a risk in an overhaul of the company, too. Since the company consists of multiple independent sectors, trying to market all of them as one entity was near impossible. As a solutions-driven professional, I pitched breaking the Emily Grene brand up into into eight distinct groups, each with its own unique value proposition. Making this move would let me develop eight separate websites for each sector and brand them accordingly. Working in tandem with our U/X designers to build wireframes and sitemaps, I created and pitched the proposed site structure, all unified under the tagline “Engineering the Future By Design.”
Making this move to break the company up into eight ancillary businesses made the task of marketing them easier, but it came with its own challenges. In particular, I had to bring the presence of each brand from the ground up. Starting nearly entirely from scratch, I personally handled a total brand redesign that drove valuable user traffic to each of the distinct sites. From content creation to optimizing all content via on-site SEO, I was able to improve Emily Grene’s digital marketing plan by leaps and bounds.
Stage 3: Rebrand Redesign
Even with all of this work, Emily Grene was still a David among several Goliaths in its sector. After working closely with our U/X designers on the initial sites, it became clear – we needed a bit of outside help and perspective to level the playing field and give the company a fighting chance. Toward this end, I pitched that we bring in a consulting agency, Milesbrand. With the help of their designers, writers, and strategists, I’ve been able to position Emily Grene as a Fortune 500 brand with a local, neighborhood feel. From project management to vetting photography to managing the work between the branding agency and in-house designers, I did it all and succeeded in bringing Emily Grene’s value proposition to the fore. Like the company itself brings to its customers, I was able to bring a “whole new energy” to their digital marketing efforts.