Case Study - Mentoring Program - Under 1 Roof
naming, brand design, BRAND STRATEGY, WEBSITE RE-DESIGN, seo
Under 1 Roof - Elzelien Hoekstra
Under 1 roof is an online shop with interior and exterior design products with a European feel run by Elzelien. She is originally Dutch but is living in Chile and this is also her target market. The products that are sold on the website (an din local shops) are imported like beanbags, lamps, tables, chairs, carpets, murals from brands like Fatboy, Ixxi and Miffy.
Website: https://www.kenza.cl
Instagram: @kenza_design_chile
Facebook: KENZA_design_chile
The challenge
Elzelien and I got to talk because she was struggling with her social media presence and driving traffic to her e-commerce website. As she was now using her website to increase her revenue instead of it being more of a display to show the products she was trying to sell via local stores she knew there was a need for an improved website and a marketing plan. The main struggles for her were:
That there was no marketing plan to drive traffic to the website
The engagement on social media and the sales from the newsletter was low
That the website could perform better
And she felt her current branding was not reflecting the products she was selling well enough
THe program
Based on the struggles Elzelien mentioned in our first call and the goals she had a custom program was created.
The overall goals of the weekly calls:
Create new brand identity including new colour palette
Review website traffic and set up data tracker for ongoing tracking
Decide based on website traffic data where to focus energy to drive more traffic to the shop
Create an SEO strategy (research, pick keywords and where to use them)
Create a content plan
Work on Mailchimp set up to include landing pages and welcome sequence
Month 1: Brand Identity
Create visual branding - Logo, colours, fonts
Create social media templates based on new brand guidelines
Month 2: Website traffic
Review website traffic
Create a worksheet to track result
Decide based on website traffic data where to focus energy to drive more traffic to the shop
Create an SEO strategy
Month 3: Website and Strategy
Implement SEO strategy
Create a content plan and use the same topic across channels
Work on Mailchimp set up to include landing pages and welcome sequence
While Elzelien and I were working through the first week of the program to define her brand strategy she decided to really take her business to the next level. So besides working on her branding and understanding her website traffic and how to improve it she decided to switch platforms and create a completely new website and adjust the name from Under 1 Roof to Kenza. Therefore the first focus was on creating a new brand identity so that the website designer could use this for the new shop.
In the next phase of the mentoring program, we evaluated of the current website traffic and the strategy so that we would know what to focus on going forward. We walked through ways how she could improve her SEO, do keyword research and keep track of the results. And we worked on setting up Pinterest for Kenza.
In the final month of the program, we created a launch plan for the new website and a content plan and pillars as Elzelien wanted to start writing blog posts. We also improved the setup and workflows within Asana so that she could work more efficiently and step more into a CEO role.
The results
After working together for 3 months Elzelien has achieved some amazing results from growing her revenue due to her new website and optimised strategy to drive traffic to her website to being able to form new partnerships with brands that had previously turned her down and increased engagement on social media after executing the launch plan for the new name and website.
Her new goal now is to expand the business besides products and turn it into an online interior design platform where designers and clients can meet and share/buy interior design services
Are you ready for similar results? Find out more about the mentor program here
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“I felt a bit lost, I wanted to connect more with my clients and be more visible, but I felt insecure about what to tell them and how to approach my clients.”
I learned so many new things and was able to apply them immediately in my business. OOOOHHHHH I have a strategy now. I did not have that at all. And I now have workflows for my business processes. And you are really focused on helping someone’s individual needs. Yes, we had created a custom programme but there was enough space for questions and extra subjects or swapping around the planning because that was what was needed for the business.
I don't even know where to start. I felt I reinvented myself in the 3-months with you by my side to coach and teach me step-by-step. My sales went up and keeps on growing. I hired new team members and I feel more confident about what I do and why I do it.
Elzelien Hoekstra - Kenza Design