Angela Lensch Gallery
Project: Digital Marketing Strategy
Role: UX/UI Design Manager
- Organize and assign tasks
- User Research
- Visual/Presentation Design
This digital marketing strategy was created by Six Steps Forward through a Digital Marketing Certification Program with Old Dominion University. We were assigned a real-world client to build a digital marketing strategy based on the knowledge gained within the certificate program.
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OVERVIEW
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Angela Lensch Gallery is a woman owned art gallery located in Egg Harbor, Wisconsin. She specializes in kinetic copper wind sculptures, hand woven metal jewelry and mosaics. Angela’s overall goal was to create brand awareness by increasing social media presence and traffic to her Shopify site to offset potential loss of foot traffic in 2023 due to road construction in front of the gallery.
After meeting with Angela and gathering data on her current state and learning of her overall goals, the Six Steps Forward Digital Marketing team divided tasks to complete SEO, Social Media, Email and SEM campaigns.
Each task was assigned to a team member whose responsibility was to overseeing progress within each campaign. As UX/UI Manager my responsibilities included site audit, buyer persona research, creating visual content for each campaign, and designing materials for the final presentation. Along with the above duties I assisted the SEO manager with SEO keyword research, built sample landing pages to implement said keywords, and created a budget and Google Ads for the SEM strategy.
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SEO
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Proposed Landing Page
SITE AUDIT:
- Current site is laid out in blog format with 90% of content on the “home” page
- Blog post material is better suited for Social Media
- Shopify site shows no stock for majority of items in the store with no sculpture presence
- Newsletter sign-up hidden on side bar 6 seconds down the page
- Customer jewelry forms hidden on side bar
GOAL:
Complete a website redesign and implement SEO best practices to rank top 3 organically on page 1 of the SERP.
- Since the customer is proposing rebrand, we would recommend the following:
- Redesign site with an organized layout
- Pillar Pages to guide visitors to better utilize target keywords to drive search results to the intended pages/topics.
- Dedicated home page
- FAQ Pages
- Shop site with pages of separate focus for sale:
- Jewelry
- Wind Sculptures
- Mosaics
- Guest Artists
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EMAIL MARKETING
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Email Newsletter
GOAL:
Gain an additional 150 newsletter sign-ups over the next 3 months through usage of a specific QR code, social post or directly through website.
DELIVERABLES:
- Monthly Newsletter:
- Calendar at a glance
- Specific event info/invite
- Artist/product highlights
- Featured customer photo, selected from social media accounts that use branded hashtag #myALGoriginal
MEASUREMENT:
- Click Rate
- Open Rate
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SOCIAL MEDIA
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Social Media Posts
GOAL:
Increase overall brand awareness through the growth of Facebook and Instagram followers by 20% over the next 3 months through regularly scheduled posts utilizing a content calendar.
DELIVERABLES:
- Jewelry Giveaway: Facebook ads to increase engagement through follows, tags and comments.
- Gallery Event: Facebook ad to create awareness of events.
- Due to the nature of the content, both ads were created with the intention of sharing to increase overall reach.
MEASUREMENT:
- Followers
- Shares
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SEM
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Google Search Ads
GOAL:
Increase online jewelry sales by 10% in the next 3 months through the usage of a search ad campaign focused on new collection launch.
DELIVERABLES:
- Budget Range
- Google Responsive Search Ad:
- Target Keywords
- unique
- handmade
- Broad audience
- All income levels
- Target Keywords
MEASUREMENT:
- CTR
- ROAS
The Complete Digital Strategy
Please click below to see the presentation in it’s entirety. Appendix Page has links to full research.