Consulting & Training Case Study

Business Case

Management of a Southern California based message-driven fashion brand needed a strategy to increase awareness of its name and its socially responsible mission.

It had achieved national distribution through retailers such as Nordstrom, but had not experienced on a national scale the grassroots customer evangelism that had fueled its growth locally. It recognized the need for brand loyalists nationwide to help spread its message of Hope, Grace, Encouragement, Forgiveness, and Love. The critical question became, "How do we build an online community as a platform to turn nationwide customers into brand evangelists?"

Analysis & Solution

eBoost Consulting setup a series of in depth focus groups to accomplish the following 3 objectives:

  • Identify what the brand means to customers
  • Create a larger dialogue around the heart of the consumer
  • Identify how the brand can align with its consumers’ motivations

The focus groups identified an opportunity to create a community built around a culture of giving that encouraged customers to get more involved in product development.

Using Forrester Research’s P.O.S.T. method and social technographic research, we developed an online community and social media marketing strategy through MySpace, Facebook, Twitter, YouTube, Vimeo, Flickr, corporate blog, and, of course, the community site which resides on the company’s main website.

eBoost recommended hiring a dedicated staff to market and foster the community. Once hired, our consultants trained the new staff and set KPIs to measure their effectiveness and the community’s progress.

Leading up to the site launch our consultants worked with the staff on an action plan and continues to do so on a monthly basis.

Results

In its first two weeks of launch, the community had already grown to 515 members through social media marketing initiatives alone. KPIs setup before the site launch including visits, sign-ups, and other engagement metrics continue to hit stretch goals as the brand’s message spreads nationwide.

Next Steps

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Did You Know?

eBoost Consulting offers Digital Marketing Training services designed to give internal teams the digital tools and knowledge they need to succeed.