Lisa Cox is a garden designer based in Leatherhead. We’ve been working together for the past three months on her marketing strategy – focusing on getting Lisa plenty of profitable clients to help her achieve her financial goals. We started in May by defining Lisa’s brand strategy and understanding who her most profitable clients would be. This really helped us target our marketing to some very specific groups of people. In June we looked at pricing – how much Lisa should be charging and how she might package up some of her services to make them easier to sell. We also explored a financial plan for the year and created her a set of sales targets. Finally in July we created Lisa’s marketing plan. Using the knowledge we had gained in the first two months we were able to create a really focused and targeted marketing plan that will help Lisa attract more of the profitable clients.
Lisa's current website
Lisa had recently had her brand identity created and was very happy with that but was unsure about her website. We both agreed that whilst the website could do with some tweaks – both in terms of content and design, it wasn’t the most important area to spend her budget on at the moment. It looks good (if a little technical) and there were more pressing issues that needed dealing with, such as the creation of a branded blog and newsletter and the implementation of a direct mail campaign.
Rob has taken much of the look and feel of Lisa’s brand identity and developed it further to bring out more of Lisa’s personality and create something altogether softer and more engaging.
I love the font he’s used which just softens the look and feel. He’s also kept the very structured images but softened them with an inset border which just feels a bit more classy. It should appeal to Lisa’s target market very well! You can see the blog at the top of this post – both newsletter and blog reflect eachother without being exactly the same, which I think is important.
Over the summer Lisa will be running a two stage direct mail campaign. She already has some brochures printed and she’ll be dropping a handwritten note into each of those before posting off to 300 select houses (we’ll be testing two different notes over 50 houses first to see which one pulls the most response). She’ll follow up that campaign with a very focused flyer aimed at encouraging people to book a consultation with her.
I wrote the copy and Rob has created this gorgeous design to really lift the words and bring them to life.
And here’s the back
So what do you think? We have one very happy Lisa, and I’m pretty chuffed with the results myself – even if I do say so myself…
Morning! Lisa was kind enough to vote on my branding choices earlier this week and because I’m a nosey old boot I took at a look at her website – which I love! All the information you need is there and I was particularly taken with the logo, so I can understand why this would not be top priority to change.
The “letter from Lisa” newsletter that you have created for Lisa is particularly beautiful…complements the existing website perfectly and the colours and font are perfect. Looking at it transports me to a more restful place and I can imagine sitting at my desk reading this drifting off into a world of horticultural dreams….
Great work guys, look forward to hearing how the flyer performs as I will probably need one of these myself!
Thank you Denise, Rob will be pleased to hear it. The newsletter is gorgeous isn’t it? Have a great weekend!
I have to agree with Denise Allen, just looking at the images took me away from a hectic Friday morning and may feel very chilled. The colour cobinations are great and with those images it really does make an impact.
Well Done guys and good luck Lisa!
Thanks Gareth, that’s just what we’d hoped for!
I love the use of the colours from the Verbena and clematis, and the isometric drawing to give a feel of Lisa’s personal style, – hope it works very well for you.
Thank you Claire. Lisa’s illustrative style is just so gorgeous that we were very keen to include it on the printed postcard. It gives the reader a real sense of what she can achieve for them.
Happily Lisa’s first mailshot has gone out and she has had her first client meeting – a bit of a result!