The major problem I found with the old FrontRow page was:
Outdated visuals
Not having a user-friendly UI
Not curated information that makes customer to find the information they need
So, I started the rebranding project of the website and part of the rebranding, I designed persona targeted pages for educators, administrators, technologist. Each of the pages will be displaying different case studies, products, and information that will resonate better to each persona. And these persona pages are a new landing page for the targeted SEO campaign by persona using various campaign tactics such as email, social media, and PPC.
Old website
New website
Wireframe / design concept of new Educator persona page for FrontRow (expected to be launched in July 2019)
Customer Journey Development
FrontRow provides audio and video technology for effortless communication in any learning environment under a mission of "Give every student a front-row experience." I led the digital experience strategy by redesigning customer journeys, revising target personas, customer data categorizations, and developing online marketing content strategy. Newly developed and revised content like whitepapers, infographics, case studies, testimonials that were being used in social media posts, email campaigns, and targeted campaign pages. I also introduced to the company new ways of engaging customers such as podcasts, webinars, and VR content. As a result:
In 2018, FrontRow achieved the highest annual sales record; and in 2019, the highest daily sales record in its history
Online community growth through social media achieved 400% growth within the first 4 months of me joining
The company now has an online content calendar and collaboration framework
Partners now have an archive to access the social media contents and receiving the monthly newsletter on how to promote FrontRow products through their social media
The marketing team is now switching its CMS to “Mura”. With the added autonomy, the marketing team can introduce more targeted and customized campaign pages.
The company has new content development guideline that leverage user’s voice
I developed FrontRow's Customer Journey Map to identify marketing triggers and part for our key stakeholders