When I started working with StrategicTouch they were a pre-launch startup that was beginning to refine their marketing strategy. That meant we needed to clarify branding and core messaging, so we could build on those fundamentals in the form of compelling website copy and an updated online university.
Define Brand & Clarify Value Propositions
Before we could write our website copy, we needed to have a concise way to express our core value proposition. Although their team already had a strong sense of this, we distilled it further with a Positioning Statement exercise that could express it in a single statement.
To effectively convey this value on their website, I then needed to define the company’s personality or “brand.” While many people believe branding is all about choosing a logo and coordinating colors (shown above), it also needs to define the voice of the company. That’s why we used a quick exercise to discover that they wanted to be thought of as earnest and personal, not “corporate” — information we kept in mind as we wrote the website copy.
Develop an Effective Marketing Website
Once we were ready to begin development, I worked with their team to choose a website theme and had it set up by my web design team. From there began writing website copy, getting it approved by the StrategicTouch team, then sending it to development. Based on our copy, I also had custom graphics created that helped the website convey its messages in a more visual way.
This cycle ensured that content was constantly being written, revised and published. That’s why we were able to complete the entire process — from idea generation to completed development — in a month and a half!
Create a More Engaging Online University
After the website was complete, we used that groundwork as inspiration to give the online university (and even the product itself!) a facelift. In addition to incorporating our new color palette, we simplified the university’s navigation to make it more visual and user-friendly. Plus, we also added course introduction videos (like the one below) with custom graphics and narration that gave context to the educational tutorials in each section.