This project was a simple customer story, centered on the production of a webpage detailing the relationship between Schweitzer Engineering Laboratories and Rayburn Electric Cooperative. It promotes several products and services but does not sell them directly. The story serves as supporting collateral for other marketing material detailed on this page.
Project Summary
This project included a wide variety of deliverables, some of which were designed to educate or inform while others were designed to convert.
Content Designed to Convert
The story and product page were the primary collateral that these documents would link to. While prospects and customers may find the story and page through the company website (particularly when the story was the main promotion on the home page), these were the aggregation tools to draw a wider audience.
- Social Media Posts (4): Over several months, social media posts were released that highlighted the story, that highlighted the main product in the story, and that highlighted employees involved in those products.
- Emails (2): Staggered a few weeks apart, emails directly promoted the story and the featured product.
- Landing Pages (2): Landing pages were used to aggregate traffic coming in from digital search ads and video ads. These pages would orient a reader to the page they were about to see and prime them to look for specific detail in the page.
Content Designed to Inform
Conversion content relied on these pages as information points. These pages provide the additional information an individual may need to decide whether they need this type of product in the first place, where a product page may be too focused on specific product features.
- Customer Story Page: This is the centerpiece of the project. Conversion materials largely drive traffic to this page, and the page itself will continue to exist for future projects to build from.
- Product/Solution Page: This is a general solutions page about the type of product featured in the story. These pages do not sell a specific product. Instead, they focus on general features and uses of the product type, as well as related services customers can take advantage of.
Project Timeline
The simplicity of this project meant it could move fairly quickly. It took about 10 months from start to finish (allowing significant time for document reviews in two separate companies, travel time for the video team, interviews with five individuals from both companies, and other scheduling challenges).
