Six Steps Forward Digital Marketing

Project: Brand Architecture, Website Development, A/B Testing

Role: UX/UI Design Manager

  • Web Development
  • Visual Design
  • A/B Testing Campaign

This project required for our team to create and digital marketing agency and build a brand architecture and website to present to real-world clients.

Six Steps Forward is a Marketing Agency created by a team of five students to develop real world experience through building a digital marketing strategy. The agency project as a whole, is a team effort, but my overall responsibility within the agency included brand development, website design, and email marketing.

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BRAND ARCHITECTURE

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Brainstorming

The first task assigned was the come up with a brand identity for our agency.

We were required to deliver on the following topics:

  • Vision
  • Mission
  • Positioning Statement
  • Personality
  • Target Personas
  • Customer Insights
  • Unique Value Proposition
  • Reason to Believe
  • Brand Identity

Since this project was performed via zoom, the group shared a Google Doc, where we brain dumped any and all ideas in regards to the assignment deliverables. Each team member was assigned a different color to personalize their thoughts. Team members were encouraged to comment on thoughts and ideas, as well as answer questions proposed in the document.

During breakout sessions, we would discuss each team members ideas on a specific topic, then drill down to come up with a final.

Logo Design

During one of our initial agency meetings, someone recognized that our team was made of up all females and a single male. We were attempting to play off of this idea to come up with an agency name.

At first, we came up with 4WD (to stand for “Forward Marketing” but play on the 4 women and a dude idea). The 4WD looked too much like Four Wheel Drive and we were actually down a team member the day we came up with the initial idea. The team actually consisted of 5 females and 1 male, so we opted to move in a different direction. We switched gears to plain old “Forward Marketing” in order to meet a deadline.

After much deliberation, we could not get the play on our team number our of our heads, so we came up with Six Steps Forward. This name plays off our ability to move your business forward, takes into considerations the initial founding members, and aligns with the six pillars we stand behind to build your success in the digital space.

Six Steps Forward Logos with Variations in Color

Brand Guide

Six Steps Forward Digital Marketing Brand Guide

Inspiration: The overall inspiration behind Six Steps forward is guiding your and your business in the digital space. We opted to go for tech-style images with wire-frame components.

Colors: The wire frame components reminded us of the Matrix, which brought the inspiration of the lime green and black. We opted for a medium gray as a secondary color, mainly for use in background wire-frames and to give a contrast to the stark black. The “red-orange” color acts as a compliment to the bright green and is to be used sparingly to points to intention.

Typography: Fonts are clean, simple and easy to read.

Imagery: Through the course of the logo, brand guide and presentation, the arrow is a common theme. It represents Six Steps Forward Digital Marketing helping guide your business forward in the digital realm, but physically leads your eye through content.

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WEB DEVELOPMENT

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Purpose

  • The purpose for this site is to create awareness behind the Six Steps Forward Digital Marketing Agency and get “you” to hire us to help you create your voice in the digital space.
  • We focused on creating, small and easy to read sections of content to keep visitors engaged and wanting to know more.
  • Instead of forcing a “hire us” approach, we decided to stay friendly and invite visitors to start a conversation with the “Let’s Talk” buttons.

Final Website

The matrix references can be seen in the coding image in the header of the website, in the overall color scheme of the brand as well as the use of digital landscape imagery.

The Six Steps Forward website final page count was 11 pages.

  • Home Page
  • Services Pillar Parent Page with 6 child pages
  • About Us Page
  • Contact Us Page
  • Blog Parent Page with 2 blog posts

**Below are the 6 child pages for services.

Six Steps Forward Computer Screen Web Page showing Website Development Information
Six Steps Forward Computer Screen Web Page showing Social Media Marketing Information
Six Steps Forward Computer Screen Web Page showing Search Engine Optimization Information
Six Steps Forward Computer Screen Web Page showing Email Marketing Information
Six Steps Forward Computer Screen Web Page showing Digital Strategy
Six Steps Forward Computer Screen Web Page showing Content Marketing Information

Click to see full site

** This site is a sandbox site and could be taken offline at anytime**

Six Steps Forward Digital Marketing

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EMAIL MARKETING

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A/B Testing

  • This campaign was created to see if recipients responded better to a formal or informal introduction.
  • The overall results showed a higher click-through rate on version B with an open rate of 55.6% and a click-through rate of 100%.
  • Majority of viewers interacted with the email via mobile platform.

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