Altwork Rebrand
At Altwork, it was start-up culture with a very lean team and not much outside resources to accomplish the projects at hand. My focus was to revamp the brand with strong messaging, website optimization including calls to action, creating enough assets for email and social media marketing. Incorporating more strategy to the Google ads marketing they had in place and including some budget and strategy towards Facebook ads. In addition, we tested Programmatic ads. I worked at creating a bridge between the sales team and the current and potential customers. This included demo location calls, Calendly set ups, Live Chat, and other opportunities for potential customers to get in touch with the sales team.
Google Ads, Facebook Ads, and Programmatic Ads
Taking more calculated risks with Google Ads and including more high performing key words. Creating Youtube videos then to promote via Google Ads. Starting Facebook ads focusing on the following KPIS: ROAS, Station Cart Add, Cost per Station Add, Demo Request, Impressions, Frequency. Based on performance, creating look-a-like audiences.
Fund Raising
Joined forces with Republic and Kings Crowd to raise capital. These two platforms work in such a way that when Investors invest through the Republic's ecosystem, they receive financial stake in the company, fund or project. To attract potential investors this required heavy weekly marking including live webinars, daily updates on the company, educational material, investor decks, Q&A forms, testimonial videos and more!
Email Marketing and Social Media Marketing
Created a Klaviyo account with a homepage pop-up to collect new email leads. I implemented customer journeys and email series along with sophisticated segmentation to increase communication with the sales team and ultimately to increase revenue. WIth the specific demographic for this product in mind, I knew social media would be top of funnel but excellent to increase brand awareness. By pushing these two initiatives website traffic increased by 30% and with email marketing sales increased by 35%.
Website Optimization
Created a strong "brand" around the product and including value proposition in as many places as possible to cut down customer confusion the company was experiencing. Working on simple ways to explain the product and to educate the customer while enticing them by showcasing valuable and beautiful content was the primary goal that was fully executed. By using Google Optimize and A/B tests with landing pages was valuable in deciding which pages I wanted to keep on the website long term for conversions.
Content Creation & Educational Materials
In efforts to not only creative beautiful content but to explain the complexities of the sophisticated product and all its parts, my goal was to create educational assets, videos and live Q&A's. These assets were housed in the digital ad space, website, social media, webinar usage, investor decks and for email marketing.
International Partnerships
During my time at Altwork, two major international partnerships had been established which I was a part of. One of which was a B2B partnership with German based brand "Walkaloution". The second international partnership involved the program"Access to Work" through the UK. They granted Altwork stations for individuals who were approved into the program that benefited from the station for health purposes.
Demo Locations
Did monthly market research to understand which major cities most customers were residing in. Assisted the CEO in confirming physical demo locations for potential customers to test-drive prior to purchasing. Creating thorough marketing game plans to promote the demo locations and create processes for the sales team to easily connect with leads, to walk them through the product after they make an appointment at one of the demo locations.
PR & Press
Worked closely with a PR agency, created a few Press Releases and distributed them via PR Newswire. Lastly, I connected with former contacts of mine pitching the product.