THE CHALLENGE
Reposition the brand, improve the customer experience and create growth across web, advertising, content and sales without losing the hard-earned trust at the center of the business.
All work
Brand transformation / Growth
Bluestone Tree
The marketing finally matched the company.
A full brand, content and demand system that helped a strong regional business look, sound and perform like the market leader it had become.
- My role
- Strategic marketing and creative lead
- Chapter
- Multi-year transformation
+374%online sales
+886%online leads
$0.64cost per click, down from $5.34
THE STORY
Bluestone had the people, equipment, expertise and reputation. Its brand, website and customer journey had not caught up with the company. The opportunity was not simply to make more content. It was to create clarity and build a connected marketing system.
WHAT I LED
I worked directly with ownership as the senior marketing and creative leader, shaping positioning, messaging, brand identity, website strategy, video, photography, content, paid media, lead flow and the operating rhythm behind it all.
THE IMPACT
The integrated approach drove 374% growth in online sales, 886% growth in online leads and reduced cost per click from $5.34 to $0.64. Just as important, the company gained a brand and system it could continue building on.
SELECTED FILMS
THE STRATEGY, IN MOTION.
LEADERSHIP ACROSS
Brand strategyCreative directionWebsite experienceContent systemsVideo and photographyDemand generation