The Challenge: Create a product line extension for Stanley, develop a strategy, & generate an activation plan.
Author: Marley Elizabeth
Pendleton Historic Foundation – Strategic Plan
Aspiring to grow their following and increase ticket sales, Pendleton Historic Foundation needed a strategic plan but didn’t know where to start. That’s where we came in.
The Brand at Hand
Going back to the basics
Understanding The Organization
Who they are and What they do
Assessing The Situation
What position are they in
What They Need To Accomplish
Increase Brand Awareness | Create Engagement and Loyalty | Increase Sales
Evaluate Current Social Channels
What are they currently doing
Who Should They Be Talking To
Who needs to learn more about the organization
Our Strategy
Steps in achieving our goals
Fostering Connection
Allow consumers to immerse themselves into a world of history, culture, and natural beauty
Plan It Out
Align content to marketing strategy
Evaluate Performance
Make adjustments as needed
WNRS Brand Strategy & Revitalization
Generation Z men are afraid to be vulnerable, especially post pandemic. For a brand that is all about vulnerability and building connections, We’re Not Really Strangers was failing. So we came in and changed the game.
The Brand at Hand
Back to the basics
We’re Not Really Strangers at their Core
What’s important to them
The Climate
Qualitative & Quantitative Research
Target Audience
Realizing that WNRS can help
The Way They Work
Truth about our target
Insights
Everything we gleaned
The Grand Finale
Where we believe they should go
Pedals Possible Digital Experience & Content Strategy Development
Forming a partnership between Pedals Possible, my team, Ella Otterman, Mia Valentim and I, utilized our digital experience and content strategy course to develop a website and provide recommendations for other social channels.
Pedals Possible is a nonprofit organization formed through the Lancaster Breakfast Rotary club whose mission is to provide adaptive bikes for schools in order to foster physical and emotional improvements in special needs classes. As a startup, they were not on any digital platforms therefore, we had to start from scratch. We had to do consumer research, market research, and work closely with the executive director to understand the brand, their mission, and their goals.
The Brand at Hand
Going back to the basics
Understanding the Situation
Why should people care?
How We Bring Value
Developing an Improved Experience
We do it differently
How can we have the biggest impact?
Our Digital Strategy
How can we best utilize our platform?
The Intention
Our site needs to accomplish these things
We Got Creative
Our Design Strategy
Align Content Strategy
Examples of content for social channels
We Asked For Feedback
How did we do?
All in all, my team and I provided Pedals Possible with a project proposal that demonstrated our customer research and our website strategy as well as content strategy for other channels such as LinkedIn, Facebook and Youtube. Our final website was completed and presented to the executive director who was thrilled at our end product. Our work will allow Pedals Possible to further communicate their mission and vision with others impacting community after community.
To view the Pedals Possible website. Please click below!