Electric Bike Company

• Creative Marketing Manager

May 2021 - current

OVERVIEW

Electric Bike Company is the number one supplier and retailer of e-cruisers in the US. With over $6 million in annual revenue, we keep our competitive edge over other micro-mobility brands by offering a completely customizable product at an affordable rate due to US-based manufacturing. I singularly managed as well as led the marketing team in multimedia projects – from the cultivating of new influencer partnerships, including onboarding two Olympic Athletes, to the holistic creation and strategic implementation of print and digital media. Budgeting and project management was my day today. It is my mantra to design all consumer-facing content with a heavy emphasis on user experience research (similarly when producing or editing existing marketing systems). Good audience feedback response in marketing systems equals a better brand experience and fewer lost connections.

HATS WORN

🎨 Creative Direction
🔨 Wireframing
🎭 Social Media Management
🎥 Videography
🕹 UX Research
📚 Analytics
🧤 Copywriting

Branding Guideline Project

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As the lead marketing project manager and brand specialist for a recent start-up, I was tasked with the ideation and design of a modernized branding guideline for the Electric Bike Company. This template structured the creative tone in any and all public communication going forward for the organization.

OPPORTUNITY

For internal use on all branding/consumer-facing projects going forward, how can I consolidate the major aspects of the company's visual identity into one concise guide?

HIGH LEVEL GOALS

↘︎ Decrease branding contradictions and miscommunications
↖︎ Increase internal productivity
→ Align creative with company mission
↖︎ Increase audience engagement across marketing projects

Constraints

There was a desire to outline more and more branding subjects in the guide, but with each new section, ease of use diminished and constraints increased. So, for the sake of accessibility and creative movement, extraneous subjects were removed. 

Explorations

A primary exploration in this project was the relationship between impactful storytelling and increased brand awareness. The more effectively a company communicates its story with its target audience, the more the brand resonates with that audience. So to build an influential brand, several stylistic devices needed to be addressed, including tone, typography, color, and identity. To begin the process, a warm color palette was selected founded in color dropping the classic red stock hue used on all e-cruisers since 2012. Warm colors are proven to increase e-commerce conversion rates and the color red has been shown to outperform all others in influencing users to make that purchase. The exploration into typography yielded two sans serif, Outfit, and Lexend, for a clean, modern look, effective at conveying concise messages. I wanted the tone of the brand to feel modern yet still connect with our primarily gen x audience. In 2021, brands like Apple, Amazon, and Netflix were surveyed as gen x's favorites. Brands like these consistently turn to modern design, incorporate refined, unobtrusive branding, and defer to content over branding to keep the flow of information unobstructed. Within the guideline, I was able to implement changes inspired by the brands I researched, such as a reduction in the branding scope of the website design in deference to the content (i.e. the logo and name are reduced and the call to action is the main focus).

Conclusions

The mission of this project was to create a comprehensive branding guide for internal use in the years to come. This required defining some major themes of EBC's story. I was able to create a brand identity and tone that impactfully conveyed the brand message while staying true to the roots of the company. In AB testing, audiences overwhelmingly chose brand motifs from the modernized guide over preexisting branding elements.
This shows the importance of serving strong bites of information in branding rather than serving the full informational buffet. There is only a small window of opportunity for brand to user comprehension in this digital world of constant content barrages.

TAKEAWAYS

Building a brand guideline from the ground up allowed for holistic reflection on the brand identity- mainly, how can it be improved for a more effective audience impact? Additional opportunities for the guide include implementing interaction elements such as animations if this were to be migrated to a private domain.

DIGITAL marketing STRATEGY IDEATION

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As a creative challenge, I delved into the marketing strategy and design behind Electric Bike Company's current market performance and the potential for the company. I explored this in various capacities, including, but not limited to, organic strategy, e-commerce performance, and social media design but the overall goal of the project is to analyze and workshop EBC's various marketing channels, their performance, and their potential.

OPPORTUNITY

Taking a holistic approach, how can I improve upon and analyze Electric Bike Company's marketing solutions?

HIGH LEVEL GOALS

→ Create an internal discussion about our marketing strategies
↖︎ Increase Google Analytics goal conversions (specifically e-commerce)
↖︎ Build more user experience oriented marketing solutions
↘︎ Decrease user drop off rates along our funnels

Constraints

It was important to address just the key elements and shortcomings of EBC's marketing strategy. As a multimillion dollar company, there were many marketing initiatives that could have been addressed, but this ideation focused solely on e-commerce performance and digital marketing systems. All print marketing and other forms of advertising we left out for the succinctness of the project.

Explorations

A primary exploration within this project was organic marketing. Operating on a moderate budget it is essential to strategize, optimize, and generate natural traffic paths to the business over time. This included considerations into updating website content, social media presence, and user generated content among other marketing systems.
Another investigation within the ideation was brand design and its correlation to audience response metrics. To do this a thorough e-commerce and audience background check was done based on Google Analytics reports from the previous year. In order to understand the brand better and as a creative challenge to myself, I designed a brand identity separate from the preceding branding guide project for all social media and print content. With this design, I felt it was important to study what a more monochromatic color scheme would do for the colorful bikes and pictures used in the media (mainly allow them to pop).

Conclusions

The purpose of this project was investigate EBCs marketing strategy and build upon existing systems. This required understanding the target audience, our market position, and channel performance. Once these grids were laid out, I was able to build upon and wholly resign our marketing initiatives. Even the simple implementation of the new personalized by segment direct email marketing campaigns yielded an immediate increase Google Analytics conversion goals for that channel.
Because of this, the project truly helps to illuminate a new direction for the EBC brand and marketing team or at the very least catalyze internal conversation and communication about our market position.

TAKEAWAYS

Diving into the existing EBC marketing strategy and improving upon it, allowed for major reflection on brand performance. Specifically, areas of improvement for better e-commerce and GA goal conversion rates. Additional opportunities for the guide itself include implementing interaction elements such as animations if this were to be migrated to a private domain.
Implementation of the organic marketing strategies proved that