Redshift Sports needed help articulating a brand narrative that honored the founders' engineering background and cycling enthusiasm, while encompassing the full range of their potential audience and expanding product line.
As manager and lead writer on the process, Mary relied on research, interviews, and creative strategy to craft Redshift's brand narrative, recommend marketing implementation, and advise on their new website. |
"The cycling community is defined by a spirit of adventure, a drive to push through personal challenges and reach new goals..."
"There is an 'aha' moment for every customer who tries Redshift's products."
The brand narrative captured and distilled the Redshift Sports story: one of expertise, vision, shared passion, and community. The narrative provided guidance to social media and content marketing efforts for Redshift Sports, which grew the company's audience, engagement, and sales.
The clarity of approach from the StoryKernel™ and the development of three personality words, Rigorous - Innovative - Accessible, helped communicate the core "why" behind all of Redshift's endeavors and connect to its audience, regardless of the medium.
The clarity of approach from the StoryKernel™ and the development of three personality words, Rigorous - Innovative - Accessible, helped communicate the core "why" behind all of Redshift's endeavors and connect to its audience, regardless of the medium.
“Clean lines and beautiful design integrate seamlessly with the aesthetic of the bicycle.”
Managing social media and content marketing campaigns, guided by this brand narrative, resulted in continuous growth for Redshift Sports: including a 231 percent increase in their Facebook profile views, 20 percent growth in page likes, and a 157.8 percent growth in engagement.
As content manager and editor of Redshift's blog in 2017, Mary ensured the company's thought leadership and SEO were supported, growing its website visits and engagement, month over month.
This original creative content supported email marketing efforts and social media feeds.
Link to blog
Email campaigns, such as the sampling below, resulted in a 41.58 percent Open Rate, and a 35.45 percent Click Rate.
Proven Results.
Redshift's brand story and subsequent marketing campaigns drove results. As compared to the year prior, this work contributed to a 37.5 percent growth in revenue for Redshift Sports, and nearly doubled eCommerce conversion rates.
Connecting Redshift's content marketing and activating brand ambassador relationships, as well as defining and executing its passionate, informative voice and digital presence, helped to secure a strong base of customers and active evangelists for Redshift Sports.