CASE STUDY
trained in the art
of chaos
My Roles
- Creative Direction
- Marketing Strategy
- Proposals & Estimates
- Budgeting
- Account Analysis
- Campaign Management
- Influencer Contracting
- Team Leadership
- Video Direction
My Team
Gillian Pemberton, MarCom Director
Elias Sabba, Senior Designer
Alex White, Designer
Jazmine Youssef, Junior Designer
Hayden Gregory, Design Intern
Jessette Long, Copywriter
Anthony Morales, Videographer
Samantha Sallit, Admin Assistant
Managed Resources
IMA, Influencer Agency
Robert Carter, IT
Benny Alexander, SEO
The challenge
Sean Spencer’s (aka Coach Chaos) fitness and athleisure clothing line was not gaining traction in the market. Although there was a steady flow of traffic to the site, the bounce rates were high and conversions were low. Our goal was to increase sales, brand awareness, and social media following.
The solution
Through a series of customer surveys and analytics, I was able to identify multiple pain points including low-quality merchandise and non-competitive pricing. I secured a new clothing manufacturer, which allowed Sean to offer better quality apparel at two-thirds of the cost. My team created new clothing designs and marketing efforts were ramped up to include Influencer marketing, podcasts, IG Live interviews, PPC, and paid social.
the campaign
Marketing, design, content writing, and account analysis were imperative to increasing conversions and driving sales.
I oversaw a team of designers and content writers, and provided creative direction on new apparel designs and redesigning the UX of the website. I pitched new clothing lines to the client, and provided monthly production and analytics reports. I also re-evaluated scope and budget regularly to ensure we were staying profitable, which ultimately resulted in securing an increased retainer contract.
eCommerce Website Management
Restructuring of UI/UX for improved user journeys and conversions, SEO, inventory management, and product entry.
Apparel Design
A new line was designed, manufactured, and introduced every quarter.
PPC & Social
Geo-targeting and retargeting display ads, boosted posts, paid social ads, as well as organic social media posts were curated daily.
Influencer Marketing
Fitness influencers were contracted quarterly to promote new product lines. An affiliate program was introduced so that influencers would receive a percentage of each sale they initiated.
Video Production
Produced bi-weekly IG Live interviews with Sean Spencer as the host which featured athletes and fitness influencers. We also booked the coach as a guest on multiple fitness-related podcasts.
the results
The first new clothing line drop and additional marketing efforts were very successful, tripling previous profits. We kept the momentum going, designing a new line every quarter, increasing inventory, and continuing an aggressive marketing campaign.
