COMPANY: SAVI
Project 1: Communication Kits
Role: Visual Designer and Marketing Specialist
OPPORTUNITY
Savi was a functioning start-up but lacked brand direction goals, initiatives, and leadership before I came on board. Engineers decided the design and marketing strategy, which coded any content they thought the users needed. Then, project managers created individual communication strategies for each customer and distributed them in different mediums -- wasting time, resources, and funding.
Customers tended to scrap the communications from Savi and create their own because it was too difficult to understand and find. Clients would recreate their campaigns and content with their personalized messaging.
OBJECTIVE
My goal was to create content to harmonize our brand with partners to develop a consistent voice, messaging, and visual style through partner communications.
ACTION
I conducted user testing, interviewed internal stakeholders, and analyzed existing material to define the company's key pillars, audience, and voice.
In addition, I created four different styles of the communication kit based on the discovery of audience needs: employees, members, public student loan forgiveness eligible borrowers, medical professionals. This way, Savi employees can send off the suitable kit based on the genre rather than design and write out a new kit for every client.
For social media, I designed graphics, flyers, and banner ads that can be easily co-branded for customers to share with their audience. In addition, I selected and edited a gallery of images to create a cohesive visual look for external marketing needs. To maintain the evolving marketing needs, I established brand guidelines, designed a folder system and recommended ways to enhance the brand through design.
RESULT
By defining Savi's user demographic, I made an informed decision to elevate the design and communications strategy. As a result, Savi has an optimized internal workflow for current clients by alleviating time, resources, and funding to create direct marketing content needs. After delivering the communications content, we took a poll six months after, and Savi's customers rated their experience working as partners a 7/10, compared to a 5/10 before. One client stated, "I now feel informed and equipped with everything I need to promote Savi to our employees without putting yet another meeting on the calendar with the project manager."
1. View the Communications Kit for partners here.
2. Below are social graphics for external marketing. Clients have access to these in a folder structure I designed and can customize for their branding needs.
3. A digital flyer for customers to customize for generating interest in Savi's product.
Project 2: Email Campaign
Role: Visual Designer and Marketing Specialist
SITUATION
There was not a centralized platform for email campaigns at Savi. Instead, engineers coded up emails as individual managers desired and sent them out without collecting any data. Visual styling, messaging, and tone varied from email to email because Savi had not defined their branding guidelines, user demographics, or platform to publish campaigns.
TASK
I needed to find a platform for designing email campaigns, creating a template for employees to maintain, assembling a system for collecting user data and establishing who is the audience for messaging.
ACTION
I established a MailChimp account and built out a user-flow to create a campaign and extract data into a centralized document for review. Next, I interviewed users for qualitative testing sessions to assess: copy, design, tone. This resulted in three different campaigns going out to three different audiences we defined through our research.
I designed content for the email bodies: gifs, imagery, graphics. In addition, I established a data collection methodology and brand guidelines to reference for future employees building the email campaigns.
RESULT
On average, the email click rate jumped 9% with design and content adjustments on a 1,500 person sample. Employees were relieved of creating campaigns ad-hock. Instead, there was a set methodology to design an email campaign. This allowed employees to send campaigns quicker, easier, and cheaper. Savi had a data set to make informed communication decisions and communicate with different audiences.
Above are the three samples of emails I created for Savi's marketing campaign.