Lakeland Winery
Lakeland Winery's goal was to revamp its website, enhance its UX/UI design, improve navigability, and duplicate its online sales.
Lakeland is an Urban Winery located in Syracuse New York. The term Urban Winery implies that wine production takes place in an urban setting, They source our grapes, fruits, and berries from multiple vineyards, to then ferment, bottle, and sell the wine in the same facilities.
1. Full Webpage Revamp to improve navigability.
2. Increase their Online Sales by 40%
3. Outbound Marketing Integration
For this project, I redesigned the full webpage to modernize the layout, improving the UI/UX design, adding an online event booking system, and integrating an SMS Marketing system while improving its SEO. On the paid media side of things, we decided on SEM google ads.
This company had been running for about 16 years, so it was important to acknowledge all insights that come from their staff experience, so I started with a Bull's Eye Brand Positioning workshop to gain a better understanding of the current customer journey, and market.
The Bull's Eye brand framework aids in defining the right positioning of a brand.
In the center is the brand mantra with around it the key points of parity and point of difference. The next outward circle contains the Substantiators, or reasons-to-believe, that support the key concepts. The substantiates help to justify the points of parity and points of difference to consumers. The outer circle ring contains two categories of information as values, personality, character, and visual identity that add more insight into brand positioning.
1. With all the data collected from the company's records and some interviews conducted with the staff, I was able to identify their main target market was especially women 30+ who reside in the states of New York, Vermont, Connecticut, Delaware, Washington, Massachusetts, New Jersey & Pennsylvania.
2. The brand carried around 60 wine flavors, so I proposed running a portfolio analysis to identify the best-selling wines and discontinuing the less popular ones.
3. The Workshop allowed me to identify a clear ICP, define the brand mantra and from that the tone, recommend aligned social media channels, and define the visual identity of Lakeland Winery.
A full revamp of their existing WordPress site improving the navigation, enhancing their UX/UI design, and going from a very static layout to a more graphical user interface.
One of the problem areas of the website was the lack of visual assets of the facilities, processes, and products. This project was 100% remote so I looked for a local real state photographer to come by for a session to include in their website.
Lakeland's presence in wine and food festivals had become one of their biggest sources of income over the years. Most of their online customers learned about Lakeland through the fairs they participated in.
This information got me thinking that they needed to implement some kind of system to gather information about qualified leads in exchange for a value proposition.
I recommended to start an SMS campaign, making it easy for the physical attendees to sign up for Lakeland's SMS communications holding information about the upcoming fairs close to them, and any promotions and discounts on their online store.
To make this more efficient, I created and printed a QR code so that the fair visitors would be able to subscribe with just one click.
I started a trial with an SMS marketing platform called SMS Bump. Got all the systems in place, and the platform worked pretty well, but it was lacking one important feature, location-based advertising.
The main value proposition was alerting subscribers when a wine event was happening in their area, we would base on their Area Code for event information, while also launching more general campaigns with discount codes for online purchases. So I decided to find a new SMS service provider.
I decided on Simple Texting instead and was able to create several location-based campaign segments and event triggers linked to e-commerce as well.
The biggest learning from this experience was to first determine all the details for the campaign and make sure that the platform of choice can fulfill those requirements. I first went for the best price option, but such wouldn't have allowed us to filter our messages per area code and would have led our customers to unsubscribe due to a lack of relevancy and high frequency of texts.
It was also important to explain to the owner that even tho the company had collected a great number of phone numbers over the years, these types of platforms require proof of signup, we would later figure out ways to generate a bigger contact list.
Lakeland Winery presented a relatively strong SEO presence for a company of its size, I made it a priority to upkeep the webpage ranking even after the re-vamp by keeping their Blog Posts, improving the quality of those, and keeping the higher ranking pages with high visibility. I also recommended running Google Ads, but due to a budget restriction, it was decided to remove it from the work scope.
There is nothing as strong as a consistent SEO campaign, this company had written around 300 small size blog posts that had helped with their SEO rankings, which I made an effort to keep on.
When revamping a webpage, I made sure to keep their Keywords in place, a simple SEO plugin can help identify the SEO opportunities for every page. The actual page went from 231 Organic Keywords to 2 382 Organic Keywords, improving monthly clicks 3X.
Gaby presented a compelling proposal that we roll out on March 2021, her analytical way of processing information and turning it into an easy-to-navigate webpage helped us to attract & set the expectations of our visitors. We also wanted to turn our one-time clients into recurring customers, so she proposed we added an SMS Marketing system to stay top of mind and increase our online sales. She found the best fit and integrate it into our systems, generating 3K new contacts in our data base and 40% increase in online sales.
Barranco, Lima-Perú