Project overview
I was responsible for overseeing this project from ideation to execution. This included scoping, bidding, and overseeing a design firm to rebuild the company website, breathing new life into social media channels, and integrating CRM, email marketing, digital advertising, digital advocacy, and traditional marketing collateral.
Upon taking on the role of Marketing Director at Northeast Maglev, I was presented with an outdated, static website which required an external design firm to make even slight changes, social media channels that were overrun by opposition, and a barely functioning email marketing platform.
Northeast Maglev needed a website with blog functionality that could be updated and managed in-house, renewed social channels, and the basic infrastructure to begin digital marketing and generating support for the project.
Project background
Creative process
Taking a wholistic view and encompassing all marketing channels, I began with the basics - overseeing the development of a brand guide to ensure that all marketing efforts took on the same look, feel, and persona. With the look established, my team began the process of rebuilding the marketing infrastructure from the ground up.
Scoped, bid, selected vendor, and oversaw development of a new WordPress website with blog functionality.
Oversaw integration of Google Analytics, Google Optimize for A/B testing landing pages, and Google Tag Manager to track website interactions.
Oversaw selection and integration of CRM, email marketing, and digital advocacy platforms.
Oversaw re-introduction of social media channels, rebranded with integrated look.
Introduced social and digital advertising capabilities and the ability to track visitor actions throughout the marketing pipeline.
A standardized color pallet, logo use guidelines, and iconography gave the project a unified look.
Results
To date the website has received over 850,000 visitors, generating 1.4 million page views.
Facebook page now has over 16,000 followers.
A/B optimization, Google Analytics, and CRM integration allows for near real-time activity analysis and specific audience targeting.
Marketing campaigns run on the infrastructure have generated over 60,000 supportive leads.
