WORK SAMPLES
EDUCATION PROGRAMS
COMMUNICATIONS
COLLATERAL
.
EDUCATION PROGRAMS
CEU COURSES
After an extensive rebrand, I worked with the leadership of Artisan Hardwood Floors to re-establish them as an expert in their industry. Analysis of the current brand and market positioning identified the need for change. Over the years Artisan’s brand had become diluted and less impactful. It was a new direction for the sales team and leadership was unsure, but the success was amazing.
Artisan Hardwood Floors began in the 1960’s building custom furniture then quickly turned into custom-designed parquet patterns. From there custom hardwoods for floors, walls, and ceilings. Today, they work with some of the best architects and designers in the country.
Building lifelong relationships with the Architect/Building community and homeowners alike was the end goal. Studies have shown across age groups anywhere from 70-80% of people are brand loyal. I created and implemented a strategy to encompass the entire lifecycle of marketing, from awareness to referral.
With both internal and external data showing Architects/Builders seeks out extensive information on all products used, I developed a plan to set Artisan up as the go-to expert and supplier. We began by developing a series of Continuing Education Lectures for the American Institute of Architects and the Texas Society of Architects. The four-part series was presented at multiple conferences, in architect offices, and company-hosted events. I also worked very closely with the sales team to ensure messaging about the lecture series was uniform and frequent.
The decision to create four parts allowed us to spread the messaging out over an entire year - keeping Artisan at the forefront of industry news. After an entire year of running with this plan, we saw great results. Leads from Architects increased by 37%, revenue increased by 41% in direct to Architect sales, and 64% in sales referred by Architects.
APPRENTISHIP PROGRAM
Creating an apprenticeship program was the next logical step and a strategic move to enhance and solidify Artisan’s expert status in the industry. The Artisan Certified Professional (ACP) apprenticeship program is one of four like it in the country and the first in Texas to offer this type of hands-on training. The program commits to providing a well-rounded curriculum based on personal improvement, business and technological knowledge, and additional high-level flooring industry training.
ACP is an amazing way for the company to fill the industry with quality craftsmen and remind their audience that they are in fact, experts in their field. The program has been live for 2 years and has seen an exponential increase in employee satisfaction, public speaking events, and incoming leads referencing ACP as their reason for choosing Artisan.
.
COMMUNICATIONS
In a generational or multi-division business, voices can easily get lost in the crowd. Over the years Artisan’s brand and people had become lost and less impactful in overall business communications. In an effort to re-establish Artisan Hardwood Floors as the expert in their industry, we not only re-branded but we implemented a fully digital communications strategy.
Artisan Hardwood Floors began in the 1960’s building custom furniture then quickly turned into custom-designed parquet patterns. From there custom hardwoods for floors, walls, and ceilings. Today, they work with some of the best architects and designers in the country.
Building lifelong relationships with the Architect/Building community and homeowners alike was the end goal. Studies have shown across age groups anywhere from 70-80% of people are brand loyal. I created and implemented a strategy to encompass the entire lifecycle of marketing, from awareness to referral.
With the ever-increasing reliance on digital platforms for communication, it was essential to create visually appealing and engaging email designs to attract and retain the attention of recipients. By utilizing effective email designs, we enhanced their brand image, created a sense of professionalism, and improved their overall communication and marketing efforts. Successful implementation of digital communications and email designs not only improved the effectiveness of communication but also strengthened customer relationships.
The result that was most surprising, was the effect the communications strategy had on the employees. People felt involved, engaged, and important. This was the single most mentioned improvement on employee evaluations when asked what they love about Artisan. We also saw company growth - leads increased by 54%, and revenue increased by 78% in clients receiving our newsletter.
.
COLLATERAL
When you break it down, most good companies sell service. Relationships built with clients are more valuable than the items you may offer. Hardwoods can be purchased anywhere, but Artisan service is only available from Artisan Hardwood Floors. To ensure all employees, namely sales teams, were on the same page curated collateral was our best solution. From eye-catching brochures and flyers to visually compelling presentations and product catalogs, well-designed collateral plays a vital role in capturing the attention and interest of existing and potential clients alike.
Artisan Hardwood Floors began in the 1960’s building custom furniture then quickly turned into custom-designed parquet patterns. From there custom hardwoods for floors, walls, and ceilings. Today, they work with some of the best architects and designers in the country.
Building lifelong relationships with the Architect/Building community and homeowners alike was the end goal. Studies have shown across age groups anywhere from 70-80% of people are brand loyal. I created and implemented a strategy to encompass the entire lifecycle of marketing, from awareness to referral.
Design collateral is an essential tool that sales teams need to effectively communicate and promote their products or services. Collateral not only reinforces brand identity but also showcases key features and benefits, making it easier for sales representatives to articulate the value proposition. Additionally, thoughtfully crafted design collateral enables sales teams to create a lasting impression and grow relationships.
